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Need for closure and media use and preference of youngsters
Vermeir, Iris Geuens, Maggie
Vermeir, Iris
Geuens, Maggie
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Publication Type
Working paper
Editor
Supervisor
Publication Year
2005
Journal
Book
Publication Volume
Publication Issue
35
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Publication End page
Publication NUmber of pages
36
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Abstract
This study examines the explanatory power of an individual difference variable, Need for Closure (NFCL) for media use and preferences for specific media, genres and channels. Results of the study show that high and low NFCL youngsters do not differ in the amount of time spent on cognitive undemanding media (TV, radio, music). However, high (versus low) NFCL youngsters engage less in cognitive effortful activities like reading newspapers and surfing the Internet. Furthermore, high and low NFCL youngsters have a preference for a similar scope of genres and channels. More specifically, high NFCL youngsters prefer well-respected, conventional and less cognitive complex genres and channels. Low NFCL youngsters prefer more alternative, non-conformists, critical and intellectually stimulating genres and channels. Results are discussed and practical implications are provided. Keywords: Media use, media preferences, individual differences, motivation
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Consumer Behaviour