IDEAS home Printed from
   My bibliography  Save this book chapter

Does Reading Comments Depend on Personality? - Results of an Empirical Study


  • Melinda Majláth

    () (Óbuda University)


Internet-usage has visibly become the part of our everyday life – especially because of the widespread usage of social network sites and relatively high penetration of computers/laptops and smart phones. From a marketing-communication point of view its great advantage is the chance to inform potential customers on a very precisely targeted way at a relatively low cost, but on the other hand, internet-users has the same possibility to give information and share their opinion on products, events or on services by writing comments. And, as sometimes they are more believable sources of information than the producer or the seller for the customers, their opinion really count and should be taken into consideration. However, it is not clear who are those who are ready to write and read these opinions and to what extent can these comments influence the readers. The aim of this study is to understand more the attitude toward and personality behind comment-reading activity. Using the personality scale identified by Isabel Briggs Myers, we can differentiate the respondents based on four aspects: (1) their flow of energy, (2) how they take in information, (3) how they prefer to make decisions, and finally, (4) the basic day-to-day lifestyle that they prefer. As a result of that we can compare the attitudes toward comment reading of the different temperament types defined by Keirsey (the Artisans, the Guardians, the Idealists and the Rationals). In this study we tested the hypothesis that men read more comments than women and that Rationals and Idealist read more comments and have more positive attitude toward comment-reading activity than Artisans and Guardians. Due to the intensive field work in February, 2014, we can analyze the responses of 992 university students of Óbuda University, Budapest, Hungary in order to get closer to the understanding the nature of comment-reading.

Suggested Citation

  • Melinda Majláth, 2014. "Does Reading Comments Depend on Personality? - Results of an Empirical Study," Proceedings- 11th International Conference on Mangement, Enterprise and Benchmarking (MEB 2014),, Óbuda University, Keleti Faculty of Business and Management.
  • Handle: RePEc:pkk:meb014:239-258

    Download full text from publisher

    File URL:
    Download Restriction: no

    References listed on IDEAS

    1. Ahluwalia, Rohini, 2000. "Examination of Psychological Processes Underlying Resistance to Persuasion," Journal of Consumer Research, Oxford University Press, vol. 27(2), pages 217-232, September.
    2. Ho, Jason Y.C. & Dempsey, Melanie, 2010. "Viral marketing: Motivations to forward online content," Journal of Business Research, Elsevier, vol. 63(9-10), pages 1000-1006, September.
    Full references (including those not matched with items on IDEAS)


    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:pkk:meb014:239-258. See general information about how to correct material in RePEc.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: (Alexandra Vécsey) The email address of this maintainer does not seem to be valid anymore. Please ask Alexandra Vécsey to update the entry or send us the correct email address. General contact details of provider: .

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service hosted by the Research Division of the Federal Reserve Bank of St. Louis . RePEc uses bibliographic data supplied by the respective publishers.