Matching the Message to the Mind: Advertising Imagery and Consumer Processing Styles

With the increasing ability to target individual consumers via traditional and emerging forms of media, individual psychological differences are becoming a more viable basis for customizing advertising messages. An approach to segmenting consumers is examined, according to their personality-type pre...

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Bibliographic Details
Published inJournal of advertising research Vol. 38; no. 5; p. 29
Main Authors LABARBERA, PRISCILLA A, WEINGARD, PETER, YORKSTON, ERIC A
Format Journal Article
LanguageEnglish
Published New York World Advertising Research Center Ltd 01.09.1998
Advertising Research Foundation
Subjects
Advertising
Advertising agencies
Advertising research
Audiences
Consumer behavior
Consumers
Decision making
Marketing
Personality
Preferences
Sensors
Statistical analysis
Studies
Visualization
United States
United States > US
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Summary:With the increasing ability to target individual consumers via traditional and emerging forms of media, individual psychological differences are becoming a more viable basis for customizing advertising messages. An approach to segmenting consumers is examined, according to their personality-type preferences for processing information that is both theoretically sound and simple to administer. It is established that personality type also can serve as a 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, advertisers can have greater appeal and generate higher purchase intentions for a variety of products.
ISSN:0021-8499
1740-1909