Big Five Personality Traits and Media Use

Abstract

The Big Five personality model is a typology of five broad‐based traits that have been argued to comprehensively represent the most fundamental dimensions of human personality. The traits are extraversion, neuroticism, agreeableness, conscientiousness, and openness to experience. Theoretical approaches to media selection such as uses and gratifications theory and mood management theory suggest that personality characteristics such as those in the Big Five model affect media use indirectly. They shape the strength of needs or desires that potential media users seek to gratify, and thus affect the kind of media that are selected. Research has found the Big Five personality dimensions to have modest but significant associations with specific types of media use. However, these associations tend to be modest in size and have often been found to vary across studies and within samples of research participants. The overall pattern of research results, therefore, indicates that the broad‐based personality dimensions of the Big Five may help predict differences across individuals in how they use media. However, these relationships are likely to be part of complex and multistep processes that are shaped by the media user's social and cultural context.

Fintech Agents: Technologies and Theories

“…The Big Five model is a widely accepted typology of personality that comprehensively represents the fundamental traits of human personality [188]. This model identifies five main dimensions of personality: extraversion, neuroticism, agreeableness, conscientiousness, and openness to experience.…”

Consumers’ Preferences for Digital Corporate Content on Company Websites: A Best–Worst Scaling Analysis

“…In the final section, we collected background information on personality traits and lifestyle of the study participants to be able to conduct additional subgroup analyses on consumers' preferences. Personality traits and lifestyle were included because they were frequently found to be associated with digital content use in previous studies [40][41][42][43]. The questionnaire was implemented online using EFS Survey software (version Fall 2022).…”

“…Respondents' personality was assessed using the Big Five model [41]. We used the BFI-10 scale to capture the five personality traits, as it is a highly economic scale and has shown adequate psychometric properties in prior research [57].…”