Need For Closure and Media Use and Preference of Young Adults

Iris Vermeir, Ghent University, Belgium
Maggie Geuens, Ghent University, Belgium
This study examined the effects of Need for Closure (NFCL) on use and preferences for (un)structured, (un)predictable and (un)traditional media, genres and channels in 1350 young adults. High and low NFCL respondents spent equal time on cognitive undemanding media (TV, radio, music). However, high (versus low) NFCL respondents engaged less in cognitive effortful media (newspapers, Web). Moreover, respondents with a similar NFCL preferred a similar scope of genres and channels. More specifically, high NFCL respondents preferred well-respected, conventional and less cognitively stimulating genres and channels. Low NFCL respondents preferred alternative, non-conformist, critical and intellectually stimulating genres and channels.
[ to cite ]:
Iris Vermeir and Maggie Geuens (2008) ,"Need For Closure and Media Use and Preference of Young Adults", in NA - Advances in Consumer Research Volume 35, eds. Angela Y. Lee and Dilip Soman, Duluth, MN : Association for Consumer Research, Pages: 873-874.