GENDER AND EDUCATION AS DETERMINANTS OF VERBAL – VISUAL COGNITIVE STYLES: AN EMPIRICAL INVESTIGATION IN ADVERTISING PERCEPTION
DOI:
https://doi.org/10.15547/tjs.2026.2.005Keywords:
cognitive styles, gender differences, education level, verbal processing, visual processing, imagery, advertising perceptionAbstract
The purpose of this study is to examine the extent to which gender and education are associated with verbal–visual cognitive styles in the context of advertising perception. The research addresses an identified gap in advertising and cognitive psychology literature concerning the combined effects of demographic factors on individual differences in information processing. An empirical study was conducted using a standardized verbal–visual cognitive style questionnaire measuring visual, verbal, and imagery-based (dream) processing preferences. Independent-samples t-tests, one-way analysis of variance (ANOVA), and analysis of covariance (ANCOVA) were applied to assess the effects of gender and education on cognitive style dimensions. The findings indicate statistically significant gender differences in visual and imagery-based cognitive styles, with females demonstrating higher visual orientation and males exhibiting stronger imagery-based tendencies. Education level was associated with differences across all cognitive style dimensions, indicating differentiated patterns of information processing across educational groups. The results suggest that gender and education are relevant factors related to verbal–visual cognitive styles and should be considered in the design and evaluation of advertising messages. These findings contribute to a deeper understanding of individual differences in advertising perception and offer practical implications for more effective communication strategies.
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