Cognitive Personality Traits

 What is cognition?
‘The mental action or process of acquiring
knowledge and understanding through thought,
experience, and the senses.’ - Unknown
 The Two Cognitive Personality
Traits
1. Visualizers versus Verbalizers
2. Need for cognition
 Visualizers versus Verbalizers

Visualizers Verbalizers
• visual information about • verbal information about
the products. products or its description.
• They require strong visual • Verbalizers prefer written
elements information.
• Visualizers are the
observers
 • Visualizers
Image 1

The cancer patient aid association speaks on a unique and refreshing way of
looking at it for smokers.
 • Visualizers
Image 2

The Indian association for promotion of adoption and child welfare, the transparent
sheet in the middle with a child’s picture, conveyed how adoption can change one’s
life just like turning a page.
• Verbalizers
Image 1
 Is this Ad
more
Appealing
to
Visualizers
or
Verbalizers
 Need for Cognition
• Need for cognition (NFC) is a personality
characteristics which is related to Individual’s
thinking process.
• It measures a person’s craving for something,
which helps the advertisers to decide the
combination of color mix in advertisement.
 NFC con’d
Consumers that are high on the need for
cognition-
• rich content and in depth meaning of the
message
Consumers low on the need for cognition-
• models
• celebrity endorsements and
• more colors