The personality of cognitive styles and visual metaphors in advertising, 2009

Item — item: 0113502970131

Staff Only

Scope and Content Note

From the Series:

The series contains Master's theses from 1943 to present. The theses consist of either a production book and a media component or solely a production book. The production books were originally submitted as physical bound copies, but were later submitted digitally. The physical production books are stored offsite and the digital production books are stored in the College's preservation repository.

The media components consist of U-matic tapes, VHS tapes, CDs, DVDs, and Blu-rays and changed to digital submissions in 2020. There are also a handful of audiocassette tapes and one USB. The media components are stored onsite at the Archives.

Dates

2009

Creator

Pan, Emily Wei-Ting (Author, Person)

Conditions Governing Use

The thesis is restricted due to FERPA, permission from the author is required before you can view the thesis.

Extent

106 pages : illustrations ; 29 cm

Language of Materials

From the record group: English

From the record group: Chinese

From the record group: Spanish; Castilian

Additional Description

Overview

This study investigates the extent to which a visual design influences consumers with different cognitive styles and personality types. Two pre-tests and a main study are presented. In the main study, each participant views and rates four advertisements containing either a visual metaphor or a straightforward product image. The cognitive style and personality are measured by the Sensing/Intuiting attribute of the Myers-Briggs Type Indicator (MBTI) and Openness to Experience characteristic from the Big-Five" personality theory. This study also examines the moderating effect of Need for Cognition (NFC)." -- abstract.