Influence of Alcohol Advertisements on Extraverts and Introverts

Jen Donlin

Extraverts- Desire excitement, parties and social events (Eysenck & Eysenck, 1994).

Introverts- Prefer to stay away from loud social settings.

Alcohol Advertisements- Any form of advertising through a media source that markets alcohol advertising to the target market

Article #1-

Smith and Brown found that extraverts place themselves in situations where they can consume alcohol more readily than introverts.

Article #2-

Research by Unger, Schuster, Zogg, Dent and Stacy (2003), found a positive relationship between exposure to alcohol advertisements and alcohol use.

Article # 3-

Forming favorable emotional responses to alcohol advertisements may be crucial in the experimentation with alcohol (Unger, 2003).

Article # 4-

Smith and Brown found that extraverts tend to place themselves in social situations such as a party or bar in comparison to introverts.

Previous research has shown relationships between both extraversion and alcohol use and alcohol advertisements and alcohol use.

Both psychology and advertising are two of my areas of interest. The purpose of my study is to combine personality types(extraversion/introversion) and alcohol advertisements.

My Study:

2x2

IV # 1- Personality Type (Extraversion/Introversion)

IV #2- Type of Advertisement (Alcohol/Neutral)

DV- Perception of advertisements

Procedure-

1-Eysenck’s Personality Test

2-Demographics questionnaire

3-Advertisements(Television)

4-Likert Scale

Main hypothesis- Extraverts will perceive alcohol advertisements more favorably

Secondary hypothesis- No significant difference will be found on neutral advertisements between extraverts/introverts