SEARCH

SEARCH BY CITATION

Abstract

The introversion-extraversion dimension of Hans Eysenck's personality theory, combined with the theory proposed by Daniel E. Berlyne that hedonic value changes with changes in arousal level, are used to examine the effect that high intensity advertising appeals have on the audience. It was hypothesized that advertising appeals presented at a higher stimulus intensity than the program in which they are imbedded (e.g., commercials presented at a higher volume) would have a differential effect on individuals due, in part, to whether they were introverts or extraverts. In a preliminary test of this hypothesis, participants were exposed to either a radio commercial played at the same volume as the program or to one that was played at a higher volume. Their attitudes toward the commercial and the product were assessed. The results indicate that there is a difference between introverts and extraverts in the resulting attitude toward the product based on the type of appeal to which they were exposed.