Gender and education as factors for determining the verbal-visual affiliation of individuals

Abstract

Gender and education are two of the socio-demographic characteristics that are studied to establish individual differences in personality. The purpose of the present research is to determine the susceptibility of individuals to the VVQ, adapted and modified from Kirby et al., and to show the influence of gender and education in the segmentation of verbalizers, visualizers, and dreamers. In the study, a valid and reliable instrument for measuring susceptibility to VVQ, prepared in advance by the author, was applied. The results of the analysis of variance (ANOVA) have showed a strong susceptibility of respondents to the Verbalizer Scale of women, as well as susceptibility to the Dreamer Scale of men. When considering the influence of education on VVQ, it was found that respondents with a master's degree were highly visual, and respondents with a doctoral degree were highly verbal. On Dreamer Scale, susceptibility was greatest again among respondents with a doctoral degree. The results of the analysis of covariance (ANCOVA) indicated that male advertising consumers with a master's degree were more receptive to the Verbalizer Scale, as were female respondents with a doctoral degree relative to all other target groups. These scientific results can be useful for advertisers, marketers, as well as specialists in cognitive psychology.