Visual and verbal information processing in a consumer context: Further considerations

Abstract

Among the many provocative comments on the paper by Wyer, R.S., Hung, I.W., & Jiang, Y.W. (2008) Visual and verbal processing strategies in comprehension and judgment. Journal of Consumer Psychology, 18. are concerns about (a) the relation of the conceptualization proposed to more general theoretical formulations of information processing, (b) the consistency of this conceptualization with current knowledge about brain functioning, (c) its implications for other, unmentioned areas of consumer decision making, and (d) the measurement of individual differences in visual and verbal processing strategies. We attempt to respond to these concerns and, in some cases, to elaborate their implications.