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    Cognitive Personality Factors

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    Rohit Jain
    Market researchers want to understand how cognitive personality influences consumer behavior. Two important cognitive personality traits are need for cognition and visualizers versus verbalizers. Need for cognition measures a person's enjoyment of thinking. People high in need for cognition respond more to informational parts of ads and cool colors, while those low in need for cognition focus more on peripheral ad aspects and have stronger brand recall. Visualizers prefer visual information and products, while verbalizers prefer written information and verbally focused products.

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    Cognitive Personality Factors

    Uploaded by

    Rohit Jain
    12 views1 page
    Market researchers want to understand how cognitive personality influences consumer behavior. Two important cognitive personality traits are need for cognition and visualizers versus verbalizers. Need for cognition measures a person's enjoyment of thinking. People high in need for cognition respond more to informational parts of ads and cool colors, while those low in need for cognition focus more on peripheral ad aspects and have stronger brand recall. Visualizers prefer visual information and products, while verbalizers prefer written information and verbally focused products.

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    GOOD ONE....LOT OF INFORMATION TO READ

    Original Title

    Cognitive Prsnlty

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    Market researchers want to understand how cognitive personality influences consumer behavior. Two important cognitive personality traits are need for cognition and visualizers versus verbalizers. Need for cognition measures a person's enjoyment of thinking. People high in need for cognition respond more to informational parts of ads and cool colors, while those low in need for cognition focus more on peripheral ad aspects and have stronger brand recall. Visualizers prefer visual information and products, while verbalizers prefer written information and verbally focused products.

    Copyright:

    © All Rights Reserved
    Download as DOCX, PDF, TXT or read online from Scribd
    Download as docx, pdf, or txt
    12 views1 page

    Cognitive Personality Factors

    Uploaded by

    Rohit Jain
    Market researchers want to understand how cognitive personality influences consumer behavior. Two important cognitive personality traits are need for cognition and visualizers versus verbalizers. Need for cognition measures a person's enjoyment of thinking. People high in need for cognition respond more to informational parts of ads and cool colors, while those low in need for cognition focus more on peripheral ad aspects and have stronger brand recall. Visualizers prefer visual information and products, while verbalizers prefer written information and verbally focused products.

    Copyright:

    © All Rights Reserved
    Download as DOCX, PDF, TXT or read online from Scribd
    Download as docx, pdf, or txt
    of 1

    Cognitive Personality Factors

    1. Market researchers want to understand how cognitive personality influences consumer


    behavior.
    2. Two cognitive personality traits have been useful in understanding selected aspects of
    consumer behavior. They are:
    a) Need for cognition.
    b) Visualizers versus verbalizers.

    Need for Cognition

    1. This is the measurement of a persons craving for or enjoyment of thinking.
    2. Consumers who are high in NC (need for cognition) are more likely to be responsive to the
    part of an advertisement that is rich in product-related information of description.
    a) They are also more responsive to cool colors.
    3. Consumers who are relatively low in NC are more likely to be attracted to the background or
    peripheral aspects of an ad.
    a) They spend more time on print content and have much stronger brand recall.
    4. Need for cognition seems to play a role in an individuals use of the Internet.

    Visualizers versus Verbalizers

    1. Visualizers are consumers who prefer visual information and products that stress the visual.
    2. Verbalizers are consumers who prefer written or verbal information and products that stress
    the verbal.
    3. This distinction helps marketers know whether to stress visual or written elements in their
    ads.

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