Appeal No. 2006-1544
Application 10/024,621
In addition, Maloney (page 9) also specifically indicates that
the preferred consumer psychological and attitudinal information
collected may include “personality information.” Shim likewise
expressly notes the importance of such user emotional and character
type information in helping to target marketing data to a selected
group of consumers and specifically teaches using western or
oriental zodiac signs as part of the information collected and
evaluated in arriving at a personality type consumer category (Shim,
pages 9-10). Shim, page 10, paragraph [0201], specifically notes
that such an approach “improves the decreasing effect of whole
advertisement cost and advertisement effect because [it]... displays
the advertisement only to suitable users according to character
type.”
Thus, to the extent that having the astrological horoscope sign
of a subject would permit better evaluation of personality
information and thereby better allow the system and method to
catagorize a subject so that targeted marketing data can be sent to
only those most likely to be receptive to it, as is taught in Shim,
it is our opinion that it would have been obvious to one of ordinary
skill in the art at the time of appellants’ invention to use that
same type of information in Maloney in recommending beauty products
and services to a subject, thereby enhancing the effectiveness of
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