Abstract
Abstract The purpose of this study was to investigate the feasibility of using cognitive style as a market segmentation variable. Cognitive style variables represent predispositions influencing an individual's information gathering and processing behavior. Taken together these cognitive style variables are presumed to represent relatively stable strategies which regulate how an individual seeks meaning. The performance of cognitive style as a segmentation variable is compared with attitude typing, which is already widely accepted in marketing and advertising. A population of 300 college students was tested for cognitive style and for attitudes toward men's toiletries. Subjects were asked to respond to 22 advertisements for toiletry and non-toiletry products, and were tested for brand loyalty. product usage rate, and mass media usage. Results of the study indicate that attitude and cognitive style discriminate different sets of consumer choice behavior. Attitude was shown to be related strongly to perceptions of toiletry advertisements, while cognitive style was related to mass media consumption.
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