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Information Distortion and Personality

Communicators in general and advertisers in particular have long been aware that what they intend their messages to convey is not always what audiences perceive. The notion of information distortion is neither novel nor simple. Textbooks in marketing communication point out that distortion can arise from a variety of sources.1 Our concern, however, is with but one of these, the personality of the receiver of the information. This concern proceeds from a belief that information distortion stems largely from the distinctive and enduring set of traits which characterizes each receiver psychologically-that is, from his personality. Essentially, the question we investigated was: “Is there a personality type more likely to distort information than other personality types?”