Communicating through pictures and words: Understanding the role of affect and cognition in processing visual and verbal information | Zendy

Sojka Jane Z. | Zendy; Giese Joan L. | Zendy

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Communicating through pictures and words: Understanding the role of affect and cognition in processing visual and verbal information

Author(s) -

Sojka Jane Z.,

Giese Joan L.

Publication year - 2006

Publication title -

psychology and marketing

Language(s) - English

Resource type - Journals

SCImago Journal Rank - 1.035

H-Index - 116

eISSN - 1520-6793

pISSN - 0742-6046

DOI - 10.1002/mar.20143

Subject(s) - affect (linguistics) , psychology , cognition , cognitive psychology , information processing , nonverbal communication , levels of processing effect , communication , neuroscience

The interaction of affect and cognition was explored as four types of processor groups (high affect/low cognition, low affect/high cognition, high affect/high cognition, and low affect/low cognition) and investigated in terms of responses to a visual stimulus, a verbal stimulus, and a combination visual/verbal stimulus. This exploratory investigation suggests that high‐affect individuals (affective processors) respond more favorably to a visual ad than the other groups, and individuals high in both affect and cognition (combined processors) respond more favorably to a combination visual/verbal ad. Theoretical and managerial implications as well as directions for future research are discussed. © 2006 Wiley Periodicals, Inc.

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