{"id":{"repo_id":"texas","oai_identifier":"oai:repositories.lib.utexas.edu:2152/29154"},"canonical_url":"https://search.dev.ndltd.org/etd/texas/oai:repositories.lib.utexas.edu:2152/29154","repository":{"repo_id":"texas","name":"University of Texas","base_url":"https://repositories.lib.utexas.edu/server/oai/request"},"display":{"title":"Shy or sociable : introversion/extraversion and message recall","abstract":"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.","abstract_html":"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.","abstract_has_math":false,"creators":["Dvorak, Alana Marie"],"institution":"The University of Texas at Austin","degree_name":"Master of Arts","degree_level":"Masters","degree_discipline":"Advertising","degree_department":null,"school":null,"contributors":[],"advisors":["Eastin, Matthew S."],"committee_chairs":[],"committee_members":[],"year":2014,"date_issued":"2014-05","date_published":"2014-05","updated_at":"2026-07-24T05:01:10Z","subjects":["Personality","Extraversion","Introversion","Message recall","Limited capacity model","Advertising","Psychographics"],"languages":["en"],"rights":[],"rights_urls":[],"identifier_entries":[]},"links":{"outbound_url":"http://hdl.handle.net/2152/29154","outbound_label":"Handle","outbound_source":"dc:identifier.uri"},"metadata_groups":[{"id":"people","label":"People","entries":[{"key":"dc:contributor.advisor","label":"Advisor","values":["Eastin, Matthew S."]},{"key":"dc:creator","label":"Author","values":["Dvorak, Alana Marie"]}]},{"id":"academic_context","label":"Academic Context","entries":[{"key":"dc:date.accessioned","label":"Dc Date Accessioned","values":["2015-03-16T15:11:55Z"]},{"key":"dc:date.issued","label":"Date","values":["2014-05"]},{"key":"dc:type","label":"Dc Type","values":["Thesis"]},{"key":"thesis:degree_discipline","label":"Discipline","values":["Advertising"]},{"key":"thesis:degree_level","label":"Degree Level","values":["Masters"]},{"key":"thesis:degree_name","label":"Degree Name","values":["Master of Arts"]},{"key":"thesis:institution_name","label":"Thesis Institution Name","values":["The University of Texas at Austin"]}]},{"id":"subjects_keywords","label":"Subjects and Keywords","entries":[{"key":"dc:subject","label":"Dc Subject","values":["Personality","Extraversion","Introversion","Message recall","Limited capacity model","Advertising","Psychographics"]}]},{"id":"language_rights","label":"Language and Rights","entries":[{"key":"dc:language.iso","label":"Language (ISO)","values":["en"]}]},{"id":"identifiers","label":"Identifiers","entries":[{"key":"dc:identifier.uri","label":"Identifier URI","values":["http://hdl.handle.net/2152/29154"]}]},{"id":"additional","label":"Additional Metadata","entries":[{"key":"dc:description","label":"Description","values":["text"]},{"key":"dc:description.abstract","label":"Abstract","values":["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."]},{"key":"dc:format.mimetype","label":"Dc Format Mimetype","values":["application/pdf"]},{"key":"dc:title","label":"Title","values":["Shy or sociable : introversion/extraversion and message recall"]}]}],"canonical_facts":{"dc:contributor.advisor":["Eastin, Matthew S."],"dc:creator":["Dvorak, Alana Marie"],"dc:date.accessioned":["2015-03-16T15:11:55Z"],"dc:date.issued":["2014-05"],"dc:description":["text"],"dc:description.abstract":["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."],"dc:format.mimetype":["application/pdf"],"dc:identifier.uri":["http://hdl.handle.net/2152/29154"],"dc:language.iso":["en"],"dc:subject":["Personality","Extraversion","Introversion","Message recall","Limited capacity model","Advertising","Psychographics"],"dc:title":["Shy or sociable : introversion/extraversion and message recall"],"dc:type":["Thesis"],"thesis:degree_discipline":["Advertising"],"thesis:degree_level":["Masters"],"thesis:degree_name":["Master of Arts"],"thesis:institution_name":["The University of Texas at Austin"]},"updated_at":"2026-07-24T05:01:10Z"}