Cognitive style and personality: impact on multimedia perception

Purpose - The purpose of this paper is to explore the relationship between cognitive style, user personality and perceived multimedia quality.Design methodology approach - This paper used Cognitive Style Analysis and an adapted Myers-Briggs questionnaire to assess cognitive style and user personality respectively. It also used an adapted Quality of Perception metric to assess user-perceived multimedia quality.Findings - The research shows that personality type and user cognitive style affects information assimilation, self-perceived achievement and student level of confidence.Practical implications - This work suggests a number of practical recommendations to support the consideration of personality and cognitive style in preparation of educational multimedia material.Originality value - This paper provides consideration of personality and cognitive style, and the impact that they have on user multimedia perception.