Alicja Grochowska

EXTRAVERSION AND PERCEPTION OF CONTROVERSIAL ADVERTISEMENT.

  

This research tested the hypothesis that level of extraversion/ introversion is related to perception of controversial advertisement: introverts perceive controversial advertisement as stronger, more influencing stimulus that extraverts. 47 Ss (students) completed Eysenck's EPQ-R. Then two print ads (1 controversial and 1 non-controversial) and the semantic differentials - "The Advertisement Measurement Scale" by Strzałecki were distributed to Ss. T-tests and ANOVA indicated significant differences in perception of controversial and non-controversial ads between extraverts and introverts. The results which partially supported the hypothesis are discussed in the light of other researches and theory of information processing and extraversion.

Autor: Ewelina Soszyńska
Ostatnia aktualizacja: 11.03.2007, godz. 16:54 - Ewelina Soszyńska