Millennials' Media Attitudes and Use: The Impact of Extroversion and Introversion

摘要

We propose the following four research questions: RQ1. Are there any differences of self-identity (introvert/extrovert) of ad informativeness among millennials? RQ2. Are there any gender differences for ad informativeness among millennials? RQ3. Are there any differences of self-identity (introvert/extrovert) on attitude towards advertising in general among millennials? RQ4: Are there any gender differences for attitude towards advertising among millenials?