VALIDITY AND RELIABILITY OF A METHODOLOGICAL INSTRUMENT FOR MEASURING VERBAL-VISUAL COGNITIVE STYLES IN ADVERTISING
DOI:
https://doi.org/10.15547/tjs.2024.02.009Keywords:
cognitive styles, individual differences, VVQAbstract
This study has the following objective: to validate, adapt and modify a scale from Kirby, Moore and Schofield – VVQ, based on Richardson’s scale, to be applied in measurements of advertising influence. The statistical methods applied in the study were factor analysis using principal component analysis (PCA) and Varimax orthogonal rotation with Kaiser normalization, as well as correlation analyses to establish the linear relationship between the VVQ subscales (N=425). The results of a factor analysis (PCA) indicated that a 3-factor solution was acceptable for the present data, forming 3 subscales in the following order: for dreamers, for visualizers, and for verbalizers. Visualization was found to be more pronounced than verbalization in the individuals studied, and the vividness of sleep was more important in building individuals' verbal abilities than visual abilities. The results may be useful for researchers of cognitive styles of individuals as well as their segmentation in marketing, advertising and media.
References
McKenna, K. and Bargh, J., Plan 9 from Cyberspace: The implications of the Internet for personality and social psychology. Personality and Social Psychology Review, 4: 57–75, 2000.
Postmes, T., Spears, R., Sakhel, K. and de Groot, D., Social influence in computer-mediated groups: The effects of anonymity on group behavior. Personality and Social Psychology Bulletin, 27: 1243–1254, 2001.
Marks, D. F., Visual imagery differences in the recall of photos. British Journal of Psychology, 64: 17–24, 1973.
Richardson, A., Verbalizer-visualizer: A cognitive style dimension. Journal of Mental Imagery, 1: 109–126, 1977.
McGrath, E., O’Malley, B., Dura, R. and Beaulieu, C., Factors analysis of the verbalizer- visualizer questionnaire. Journal of Mental Imagery, 13: 75–78, 1989.
Kirby, J., Moore, P. and Schofield, N., Verbal and visual learning styles. Contemporary Educational Psychology, 13: 169–184, 1988.
Paivio, A., Mental Representations: A Dual Coding Approach. Oxford University Press, Oxford, 1986.
Mendelson, A. and Thorson, E., How Verbalizers and Visualizers Process the Newspaper Environment, Journal of Communication, 54 (3): 474-491, 2004.
Spoltore, J. and Smock, D., The verbalizer-visualizer questionnaire: Additional normative data. Perceptual and Motor Skills, 56 (2): 382, 1983.
Antonietti, A. and Giorgetti, M., The verbalizer-visualizer questionnaire: A review. Perceptual and Motor Skills, 86: 227–239, 1998.
Green, K. and Schroeder, D., Psychometric quality of the verbalizer-visualizer questionnaire as a measure of cognitive style. Psychological Reports, 66: 939–945, 1990.
Parrott, C. A., Validation report on the verbalizer-visualizer questionnaire. Journal of Mental Imagery, 10: 39–42, 1986.
Sullivan, G. and Macklin, M., Some psychometric properties of two scales for the measure ment of verbalizer-visualizer differences in cognitive style. Journal of Mental Imagery, 10: 75–86, 1986.
Riding, R. J., Burton, D., Rees, G. and Sharratt, M., Cognitive style and personality in 12-year-old children. British Journal of Educational Psychology, 65: 113–124, 1995.
Riding, R. and Douglas, G., The effect of cognitive style and mode of presentation on learning performance. British Journal of Educational Psychology, 63, 297–307, 1993.
Riding, R. and Sadler-Smith, E., Type of instructional material, cognitive style and learning performance. Educational Studies, 18: 323–340, 1992.
Kogan, N., Individuality and cognitive difference. In G. S. Lesser (Ed.), Psychology and educational practice, Glenview, IL: Scott, Foresman, 242–292, 1971.
Edwards, J. and Wilkins, W., Verbalizer-visualizer questionnaire: Relationship with imagery and verbal-visual ability. Journal of Mental Imagery, 5: 137–142, 1981.
Schroeder, D. H., Is cognitive style bipolar? Poster session presented at the annual meeting of the American Psychological Association, New Orleans, LA, 1989.
Blazhenkova, O. and Kozhevnikov, M., The New Object-Spatial-Verbal Cognitive Style Model: Theory and Measurement, Applied Cognitive Psychology, 23: 638-663, 2009.
Blajenkova, O., Kozhevnikov, M. and Motes, M., Object-spatial imagery: A new self-report imagery questionnaire. Applied Cognitive Psychology, 20, 239–263, 2006.
Jonassen, D. and Grabowski, B., Handbook of individual differences, learning and instruction. Hillsdale, NJ: Lawrence Erlbaum Associates, 1993.
Lean, G. and Clements, A., Spacial ability, visual imagery, and mathematical performance. Educational Studies in Mathematics, 12: 267-299, 1981.
Presmeg, N., Visualization and Mathematical Giftedness. Educational Studies in Mathematics, 17: 297-311, 1986a.
Presmeg, N., Visualization in High School Mathematics, Educational Studies in Mathematics, 63: 42-46, 1986b.
Childers, T., Houston, M. and Heckler, S., Measurement of individual differences in visual versus verbal information processing. Journal of Consumer Research, 12: 125–134, 1985.
Mcavinue, L. and Robertson, I., Measuring visual imagery ability: A review. Imagination, Cognition and Personality, 26(3): 191–211, 2007.
Paivio, A. and Harshman, R., Factor analysis of a questionnaire on imagery and verbal habits and skills. Canadian Journal of Psychology Review, 37: 461–483, 1983.
Mayer, R. and Massa, L., Three facets of visual and verbal learners: Cognitive ability, cognitive style, and learning preference. Journal of Educational Psychology, 95: 833–841, 2003.
Cronbach, L. and Snow, R., Aptitudes and instructional methods: A handbook for research on interactions. Oxford, UK: Irvington, 1977.
Clark, J. and Paivio, A., Dual coding theory and education. Educational Psychology Review, 3(3): 149-170, 1991.
Marks, D. F., Visual imagery differences in the recall of photos. British Journal of Psychology, 64: 17–24, 1973.
Rididng, R.J., Cognitive Styles Analysis, Birmingham: Learning and Training, Technology, 1991.
Sadler-Smith, E., The relationship between learning style and cognitive style, Personality and Individual Differences, Vol. 30, (4): 609-616, 2001.
Riding, R. and Cheema, I., Cognitive styles: An overview and integration. Educational Psychology, 11: 193–215, 1999.
Peterson, E., Deary, I. and Austin, E., A new measure of Verbal-Imagery Cognitive Style: VICS. Personality and Individual Differences, 38: 1269–1281, 2005.
Ausburn, L. and Ausburn, F., Cognitive styles: Some information and implications for instructional design. Educational Communication and Technology, 26: 337–354, 1987.
Houston, M., Childers, T. and Heckler, S., Picture-Word Consistency and the Elaborative Processing of Advertisements, Journal of Marketing Research, 24: 359-369, 1987.
McQuarrie, E. and Mick, D., Visual rhetoric in advertising: text-interpretive, experimental, and reader-response analyses. Journal of Consumer Research 26 (June), 37-54, 1999.
Gkiouzepas, L. and Hogg, M., Articulating a new framework for visual metaphors in advertising. Journal of Advertising, 40 (1): 103-120, 2011.
Phillips, B.J., The impact of verbal anchoring on consumer response to image ads. Journal of Advertising, 29 (1): 15-25, 2000.
Lang, A., Borse, J., Wise, K. and David, P., Captured by the World Wide Web: orienting to structural and content features of computer-presented information. Communication Research, 29 (3): 215-245, 2002.
Rayner, K. and Castelhano, M., Eye movements during reading, scene perception, visual search, and while looking at print advertisements, 2008.
Graesser, A., Lu, S., Olde, B., Cooper-Pye, E. and Whitten, S., Question asking and eye tracking during cognitive disequilibrium: comprehending illustrated texts on devices when the devices break down. Memory & Cognition, 33 (7): 1235-1247, 2005.
Radach, R., Lemmer, S., Vorstius, C., Heller, D. and Radach, K., Eye movements in the processing of print advertisements. In: Hyönä, J., Radach, R., Deubel, H. (Eds.), The Mind's Eye: Cognitive and Applied Aspects of Eye Movement Research. Elsevier Science, Amsterdam, pp. 609—632, 2003.
Kaiser, H., A second generation Little Jiffy, Psychometrika, 35, 401-415, 1970.
Ganeva, Z., Let's reinvent statistics with IBM SPSS Statistics, Elestra, ISBN 978-619- 7292-01-5, 2016.
DeVellis, R., Scale development: Theory and application. (3rd ed.) SAGE Publications, 2012.
Bartlett, M. S., A note on the multiplying factors for various chi square approximations. Journal of the Royal Statistics society, 16: 296-298, 1954.
Downloads
Published
Issue
Section
License
Copyright (c) 2024 Trakia University
This work is licensed under a Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License.
