TY - JOUR
T1 - Speaking the Same Language: Exploring the relevance of Neuro-Linguistic Programming to Marketing Communications
AU - Skinner, Heather
AU - Stephens, Paula
PY - 2003/1/1
Y1 - 2003/1/1
N2 - Individuals process each and every encounter with the external environment using sensory system representations (pictures, sounds, feelings, etc.). Studies of neuro-linguistic programming have indicated that each individual tends to have a preferred sensory representational system with which they will internally code these experiences. Market segments are comprised of individuals who, although possessing similarities across traditional segmentation bases, also have different preferred sensory modalities. Therefore, if consumers within any given target market segment do not all talk the same sensory language, marketers are failing to get their message across to everyone within that segment. This study is concerned with examining the efficacy of television advertising in communicating to those within a target group by exploring the links between the advertisements that 'speak' to them most and their preferred representational systems. It finds that participant reactions to those advertisements that they regarded as having the most effect were expressed predominantly in language relating to their preferred sensory representational systems. Furthermore, where participants with different representational systems chose the same advertisement as having the most effect, the reasons for their choice differed on a sensory basis
AB - Individuals process each and every encounter with the external environment using sensory system representations (pictures, sounds, feelings, etc.). Studies of neuro-linguistic programming have indicated that each individual tends to have a preferred sensory representational system with which they will internally code these experiences. Market segments are comprised of individuals who, although possessing similarities across traditional segmentation bases, also have different preferred sensory modalities. Therefore, if consumers within any given target market segment do not all talk the same sensory language, marketers are failing to get their message across to everyone within that segment. This study is concerned with examining the efficacy of television advertising in communicating to those within a target group by exploring the links between the advertisements that 'speak' to them most and their preferred representational systems. It finds that participant reactions to those advertisements that they regarded as having the most effect were expressed predominantly in language relating to their preferred sensory representational systems. Furthermore, where participants with different representational systems chose the same advertisement as having the most effect, the reasons for their choice differed on a sensory basis
KW - neuro-linguistic programming
KW - television advertising
KW - consumer behaviour
KW - sensory representation systems
U2 - 10.1080/1352726032000129926
DO - 10.1080/1352726032000129926
M3 - Article
SN - 1466-4445
VL - 9
SP - 177
EP - 192
JO - Journal of Marketing Communications
JF - Journal of Marketing Communications
IS - 3
ER -