Neuromarketing as a scale validation tool: Understanding individual differences based on the style of processing scale in affective judgements

Meng-Hsien Jenny Lin · Terry L. Childers

15 citations0/0 files storedJournal of Consumer Behaviour

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Consumer Behavior and Marketing Influence Neural and Behavioral Psychology Studies Aesthetic Perception and Analysis

Abstract

Abstract This paper revisits a well‐cited and widely applied consumer scale, Style of Processing (SOP) (Childers et al., Journal of Consumer Research , 1985, 12 , 125), that has been used to investigate individual differences in processing visual versus verbal information in marketing. The scale has advanced knowledge in fields related to marketing communications, product development, psychology, advertising, education and learning theories, shedding light on our understanding of consumer psychology related to persuasion, comprehension, memory, and other consumer cognitive processes involving information. In a research dialog that took place in 2008, a need for further SOP validation was suggested using a neuromarketing approach. We took this call forward and conducted an event‐related‐potential (ERP) experimental research study using electroencephalogram (EEG) to validate the SOP scale, focusing on differential affective processing between verbalizers and visualizers. We not only demonstrate how neuromarketing tools can be utilized to provide evidence for scale validity, providing advantages over self‐reported measures; but more importantly, address issues related to understanding differential fluency effects that exist between visualizers and verbalizers. Behavioral data revealed varying reaction times to emotional stimuli of a pictorial nature. We further identify two ERP components in our data, early left anterior negativity (ELAN) and late negative slow wave (LNSW), that differentiate individual processing fluency in affective versus evaluative‐based judgements. Findings confirmed the construct validity of the SOP scale and enhance our understanding of individual differences in emotional processing of pictorial information.

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References

1997Social psychology: handbook of basic principles 2002Emotion regulation: Affective, cognitive, and social consequences 2002The C-OAR-SE procedure for scale development in marketing 2004The Effect of Conceptual and Perceptual Fluency on Brand Evaluation 1998Representativeness, Relevance, and the Use of Feelings in Decision Making 2003Individual Differences in the Centrality of Visual Product Aesthetics: Concept and Measurement 2000A Functional-Design Approach to Motivation and Self-Regulation 2007Preference Fluency in Choice

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2026Guidelines for Scale Development and Validation

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