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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.