MBTI Personality Temperaments Assessment and Audience Persuasion in Using Media

Media effectiveness assessment, the importance of persuasion and the role of mass media in shaping public opinion has received great attention in today's world. The meaning of the persuasion process is the changes in beliefs, behavior and understanding of audiences with the objective of accepting whatever is presented. Once media content is able to change audiences' perspectives which consist of cognitive, behavioral and emotional elements, then the persuasion process is complete since the presented content is accepted by the audience. By identifying personality temperaments using the MBTI test, content can be produced for specific audiences and by changing perspectives, audience requirements are met. Therefore, producing media content based on personality temperaments will have great impact on audiences' persuasion process. The purpose of this paper is to assess the relationship between personality temperaments and audience persuasion in using media. The correlation method is used for this research. The sample used consisted of 100 employees from an IT company as the media audience who were selected by stratified sampling from the target audience. The MBTI personality questionnaire was used to assess the variable of interest. In this research, the criterion for audience persuasion is meeting audience media requirements. Also, correlation coefficient statistical analysis and multi variable regression were used to analyze gathered data. Results indicate that there is a significant relationship between personality temperaments and audience satisfaction. Furthermore, multiple regression analysis on the relationship between personality temperaments and audience persuasion by media entry is shown.

personality temperaments, media audience, persuasion and satisfaction theory.