AD ALTA
JOURNAL OF INTERDISCIPLINARY RESEARCH
characterize his personality in the online environment (Zhao et
al, 2018). Less extroverted types prefer communication over the
Internet, while more extroverted types prefer personal
communication (Ebeling-Witte, Frank, Lester, 2007).
1.2 Factor neuroticism-stability
Duis Neuroticism is associated with lower stress resistance,
insufficient concentration, and is accompanied by the lability of
the vegetative nervous system in the form of increased sweating,
heart palpitations, or digestive problems (Nakonečný, 1997). The
opposite of neuroticism is emotional stability, with neuroticism
being associated with affinity, sensitivity, and reactivity (Zhao et
al. 2018). Neuroticism is associated with people who tend to be
nervous, tense, moody and emotional (Qanwal and Ghani, 2019).
Types with a higher degree of neuroticism are not emotionally
stable and may more often experience negative emotions such as
fear or anxiety (Farahi et al, 2019). High levels of neuroticism
have been linked to some mental illnesses such as depression or
anxiety (Rees et al, 2015). A high degree of neuroticism has
been associated with a low degree of personality psychological
resilience (Lu et al, 2014), where personality resilience refers to
the body's resilience, its ability to mitigate the negative effects of
stress, and its ability to adapt (Oshio et al, 2018).
Upon exposure to noise people exhibiting a higher degree of
neuroticism gives less mental performance than emotionally
stable types, and it was found that neurotic introverts are more
susceptible to noise when performing tasks than emotionally
stable extrovert. Emotionally unstable types are more focused on
the source of unwanted noise, which can be stressful for them
(Oseland and Hodsman, 2018), while emotionally stable
introverts show better noise resistance. Neuroticism is also
associated with typical brain activity, particularly in the limbic
system, particularly in the amygdala and hypothalamus (Farahi
et al, 2019). Neuroticism may be manifested by higher activity in
the left hemisphere of the brain (Bono and Vey, 2007).
A negative correlation of neuroticism with the use of the Internet
for educational purposes was found (Mark and Ganzach, 2014).
Higher levels of neuroticism suggest the use of Facebook Wall
in particular, while low levels of neuroticism (or emotional
stability) tend to post photos on Facebook (Ross et al, 2009).
However, neuroticism has a positive correlation with the time
the user spends on Facebook (Ryan and Xenos, 2011).
Neuroticism shows a negative correlation with the use of the
Internet to search for information on products where trust and
safety are less important aspects (Mark and Ganzach, 2014).
Neuroticism as well as extroversion strongly positively
correlates with confidence in false rumors (Lai et al, 2019).
2 Materials and methods
The main aim of the research was to find out the degree of
extroversion and introversion among university students
studying marketing communication. The focus and name of the
field of study assumes that it will attract rather extroverted
personality types. Eysenck's Personality Questionnaire (EPI) was
used to measure the degree of representation of both personality
factors (extroversion, neuroticism), which measures the degree
of extroversion, neuroticism and the scale of lie (Yin et al.,
2019) and consists of 57 questions (Roslan et al, 2019). The
questionnaire was submitted to the respondents in printed form,
while in order to ensure the accuracy of the data obtained, the
questionnaire was submitted to the respondents twice within a
time period of at least 14 days. As a result, results from both
collections could be compared. Data were collected from the
first week of November 2019.
2.1 Research Sample
Duis The basic group of respondents were bachelor and master
students of marketing communication (University of finance and
administration). The sample size was set at 110 respondents who
will be selected throughout the bachelor and master study
programs in marketing communication. A total of 224
completely completed questionnaires were collected from
respondents who participated in both phases of the data
collection. Respondents who submitted only one completed
questionnaire were not included in the data processing, namely
18 persons. The sample of respondents who participated in both
phases of data collection consisted of 112 respondents, namely
31 (27.7%) men and 81 women (72.3%).
2.2 Results
Data processing and evaluation were always performed
according to individual personality factors, i.e. extroversion,
neuroticism and a range of lies. The maximum achievable
extroversion and neuroticism are 24, to the value of 12 is the
introversion and neuroticism factor possibly it is the emotional
stability. The maximum achievable lie value is 9 points, and the
higher the values, the more questionnaire results may not reflect
the real image of personality.
Table 1 shows descriptive statistics data for each personality
factor measured in the test. The data show that among the
respondents, the prevalence of extroversion rather than
introversion prevails, although due to the standard deviation
values it is evident that respondents with an extroversion rate
below 12 points can be included in the sample, which is an
introversion. In the case of the neuroticism factor, the data show
that in general, neuroticism prevails in the respondents, even
though the standard deviation shows that emotionally stable
types are found in the selected sample of respondents (graph 1).
Tab. 1: Evaluation of personality factors in the sample of
respondents, 2019
Introversion –
extroversion
Stability –
neuroticism
L-Scale
Diameter
13,5
13,2
1,6
Median
14,0
13,0
1,0
St. Deviation
4,1
5,3
1,6
Graph 1: Overview of proportions of individual dimensions,
2019
Personality factors for all respondents were processed in Table 1
and Chart 1, but data can also be processed after the
classification of respondents among individual types of
personality, i.e. phlegmatic (E = max. 12, N = max. 12),
sanguine (E = min 12, N = max 12), melancholic (E = max 12, N
= min 12) and choleric (E = min 12, N = min 12). Data after
classification into individual personality types is shown in Table
2.
Tab. 2: Evaluation of personality factors by personality types,
2019
Sample
ratio
Diameter
Median
St.
Deviation
Ex Ne L Ex Ne L Ex Ne L
Phlegmatic 12,0 % 8,7 6,9 3,0 9,0 7,0 2,0 2,4 3,2 2,7
Sanguine
30,7 % 16,7 8,0 1,9 16,0 8,5 2,0 2,9 2,4 1,5
Melancholic 22,6 % 8,6 17,1 1,2 9,0 17,0 1,0 2,0 2,8 1,2
Choleric
34,7 % 15,5 17,2 1,2 15,0 17,0 1,0 1,7 3,3 1,3
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