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| Author: | LaBarbera, P. A. Weingard, P. Yorkston, E. A. |
| Title: | Matching the message to the mind: Advertising imagery and consumer processing styles |
| Journal: | Journal of Advertising Research
1998 : SEP/OCT, VOL. 38:5, p. 29-43 |
| Index terms: | Statistical methods Advertising Consumer behaviour Market research USA |
| Freeterms: | Visualization |
| Language: | eng |
| Abstract: | With the increasing ability to target individual consumers via traditional and emerging (e.g., the Internet) forms of media, individual psychological differences are becoming more viable basis for customizing advertising messages. An approach to segmenting consumers, according to their personality-type preferences for processing information is examined by the authors. The present study establishes that personality type also can serve as classification system for the visual imagery used in advertising. Empirical findings demonstrate that by utilizing visuals that are consistent with consumers' personality-type processing styles, advertisements can have greater appeal and generate higher purchase intentions for a variety of products. |
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