ABSTRACT
This chapter builds on the ideas postulated by Carl Jung that individuals vary in the way they prefer to use certain functions and that these preferences combine into distinct, innate personality types. The authors contend that these types, as described by psychologist David Keirsey, offer a well-tested, reliable, and valid method of segmenting audience motivations and personality.
The theory of type congruence proposes that messages and products or services can also be organized by type; applying cognitive stability theories and categorization theory, the authors propose a model for improving communication reception and retention by achieving a congruence between perceived type of the message and perceived type of the object.
