AD ALTA
JOURNAL OF INTERDISCIPLINARY RESEARCH
DEGREE OF EXTROVERSION OF UNIVERSITY STUDENTS OF MARKETING
COMMUNICATION
a
PAVEL ROSENLACHER
Faculty of economic study, University of Finance and
Administration, Estonská 500, 101 00, Prague 10, Czech
Republic
email:
a
pavel.rosenlacher@vsfs.cz
Authors acknowledge the support of Research project IGA VŠFS Prague No
7429/2020/05 „Processing of visual stimuli by the consumer from the point of view of
the eye tracking method.“ funded by the University of Finance and Administration,
Prague.
Abstract: Eysenck's personality typology is based on a factorial personality survey.
Eysenck was of the opinion that personality can be adequately described by two
dimensions, introversion-extroversion and neuroticism-stability, and later, on the basis
of further studies, added a third dimension called psychoticism-normality. This article
deals with Eysenck's typology of personality, and above all to the personality trait of
extroversion - introversion, which is characterized by certain characteristics,
assumptions and skills that can be used not only during studies but also at work.
Eysenck's typology was studied by university students in marketing communication,
which is expected to have a higher representation of extrovert types due to the
specialization. The results of the research showed that 65.4 % of extroverts are
represented in marketing communication students, which is a higher proportion than
other studies.
Keywords: Eysenck typology, extroversion, introversion, marketing communication,
students, study.
1 Eysenck's theory of personality
The author of this typology is the German-British psychologist
Hans Jürgen Eysenck (Kelnarová and Matějková, 2014), who
published the questionnaire for this typology in the 1960s, and
based the typology primarily on using objective, empirical and
proven bases based on natural science orientation (Nakonečný,
1997). Eysenck's typology is based on a personality factor
survey, and complicated mathematical calculations and
experimental psychology results were used to create the
typology (Cakirpaloglu, 2012). It should be noted that it was
based on the concept of I. P. Pavlov's neural processes and the
characteristics of the neurophysiological construct of excitement
and depression, with extroverts having a lower level of
excitement of the cerebral cortex than introverts and this genetic
predisposition may be applied in the learning process
(Nakonečný, 1997). In addition, Oseland and Hodsman (2018)
add that extroverts therefore need more experience and more
stimulation than introverts, for which such a higher level of
stimulation would be rather worrying. Qanwal and Ghani (2019)
therefore emphasize that Eysenck was known by experimental
studies and initially considered that personality can be
adequately described by two dimensions, introversion-
extroversion and neuroticism-stability, and later added a third
dimension called psychoticism-normality. Collectively, these
factors were called dimensions as PEN, which is an acronym
composed of the initial letters of each innate dimension
(Cakirpaloglu, 2012). By combining two basic dimensions
(introversion-extroversion and neuroticism-stability) it is
possible to create a four-quadrant coordinate system presenting
four basic types of personality called phlegmatic, melancholic,
sanguine and choleric
(Kelnarová and Matějková, 2014), the
names and characteristics of these personality types Eysenck
used Hippocrates' personality typology (Cakirpaloglu, 2012).
Although Eysenck's personality typology has been both
criticized and accentuated, Eysenck's concept of biological
conditionality is relatively accepted and, at the same time,
introversion-extroversion is considered to be the best empirically
documented factor of personality type (Nakonečný, 1997). Other
typologies, such as the Big Five Inventory (BFI), include
introversion-extroversion and neuroticism-stability factors
(Oseland and Hodsman, 2018). Below, the individual factors
will be characterized in more detail and the differences between
them will be compared. The dimension of psychoticism-
normality has not been investigated in the research because its
use is more in clinical practice.
1.1 Factor introversion-extroversion
Duis Carl Gustav Jung was the first to introduce the concept and
classification of personalities into extraverts and introverts in
1921 (Roslan et al, 2017). Extroversion is a human orientation to
the external environment and refers to the relationship of the
subject and the object that has a positive focus on the object,
whereas introversion is a human inward orientation rather than
an extrovert towards the external object, but back towards itself
(Settineri et al, 2018). ). To put it simply, extroverts focus on the
outside world, people or situations, while introverts focus on
their inner world and ideas (Chigerve, Boudreaux and Ilkiw,
2019). Extroverts are predisposed to be social, impulsive,
colloquial and like changes, while introverts tend to return to
past events, are closed, reserved, controlled and trying to plan
things (Meira et al, 2017). Sristava, Angelo and Vallereux
(2008) report that sociability is one of the most prominent
features of extroverts. Introverts can be characterized as being
more self-centered, their thoughts and emotions, they are shy,
quiet, reserved, pessimistic, tend to plan more, have only a few
very close friends and appreciate ethical standards (Smith and
Lovgren, 2018).
Since the 1970s it has been assumed that extroverts are better
destined to learn foreign languages than introverts, mainly
because they have more opportunities to practice the language in
a collective. However, there are also studies showing that
introverts have a better internal predisposition to language
learning because they have a longer span of long-term memory
(Qanwal and Ghani, 2019). Given the conditions in which
learning can take place, it is found that extroverts are much
better at cognitively challenging tasks, comprehension tasks, and
menthal arithmetic in a noisy environment, followed by
introverts looking for quiet places in the library without noise
and bustle, compared to extroverts (Oseland and Hodsman,
2018). Relaxation training is more suitable for introverts,
because they prefer a quiet and peaceful environment, while
extroversion is more suitable for thought skills training because
they seek a more stimulating environment (O'Connor et al,
2016). Introversion and extroversion also have an impact on the
creation of student communities in the first years of college
because extroverts are ready to find or create a community faster
than introverts (Smith and Lovgren, 2018). In economics
courses, introverts performed better in self-learning than in
group (Borg and Shapiro, 1996). At the same time, introverts are
more hesitant during group discussions to share their ideas and
solutions with others than extroverted students (Antonenko,
2014). This may result in introverts who may prefer to rework
their solutions and ideas, while extroverts tend to give more
contradictory ideas and be more confrontational (Roslan et al,
2017). Extroverts have an advantage over introverts especially in
speaking and reading skills, while introverts have an advantage
in listening skills (Zafar, Khan and Meenakshi, 2017), but
differences in writing skills have not been confirmed (Alavinia
and Hassanlou, 2014), albeit introverts may be more suited to
written tests (Qanwal and Ghani, 2019). Nakonečný (1997)
states that introverts at school are more successful, especially in
difficult fields than extroverts. Furthermore, the author adds that
in learning introverts are more and more effectively influenced
by punishment, while extroverts by reward.
The extroversion rate also affects eye contact in interaction with
others, with extroverts in personal communication maintaining
longer and more frequent eye contact than introverts (Roslan et
al, 2019). This is confirmed by other studies which mention that
extroverts maintain eye contact more often and longer than
introverts in conversation with other
s (Ağıl and Güdükbay,
2018).
It is assumed that the behaviour of a user on the Internet does not
differ significantly from real life, and it is also possible to
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