Emerson thesis -- Marketing Communication

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...