Measurement of individual differences in visual versus verbal information processing

Article Abstract:

Research on marketing and consumer behavior has increasingly turned to the individual differences in consumer information processing, with the results of two studies focusing on ability versus preference for imaginal or visual processing reported here. The first of the studies assesses the psychometric properties of frequently used measures of imaginal processing ability and preference, with it shown that the two ability measures are supported somewhat but that the preference measure is not supported. The second of the studies proposes and assesses a new measure of processing preference, referred to as the Style of Processing (SOP) scale, which exhibits internal consistency as well as discriminant and criterion validity.

Consumer preferences, Visual perception, Verbal learning

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The role of expectancy and relevancy in memory for verbal and visual information: what is incongruency?

Article Abstract:

Three experiments are presented that investigate the effect of using incongruent information to improve the memorability of complex marketing communications. The basic premise of the research is that incongruency is a multidimensional concept, the components of which may produce countervailing effects on memory. Drawing on research in social cognition and information processing, a theoretical framework is developed that posits two dimensions of incongruency: relevancy and expectancy. Results of the research provide empirical support for the framework and suggest implications for consumer research and the development of ads. (Reprinted by permission of the publisher.)

Analysis, Consumer behavior, Advertising research

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A psychometric assessment of measures of scripts in consumer memory

Article Abstract:

The psychometric qualities of two measures of scripts, one of many types of memory structures referred to as schemata, for a consumer event are examined through a laboratory experiment in which the reliability and validity of the measures were evaluated. The research brings up questions about the stability of retrospective self-report measures, but the results generally encouraged the belief that the psychometric properties of an alternative measure used a recognition task. Further development of the measure is suggested to facilitate large-scale investigations of script-based processing in the consumer area.

Memory, Psychometrics, Learning, Psychology of, Learning theory (Psychology)

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