Return to search

Shy or sociable : introversion/extraversion and message recall

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

Identiferoai:union.ndltd.org:UTEXAS/oai:repositories.lib.utexas.edu:2152/29154
Date16 March 2015
CreatorsDvorak, Alana Marie
Source SetsUniversity of Texas
LanguageEnglish
Detected LanguageEnglish
TypeThesis
Formatapplication/pdf

Page generated in 0.002 seconds