Personal ads: An exploratory investigation into the relationships among ad characteristics, communication apprehension, and contact

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Abstract
This study examined the relationships among personal ad characteristics, interpersonal communication apprehension (CA), and personal contact. A questionnaire was sent to 600 people who placed personal ads in free weekly newspapers across the United States. Forty‐five percent of these people returned the surveys. The results revealed a clear connection between CA, ad composition, and contact. Personal ads from subjects with higher levels of CA emphasized the personal characteristics and exclusions regarding the potential partner more than ads from those with lower levels of CA. High CA persons contacted fewer potential partners than did those with lower CA. The results and implications are discussed at the conclusion of this report.