Influence of Personality Types on Ttelevision Contents Preference

개인성향과 텔레비전 프로그램 유형 선호도의 관계 연구

  • 양문희 (상지대학교 언론광고학부)
  • Received : 2011.09.15
  • Accepted : 2011.11.23
  • Published : 2011.12.28


The personality types has been emphasized as one of the influential factors for the program selection by viewers in the multi-channel and multimedia era. However, there have been few empirical studies on this issue. The current study investigated how the audience personality influence the program preference. Specifically, this study focused on both need for cognition and sensation seeking which are related to the television viewing motivation. To examine the influence of personality on program preference, four types of drama and five types of entertainment programs were used. The results of the web survey showed that viewers personality type seem to have effect on their program preference. Indeed, it appeared that there was positive relationship between need for cognition and sensation seeking. The implications of this study's findings were discussed.


Supported by : 상지대학교


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