Personality research has long been an area of interest in the study of consumer behavior. Currently, common practice is to segment prospective audiences by demographic variables (age, gender, and race) instead of psychographics (values, attitudes, personality). In this research, the author investigates the relationship between personality type (introversion/extraversion) and message recall. Using 122 undergraduate and graduate students, recall was examined across two forms of stimulus (incongruent and congruent messages). Results indicated that while there is no relationship between personality type and message recall, there is a relationship between the frequency of advertising messaging and recall. Results are discussed individually by messaging frequency and personality type with further suggestions for future research. / text

Corporate Social Responsibility (CSR) in sport is an emerging area of interest among scholars, sport managers, sponsors, fans, and policy-makers (Breitbarth, Walzel, Anagostopoulos, and van Eekeran, 2015). Despite this increased scholarly attention, a gap in literature exists regarding to the effectiveness of the messages disseminated. This study investigated how sports organizations communicate CSR on Twitter by examining the effectiveness of CSR messages disseminated via Twitter by professional baseball teams. Using priming theory and Lang's (2000) Limited Capacity Model for Mediated Message Processing, this study tested the effects of priming and message sequencing on a persons' ability to recognize and recall these CSR messages. While no statistically significant relationships were found, observed results led to strong arguments about the effects of both priming and message sequencing on the effectiveness of CSR messages disseminated by Major League Baseball (MLB) teams in terms of recognition and recall. Additionally, results suggested that traditional media effects paradigms might not be transferable to social media. / Master of Arts

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