THE EFFECTS OF COGNITIVE STYLE AND ADVERTISING TYPE ON RESPONSES TO ADVERTISING UNDER CONDITIONS OF LOW AND HIGH INVOLVEMENT: AN EXPERIMENTAL INVESTIGATION (AFFECTIVE, MANOVA)
Abstract (Summary)An experiment was employed to examine the effects of cognitive style and advertising type on subjects' responses to advertising under conditions of high and low involvement. Cognitive style was operationalized using the Myers-Briggs Type Indicator. Advertising type referred to concrete versus abstract radio ads developed for the study. High and low involvement was developed as high and low personal relevance of the soap product being available in the area or not. The belief was that there would be an interaction between cognitive style and ad type. Three measures of consumer response were employed: affective response, attitude toward the ad, and attitude toward the brand. The results of the experiment suggest that attitudes toward the advertisement and brand are unaffected by differences in cognitive style, advertising type, or personal relevance. Significant results were obtained for affective response, however. It would appear that abstract type advertisements may be more effective against intuitive type consumers. It is also indicated that abstract type advertisements may be more effective under conditions of low involvement. Finally, intuitive types would seem to respond more positively to advertising under conditions of high involvement.
School Location:USA - Massachusetts
Source Type:Master's Thesis
Date of Publication:01/01/1985