VALIDITY AND RELIABILITY OF A METHODOLOGICAL INSTRUMENT FOR MEASURING VERBAL-VISUAL COGNITIVE STYLES IN ADVERTISING
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 ana...
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| Main Author: | |
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| Format: | Article |
| Language: | English |
| Published: |
Trakia University
2024-06-01
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| Series: | Trakia Journal of Sciences |
| Subjects: | |
| Online Access: | http://tru.uni-sz.bg/tsj/Volume%2022,%202024,%20Number%202,%20Series%20Social%20Sciences/9-L.Spasova.pdf |
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| Summary: | 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. |
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| ISSN: | 1313-3551 |