DOI 10.55206/PVBA9020
Lyubomira Spasova
Trakia University
E-mail: lyubomira.spasova@trakia-uni.bg
Abstract: The article reviews the topic of cognitive styles of individuals by analyzing and comparing different scales for measuring the cognitive affiliation of the personality. The advantages and disadvantages of each scale are analyzed, with the advantage given to VVQ of Kirby et al., because the author believes that this scale is the most suitable instrument for application in advertising and has received the necessary theoretical support from other authors. By analyzing and evaluating the results of various scientific studies, the author provides clarity on cognitive styles as a psychological dimension, which represents sequences in how individuals acquire and process information. The hypotheses regarding the affiliation of advertisement consumers to a certain cognitive style are tested, as well as whether high values on the scales for verbalizers and visualizers correspond to positive reactions to verbal and visual elements in advertising. The methodology includes a comparative analysis of different scales for measuring cognitive styles, as well as a meta-analysis of scientific results from other studies in various scientific fields. Through the meta-analysis conducted in this study, the scientific hypotheses about the correspondence are tested, and a scientific commentary is made on eye fixations during the perception of visual-verbal advertising. The need for additional conditions for measuring these fixations during the impact of advertising is established. Applying the theory of dual coding, dependencies between verbal and visual processing of advertising information are theoretically proven, supporting the idea of simultaneous dual visual-verbal processing. The final findings are related to taking into account additional factors influencing the perception of verbal and visual components in advertising.
Keywords: advertising consumer segmentation, eye fixations, dual coding, VVQ.
Rhetoric and Communications Journal, issue 65, October 2025