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Visualizers vs Verbalizers: Consumers’ Cognition and Marketers’ Conviction

CASELET, CONSUMER BEHAVIOR
ET Cases, 7 pages
AUTHOR(S) : Kumar Gambhiraopet and Dr. Nagendra V. Chowdary

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Visualizers vs Verbalizers: Consumers’ Cognition and Marketers’ Conviction

 

Six sets of advertisements are illustrated in this caselet. Each set of advertisement carries two advertisements of two different companies/brands belonging to the same industry. Choose the one (only one) that appeals to you the most in each of the six sets..................

Teaching Note Preview

Visualizers vs Verbalizers: Consumers’ Cognition and Marketers’ Conviction

 

Synopsis

A critical component in understanding a customer’s behavior is to understand (at least attempt) the underlying motives (drives, urges, etc.) that trigger a specific behavior. Having been introduced to several models of consumer behavior (Kotler, Engel, Hawkins, et al.), the participants/students should have a fair understanding of the underlying theoretical constructs. This caselet enables a discussion on relationship between Motivation, Cognition and Learning in defining the consumer behavior. Most importantly this caselet is an attempt to sensitize the participants to examine how visualizers and verbalizers process information (and therefore the resultant perceptions).

Prerequisite Conceptual Understanding (PCU)/Mandatory Readings

The students/participants should be encouraged to read the following mandatory readings as suggested at the end of caselet bereft of which a meaningful discussion and adequate analysis of this caselet cannot be accomplished.............

Case Positioning and Setting

This caselet can be used in MBA, Executive MBA or Executive Development Programs, for either of the following courses:

  • •Consumer Behavior Course – Personality and understanding Consumer Behavior – To examine if there is any circularity relationship between Need For Cognition, Visualizers and Verbalizers to devise the best communication strategies
  • •Designing and Delivering Communication Strategies – In visual or verbal formats pertaining to both – Manufacturing sector as well as Service Sector

 

Assignment Questions

  • I. Elucidate the relationship between Motivation, Cognition and Learning in understanding Consumer Behavior?
  • II. Surmising from the mandatory reading, what do you understand by the Need for Cognition and its usefulness in understanding a consumer’s behavior?
  • III. Differentiate between Visualizers and Verbalizers. How do each one of them process information and what’s the importance of such knowledge to marketers/advertisers?
  • IV. ................

 

Suggested Orchestration

The classroom discussion and analysis was facilitated under three broad sections and could be summarized through the Classroom Discussion Dashboard [Exhibit (TN)-I]...........

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Abstract

This caselet, based on an exercise format, would be useful in building on the theoretical constructs of consumer personality. Specifically this caselet can be used to analyze the importance and behavioral connotations (cognitive personality factors) of visualizers and verbalizers. While visualizers and verbalizers process the information in different ways, what are the underlying cognitive factors? How can Tri-Component-Attitude Model (Beliefs-Affect-Behavioral Intentions) help in understanding the underlying cognitive factors of the way the consumers process information? How should marketers interpret the differences between visualizers and verbalizers from the point of their marketing communications?



Pedagogical Objectives

  • To understand the importance of cognitive personal factors in a consumer's buying decision process and discuss on how Motivation-Cognition-Learning framework is embedded into consumers' cognitive process
  • To examine how visualizers and verbalizers process the communication to make an appropriate buying decision, using Tri-Component-Attitude Model

Case Positioning and Setting

This Caselet can be used for MBA, Executive MBA or Executive Development Programs to highlight either of the following courses:

  • Consumer Behavior Course - Personality and Consumer Behavior - To understand the contrasting personality characteristics of visualizers and verbalizers and analyze the connotations of such characteristics from the view point for marketing communication and consumer behavior
  • Advertising and Promotion Course- Consumer Behavior - To understand the importance of visualizers and verbalizers characteristics in designing marketing communications



This Case Pack Includes:
 - Abstract
- Caselet
- Teaching Note (**ONLY for Academicians)
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