Site Map
RDB home
Bookmark [ Send Page # QR-Code # Guestbook]Wednesday, 20 February 2019

Neuro-Linguistic Programming
Research Data Base [ Skinner H, 2003. | Id:332 ]


Skinner H, Stephens P: Speaking the same language: the relevance of neuro-linguistic programming to effective marketing communications. Journal of Marketing Communications 9(3) - Routledge: 177-192, 2003.

Abstract: 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.

 [ Back ]
This website was carefully updated on Friday, 27 April 12:23:17 CEST 2018.
Navigation Search Entries Authors Keywords Info State Admin Home Exit
   NLP Community * | Data privacy
© 1995, 2019 Franz-Josef Hücker. All Rights Reserved.
Send Page Print Page follow nlp_de XING ( NLP Foren ) RSS Feeds & Podcasts