The Purpose of this study was to investigate the relationship of the repression-sensitization dimension and leisure preferences, specifically threatening versus nonthreatening physical activity and television program preferences. The hypotheses were that sensitizers would prefer threatening (violent) television programs and threatening (competitive) physical activities to a significantly greater degree than repressors. Sixty college undergraduates were designated repressors, sensitizers, or middle group by their scores on Byrne's Repression-Sensitization Scale. Preference sheets determined subjects' preferences for threatening and nonthreatening television programs and physical activities. Simple analyses of variance revealed no significant differences in repressors', sensitizers', or middle group's preferences for threatening television programs or physical activities, and thus the hypotheses were rejected. Non-significant tendencies in the data, in hypothesized directions, suggest further research.

Personality and brand factors were examined to determine if consumers of certain personality dimensions would be more favorable toward specific brand factors of three major sports media companies: Sports Illustrated, ESPN, and Fox Sports News. College-age sports news followers were tested to ascertain personality, brand evaluation, and media usage. Findings disclosed associations of personality dimension and brand preference, for example, “Agreeable” participants favored ESPN branding. Participants scoring low on “Extroversion” favored the Sports Illustrated brand. Other findings included an association between “Agreeableness” and TV; and frequent digital media users favored ESPN. Findings have implications for integrating personality research in marketing strategies that target college-age consumers.