Measurement of Individual Differences in Visual versus Verbal Information Processing

The examination of individual differences in consumer information processing is an emerging area of research within both marketing and consumer behavior. In this article, we report on two studies that focus on ability versus preference for imaginal or visual processing. The first study assesses the...

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Bibliographic Details
Published in:The Journal of consumer research 1985-09, Vol.12 (2), p.125-134
Main Authors: Childers, Terry L., Houston, Michael J., Heckler, Susan E.
Format: Article
Language:English
Subjects:
Ability
Behavior
Cognitive
Consumer behavior
Consumers
Factors
Individual
Information processing
Marketing
Memory
Preferences
Purchasing
Quantitative psychology
Questionnaires
Recall
Skills
Statistical analysis
Strategy
Studies
Citations: Items that cite this one
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Summary:The examination of individual differences in consumer information processing is an emerging area of research within both marketing and consumer behavior. In this article, we report on two studies that focus on ability versus preference for imaginal or visual processing. The first study assesses the psychometric properties of frequently used measures of imaginal processing ability and preference; the study's results were somewhat supportive of the two ability measures but not supportive of the preference measure. The second study proposes and tests a new measure of processing preference-the Style of Processing (SOP) scale-which exhibits internal consistency as well as discriminant and criterion validity.
ISSN:0093-5301
1537-5277
DOI:10.1086/208501