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    Need for closure and media use and preference of youngsters

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    Publication type
    Working paper
    Author
    Vermeir, Iris
    Geuens, Maggie
    Publication Year
    2005
    Publication Issue
    35
    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
    Keyword
    Consumer Behaviour
    Knowledge Domain/Industry
    Marketing & Sales
    URI
    http://hdl.handle.net/20.500.12127/1885
    Other links
    http://public.vlerick.com/Publications/23522f07-6aa9-e011-8a89-005056a635ed.pdf
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