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.

Name thesis:degree_name

Master of Arts

Level thesis:degree_level

Masters

Discipline thesis:degree_discipline

Advertising

Grantor

The University of Texas at Austin

Year dc:date.issued

2014

Author dc:creator

• Dvorak, Alana Marie

Advisor dc:contributor.advisor

• Eastin, Matthew S.

• Personality
• Extraversion
• Introversion
• Message recall
• Limited capacity model
• Advertising
• Psychographics

Language dc:language.iso

en

Handle dc:identifier.uri

http://hdl.handle.net/2152/29154

OAI identifier oai:identifier

oai:repositories.lib.utexas.edu:2152/29154