Learning Styles and Marketing Communication Media: Relationships and the Effects on Brand Responses

Abstract

As the importance of marketing communication to support branding increases, so does the need for new and actionable insights into how to develop more effective marketing communication techniques. One approach entails increase marketing communication effectiveness by paying more attention to audience segmentation by examining individual differences. Efforts to understand this phenomenon have prompted a few scholars to suggest that preferred information sources differ across individual consumers. However, work examining media preference based on such individual difference is still sparse. This study investigates the relationship between individual differences and the preferred marketing communication media. The study also investigates the influence of individual differences and preferred marketing communication media on consumers' experiences and attitudes. The individual difference focused in this study is modality difference in learning (learning style).