Onderzoeksartikel

Televisiekijkgedrag, programmavoorkeur en persoonlijkheidskenmerken: de rol van affectintensiteit en neiging tot nadenken

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Abstract

In an exploratory sample of 121 Flemish television viewers two individual difference characteristics are measured, i.e. affect intensity and need for cognition, as well as demographic characteristics, programme preference and various aspects of television viewing behaviour. In general, the effect of individual differences is more important than the effects of demographic characteristics. Affect intense individuals prefer commercial television in general and amusement shows in particular. They dislike news programmes. Individuals with a high need for cognition prefer public television and news programmes. The results suggest that programme makers and advertisers should take individual differences and personality characteristics into account when targeting programmes and commercials.

How to Cite:

De Pelsmacker, P. & Geuens, M., (1998) “Televisiekijkgedrag, programmavoorkeur en persoonlijkheidskenmerken: de rol van affectintensiteit en neiging tot nadenken”, Communicatie: tijdschrift voor communicatiewetenschap en mediacultuur 27(1), 2–19. doi: https://doi.org/10.21825/communicatie.91385