Proposes a new thesis about the role of individual differences in managers' media choice behavior. Argues that individual differences influence media choice only under conditions of low message equivocality. Reports that the findings of an exploratory study provide some support for this theoretical notion. (MG)

A study was conducted to determine whether there is a relationship between the psychological types of copywriting students and performance in a copywriting class. The goal was to develop a program of instruction which would systematically alter psychological makeup in a constructive manner to enable students to become better copywriters. Subjects,…