The Social Sciences

Year: 2016
Volume: 11
Issue: 17
Page No. 4266 - 4271

The Effects of Visual and Verbal Information on Consumer Attitude and Purchase Intention Between Collectivist and Individualist in the Case of Thailand

Authors : Premruedee Jitkuekul

Abstract: The purpose of this study is to examine the effect of the information processing preference on customers’ purchase intention. The researcher has investigated the relationship between social media presentation format and consumer personality traits namely the collectivist and individualist on attitudes towards product and purchase intentions. The study was conducted in the experimental design in the social media context in the case of Thailand. The results of the study suggest that the compatibility between social media presentation format and consumers’ personality has improved consumers’ attitude towards products especially for individualist consumers receiving visual information. Additionally, compatibility between social media presentation format and consumers’ personality has improved consumers’ intention to buy especially for collectivist consumers receiving verbal information. Interesting enough, attitude towards product can be stimulated by visual products information for both collectivist and individualist consumers. On the other hand, intention to buy can be aroused by verbal information for collectivist consumer while individualist consumers are aroused by visual information.

How to cite this article:

Premruedee Jitkuekul , 2016. The Effects of Visual and Verbal Information on Consumer Attitude and Purchase Intention Between Collectivist and Individualist in the Case of Thailand. The Social Sciences, 11: 4266-4271.

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