Marketers sometimes use strong visual appeals in order to attract _____, and sometimes use detailed descriptions and explanations of products to attract _____.
A) consumers with a low need for cognition; consumers with a high need for cognition
B) visualisers; verbalisers
C) innovators; laggards
D) people with high OSL; people with low OSL

Question

Quizplus · Accepted Answer

Visual appeals are likely to attract visualisers, while detailed descriptions and explanations of products are more likely to appeal to verbalisers. This concept is based on the theory of cognitive styles, which suggests that people have different preferences for processing information. Some people prefer visual aids, while others prefer written or verbal communication. Therefore, in order to effectively reach a wide audience, marketers may need to use a combination of visual and verbal appeals.

Marketers Sometimes Use Strong Visual Appeals in Order to Attract