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The Effect of Individual Differences on Managerial Media Choice

American University

Larry E. Penley

Arizona State University

I. Edward Jernigan

University of North Carolina—Charlotte

Managers vary in their sensitivity to the appropriateness of communication media, and this sensitivity has been associated with managerial performance. Factors affecting managerial variability in media sensitivity are relatively uninvestigated. This study examines two potential individual difference measures—communication apprehension and self-monitoring. Both measures are found to affect the media choices that managers make. The results, however, call into question the initial models of the media choice decisions of managers.

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