Journal of Technical Writing and Communication Apr 1973

The Effects of Personality Traits on the Perception of Written Mass Communication

Sam J. Bruno Texas State University

Abstract

In the perception of mass communication, different personality traits favor reader-oriented and company-oriented advertisements. Experimental results also suggest that personality types (extraverts and introverts) perceive mass communication differently.

Journal
Journal of Technical Writing and Communication
Published
1973-04-01
DOI
10.2190/vlm7-gh43-vag8-fxfw
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References (6)

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  4. Engel James F., Wales Hugh G., Warshaw Martin R., Promotional Strategy, Homewood, Ill., Richard D. Irwin, 196…
  5. Means and “t” values for the 4 recruitment ads may be obtained by writing to the author.
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  1. Hansen Harry L., Marketing: Text, Cases, and Readings, Homewood, Ill., Richard D. Irwin, 1961, p. 284.
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