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Journal of Business Communication, Vol. 9, No. 2, 25-38 (1972)
DOI: 10.1177/002194367200900204

The Effects of Personality Traits On the Perception of Written Mass Communication

Sam J. Bruno

West Texas State University

In the perception of mass communication, different personality traits favor reader-oriented and company-oriented advertisements. Experimental results also suggest that personality types (extraverts and introverts) perceive mass commu . nication differently.


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