Individual difference theory:

a) Individual preference and action of communication depend on individual personality traits . Human being is varying greatly in personal, psychological organization,

b) Biological endowment & differential learning contributed to individual difference

c) Personality variable acquired from the social environment provide for the individual perception of events which differs from someone else

d) Individual psychological makeup sets him/her apart from others grows out of set of attitudes, values, and belief acquired from his/her learning

e) An important product of human learning is the acquiring of stable predisposition concerning ones perception of event.