Are Certain Personality Types Attracted to Certain Types of Media?

In 1921, Carl Jung, a Swiss Psychiatrist had the theory that there were various personality types that had different ways of perceiving the world. Jung hypothesized that there were four important channels through which people experienced the world and that for each channel there were two ways that a person could you this channel. These dichotomies were between introversion-extroversion, sensing-intuition, thinking-feeling, and judging and perceiving. People who prefer extroversion tend to focus their attention on the outer world of people and things. People who prefer introversion tend to focus their attention on the inner world of ideas and impressions. People who prefer sensing tend to take in information through five senses and focus on the here and now. People who prefer intuition tend to take in information from patterns and the big picture and focus on future possibilities. People who prefer thinking tend to make decisions based primarily on logic and on objective analysis of cause and effect. People who prefer feeling tend to make decisions based primarily on values and on subjective evaluation of person-centered concerns. People who prefer judging tend to like a planned and organized approach to life and prefer to have things settled. People prefer perceiving tend to like a flexible and spontaneous approach to life and prefer to keep their options open.

This theory, along with these dichotomies, created the Myers-Briggs Type Indicator personality inventory, which helped people classify themselves by these four dichotomies and into one of 16 distinct personality categories.

Questions to ask an expert:

• Which distinct personality types are attracted to certain types of media?
• How should businesses cater to these personality types, in order to increase their viewers and attract a larger audience? 

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