THE IMPACT OF INDIVIDUAL LEARNING STYLE ON ATTITUDE TOWARDS TELEVISION AS ADVERTISING MEDIA.

Abstract

Marketing communication through various media has always been important for marketers to build customer relationship. Every individual has their own manner of learning style. Since individuals display significant difference in learning style, marketers should investigate the segmentation of consumers by learning style to improve the effectiveness of marketing communication. VARK learning style model is applied in this study because this model focus on sensory and perceptual processes which are widely utilized in implementing and usage of advertising media.  Television being the frequently used advertising media is involved in this research illustrating how consumers in Melaka show their attitudes towards television as advertising media with regards to learning modalities in VARK model. Result is tested if the learning modalities impact the attitude, findings indicate Visual modality has the greatest positive influence on attitude towards television as advertising media, followed by Auditory modality. In contrast, Kinesthetic modality has the greatest negative influence on attitude towards television as advertising media, followed by Read/Write modality. The findings also indicate the four modalities in VARK model has significance on the attitude towards television as advertising media. Results of analysis also show that dominant learning modality exist in this research study.