An Examination of Personality Traits and Television Viewing Motives Using Patterns of Interrelation and Quadratic Analysis

Abstract

For more than three decades, the uses and gratifications framework has been used to examine viewer's motivations for watching television. With the introduction of new media, consumers are provided with alternatives for attaining their media use requirements. Remaining consistent over time, personality traits are an accepted means in which individual differences can be compared. This analysis examines uses and gratifications found in past television studies while also considering uses and gratifications results of new media studies. Using quadratic regression and analysis of interrelations, patterns linear regression alone cannot detect were identified. Results of this analysis found Extraversion to negatively predict certain television uses, differing from previous studies in which no relationship was present. Consistent with past studies, Neuroticism positively predicted several media uses. Analysis also suggested that the understanding of traits can be improved by undertaking an analysis of interrelations and, to a lesser extent, quadratic regression analysis.