ARTICLE IN PRESS

Tourism Management 29 (2008) 146–150

www.elsevier.com/locate/tourman

Virtual experience vs. brochures in the advertisement of scenic spots:

How cognitive preferences and order effects influence advertising effects
on consumers
Wen-Bin Chioua,, Chin-Sheng Wanb, Hsin-Yi Leec
a
Center for Teacher Education Program, National Sun Yat-Sen University, 70, Lien-Hai Road, Kaohsiung 804, Taiwan, ROC
b
General Education Center, National Kaohsiung Hospitality College, 1, Sung-Ho Rd., Kaohsiung 812, Taiwan, ROC
c
Graduate School of Business Administration, National Chiayi University, Chiayi 580, Taiwan, ROC
Received 4 August 2006; received in revised form 8 March 2007; accepted 20 March 2007

Abstract

Virtual experience has begun to play a significant role in the marketing and promotion for the tourism industry. This article
demonstrates that the advertising effects of traditional brochures vs. virtual experience would be contingent on consumers’ cognitive
preferences. The traditional use of brochures in advertising would be more effective for verbalizers, whereas the virtual experience mode
would be more effective for visualizers. Under a hybrid of the two advertising modes, a recency effect was found indicating that the
subsequent or more recently experienced advertising mode would generate a greater impact. Moreover, the recency effect of traditional
brochures was more apparent for verbalizers, whereas the recency effect of virtual experience was more pronounced for visualizers. The
findings provide insights into the contingent use of traditional brochures, the use of virtual experience, and the use of hybrid advertising.
r 2007 Elsevier Ltd. All rights reserved.

Keywords: Advertising effect; Cognitive preference; Order effects; Virtual experience

1. Introduction market, people have used multiple channels to gain travel

Traditionally, advertising has been defined as a form of
controlled communication that attempts to persuade
consumers, using strategies and appeals, to buy or use a
particular product or service (Defleur & Dennis, 1996). It is
becoming abundantly clear that the media environment
into which advertising is placed is changing, and because of
this trend, the nature of advertising is changing as well.
Many new channels of mass communication were devel-
oped during the latter part of the 20th century that exposed
the public to an ever-increasing number of mediated
messages (Fitzgerald, 1999; Lombard et al., 1997).
Tourism and leisure have become prevalent activities in
modern life. With the rapid expansion of the tourism
Corresponding author. Tel.: +886 7 5252000 5884;
fax: +886 7 5255892.
E-mail addresses: wbchiou@mail.nsysu.edu.tw (W.-B. Chiou),
won@mail.nkhc.edu.tw (C.-S. Wan), jennyhylee@gmail.com (H.-Y. Lee).
information. People may have received tour information
from relatives, friends, brochures, or travel agents in the
past. However, through the progress of media technology
in recent years, most consumers can now view the photos
and read information about scenic spots through the
Internet in order to experience the sights in advance (Klein,
1998). Traditionally, most tourism-oriented industries
used brochures to promote travel-related products (Hollo-
way & Plant, 1992; Yamamoto & Gill, 1999), but
brochures can only supply short and limited introductions.
Direct product experiences have consistently been shown to
lead to stronger beliefs and attitudes than advertising
(Marks & Kamins, 1988; Smith & Swinyard, 1988). More
and more industries (e.g., hotels, exhibitions and travel
destinations) now provide virtual experience, such as
panoramic views, animation, and interactive photos, so
that consumers can get a direct experience without actually
being there. Clearly, virtual experience does more for the
tourism industry than does just print information; virtual

0261-5177/$ - see front matter r 2007 Elsevier Ltd. All rights reserved.
doi:10.1016/j.tourman.2007.03.016
 ARTICLE IN PRESS
W.-B. Chiou et al. / Tourism Management 29 (2008) 146–150
experience actually gives consumers the chance to get a feel
of their travel destinations on the Internet. Therefore, the
preferred medium for advertising scenic spots has gradually
turned from the traditional brochure to virtual experience
(Fang & Lie, 2006).
2. Review of literature and hypotheses
2.1. Cognitive preference as a moderator
Previous studies on virtual experience have focused
mostly on how virtual experience affects consumers (Li,
Daugherty, & Biocca, 2001). However, consumer research-
ers have been increasingly interested in how cognitive
personality factors influence various aspects of consumer
behavior. One cognitive personality factor in particular,
cognitive preference (visualizers vs. verbalizers), has been
useful in understanding selected aspects of consumer
behavior (Paivio, 1991). Cognitive preference refers to an
individual’s style of or inclination in information proces-
sing, which is closely related to personal preference but not
to intellectuality (Riding & Douglas, 1993). In principle,
cognitive personality research classifies consumers into two
groups: visualizers (consumers who prefer visual informa-
tion and products that stress the visual, such as member-
ship in a videotape club) or verbalizers (consumers who
prefer written or verbal information and products, such as
membership in book clubs or audiotape clubs).
To compare the effects of visualizing and verbalizing
styles on memory, previous studies have supported the idea
that people differ in their predisposition to remember
details from verbal or visual information (Riding &
Ashmore, 1980; Riding, Burton, Rees, & Sharratt, 1995).
Some people use fewer images and rely mostly on verbal
material, whereas others remember better from visual
material (Riding & Douglas, 1993). Because of the
differences in the consumers’ cognitive preferences, mar-
keters should consider how cognitive preference moderates
the effects of verbal and visual materials, so that they may
know what mode of advertising to choose in order to
achieve better advertising results. The findings about the
moderating effect of consumers’ cognitive preferences on
advertising effects may provide further insights into the
interplay of cognitive preference and advertising mode
(virtual experience vs. traditional brochure). More specifi-
cally, it was predicted that visualizers, when compared with
verbalizers, would be more influenced by virtual experience
than by traditional brochures. On the other hand,
verbalizers, when compared with visualizers, would be
more affected by traditional brochures than by virtual
experience.
2.2. The order effect and hybrid advertising using both
brochures and virtual experience
Researchers in marketing, psychology, and many other
disciplines have identified two types of order effects in
147
belief updating: primacy and recency (Haugtvedt &
Wegener, 1994; Hogarth & Einhorn, 1992). Generally, an
order effect exists when an outcome, based on a fixed set of
phenomena, varies with the order in which the phenomena
occur. Primacy is obtained when the relative weight
accorded to the first piece of the evidences is the greatest.
Recency is obtained when the relative weight accorded to
the last piece of the evidences is the greatest.
Previous researchers (Haugtvedt & Wegener, 1994;
Hogarth & Einhorn, 1992) have stated that the presenta-
tion order of advertising information would affect con-
sumers’ information processing. The primacy effect refers
to previous information exhibiting greater effect than
subsequent information, whereas the recency effect refers
to subsequent information generating greater effect than
earlier information (Curtis & Duane, 1994). Therefore,
when marketers in the tourism industry advertise products
by adopting both virtual experience and brochures, they
should consider message order effects. Moreover, the order
effect would be contingent on consumers’ cognitive
preferences, under the hypothesis that depicts the interplay
of advertising mode and cognitive preference.
The first study generally examined whether the differ-
ential advertising effects between virtual experience and
traditional brochures would be contingent on consumers’
cognitive preferences. The second study, aimed to deter-
mine whether the cognitive preferences of consumers would
influence the order effects when virtual experience and
traditional brochures were used consecutively in advertis-
ing scenic spots.
3. Experiment 1
3.1. Participants and design
In the recruitment of participants, Singh, Lessig, Kim,
Gupta, and Hocutt (2000) suggested that the effects of
advertising on students and the common masses are
similar. Hence, it was appropriate to use college students
as participants in this research. In Study 1, the Ping-Tung
Indigenous People Cultural Park in Taiwan was used as the
advertising target. Respondents were 104 college students
who participated in a 2 (cognitive preference: verbalizers
vs. visualizers)  2 (advertising mode: traditional brochure
vs. virtual experience) between-subjects design.
3.2. Independent variables
Cognitive preference was treated as a subject variable in
this experimental study. The verbal and visual cognitive
styles scales (CSS) developed by Kirby, Moore, and
Schofield (1988) were not employed in the present research,
because this self-report measure is relatively subjective.
Participants’ cognitive preference was determined by a
free recall task that was designed to differentiate their
relative advantage in information processing between
visual items and verbal items. Participants’ recall rate
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regarding the visual- and verbal-item task was used to seven-point scale (from totally disagree to totally agree).
represent their relative advantage in processing visual or The purchase intent that consisted of three items was
verbal information. measured on a seven-point scale (from totally disagree to
For the classification of consumers’ cognitive prefer- totally agree). After viewing the ad, participants were asked
ences, participants whose recall rate in the visual-item task to rate the advertising effect on the three scales. High
was higher than that in the verbal-item task by at least half scores represent greater advertising attitude, brand atti-
of the standard deviation of rate differences were placed in tude, and purchase intent.
the ‘‘visualizers’’ group, whereas participants who per-
formed better in the verbal-item task were placed in the
3.4. Results
‘‘verbalizers’’ group. Those participants who did not show
a significant rate difference between the two kinds of recall
To test our hypotheses, participants’ responses were
tasks were excluded from the subject pool. Among the
submitted to a 2 (cognitive preference: verbalizers vs.
participants, there were 52 verbalizers and 52 visualizers.
visualizers)  2 (advertising mode: brochure vs. virtual
The contrasted-group method was used to test whether the
experience) between-subjects MANOVA (Table 1).
recall task was valid to discriminate between participants’
The main effect of the advertising mode was obtained,
cognitive preferences. The visualizers (M ¼ 3.46, SD ¼
F(3, 98) ¼ 4.18, po0.01. The advertising effect under the
0.92) scored higher on the visual subscale of the CCS with a
virtual experience mode was significantly greater than that
five-point scale than did the verbalizers (M ¼ 2.44,
under the traditional brochure mode. More importantly,
SD ¼ 0.80), with t(102) ¼ 6.03, po0.001. In contrast, the
MANOVA revealed a significant interaction of cognitive
verbalizers (M ¼ 3.63, SD ¼ 0.82) scored higher on the
preference and advertising mode, F(3, 98) ¼ 22.66, po
verbal subscale of the CCS than did the visualizers
0.001. For the participants who were visualizers, the
(M ¼ 2.56, SD ¼ 0.85), with t(102) ¼ 6.59, po0.01. Re-
advertising effect of virtual experience was more prominent
sults showed that the recall task employed in the present
than that of traditional brochure, F(3, 48) ¼ 9.17,
research was satisfactory for measuring participants’
po0.001. On the other hand, the advertising effect of
cognitive preferences.
traditional brochures was more pronounced than that of
The advertising mode was manipulated between subjects.
virtual experience for those who were verbalizers,
Both verbalizers and visualizers were randomly assigned to
F(3, 48) ¼ 19.93, po0.001.
either the traditional brochure condition or the virtual
experience condition. Half of the participants received the
virtual experience advertising, whereas the other half 4. Experiment 2
received the traditional brochure advertising.
4.1. Methodology
3.3. Dependent measures
In the second study, respondents were 136 college
The dependent measure was the advertising effect as students who participated in this study for course credit.
determined by the advertising attitude scale developed by They were assigned to a 2 (cognitive preference: visualizers
Gardner (1985), the brand attitude scale developed by vs. verbalizers)  2 (presentation order: virtual experience
Lafferty and Goldsmith (1999), and the purchase intent followed by traditional brochure vs. traditional brochure
scale developed by McKenzie, Lutz, and Belch (1986). followed by virtual experience) between-subjects design.
Both the advertising attitude scale and the brand attitude Among the participants were 52 verbalizers and 84
scale that consisted of four items each were rated on a visualizers.

Table 1
Advertising effect of cognitive preference by advertising mode

Cognitive preference by advertising mode Advertising effect

Advertising attitude Brand attitude Purchase intent

M SD M SD M SD

Verbalizers (n ¼ 52)
Traditional brochure 5.13 0.83 4.89 1.02 5.04 1.08
Virtual experience 3.86 0.95 4.19 0.81 4.41 1.15
Visualizers (n ¼ 52)
Traditional brochure 3.81 0.70 3.84 0.68 4.00 0.96
Virtual experience 4.95 0.84 5.22 0.78 5.64 0.93

Note: Each experimental condition consisted of 26 participants. Advertising attitude, brand attitude, and purchase intent were all rated on a seven-point
scale.
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W.-B. Chiou et al. / Tourism Management 29 (2008) 146–150 149

Participants’ cognitive preferences were determined by the 5. Concluding comments

same method used in the first study. The presentation order
was manipulated between subjects. Half of the participants In principle, verbalizers tend to use fewer images, but
received the traditional brochures followed by the virtual rely mostly on verbal material, whereas visualizers tend to
experience mode, whereas the other half received the two remember better from visual material and not from verbal
advertising modes in the opposite order. The dependent material. The findings of the first study were in accordance
measures were similar to those employed in the first study. with the predictions. The results also suggest that
consumers who are verbalizers would more likely be
affected by the ads with traditional brochure, whereas
4.2. Results
those who are visualizers would more likely be influenced
by the ads with virtual experience.
To examine whether the advertising effect would depend
In the second study, the results first indicated that the
on the interaction of presentation order and cognitive
recency effect was more prominent than the primacy effect
preference, participants’ responses were submitted to a 2
when hybrid advertising was employed. This finding was
(cognitive preference: visualizers vs. verbalizers)  2 (pre-
consistent with a classical study conducted by Insko (1964).
sentation order: virtual experience followed by traditional
Thus, when receivers were asked to rate their responses
brochure vs. traditional brochure followed by virtual
immediately after a hybrid presentation, the recency effect
experience) MANOVA (Table 2).
was more apparent. Furthermore, the second study also
The main effect of the presentation order was significant,
revealed that the advertising effect was greater for
F(3, 130) ¼ 3.52, po0.05. The advertising effect under the
verbalizers when the subsequent advertising mode was
traditional brochure followed by virtual experience condition
traditional brochure, whereas the advertising effect was
was greater than that under the virtual experience followed by
greater for visualizers when the subsequent advertising
traditional brochure condition. Results revealed that the
mode was virtual experience. Thus, it suggests that in
subsequent advertising mode (i.e., virtual experience) exhib-
hybrid advertising, the recency effect would depend on
ited greater advertising effect than the previous advertising
participants’ cognitive preferences. In the practice of
mode (i.e., traditional brochure). This further indicated that,
contemporary marketing, potential tourists are likely to
in hybrid advertising, the recency effect might generate a
be subjected to both advertising modes. Future research
greater impact than the primacy effect. Moreover, a
may investigate the complementarity of the different modes
significant interaction of cognitive preference and presenta-
of advertising.
tion order was found, F(3, 130) ¼ 16.46, po0.001. For
In conclusion, the findings showed that consumers’
participants who were verbalizers, the advertising effect under
cognitive preferences played a critical role in determining
the virtual experience followed by traditional brochure
the advertising effect of virtual experience vs. traditional
condition was greater than that under the traditional
brochures. A match hypothesis that refers to the con-
brochure followed by virtual experience condition, F(3, 48) ¼
gruence between the advertising mode and consumers’
3.66, po0.05. Among visualizers, the advertising effect under
cognitive preferences was supported by the research
the traditional brochure followed by virtual experience
findings. Furthermore, the findings in the second study
condition was greater than that under the virtual experience
suggest that when marketers want to employ both virtual
followed by traditional brochure condition, F(3, 48) ¼ 20.59,
experience and traditional brochures in advertising their
po0.001.
products, the virtual experience mode should be presented
to visually oriented consumers after the traditional
Table 2
Advertising effect of cognitive preference by the presentation order of
brochure mode, whereas the traditional brochure mode
hybrid advertising should be introduced after the virtual experience mode for
verbally oriented consumers.
Cognitive Advertising effect It should be noted that there are limitations to the
preference by
presentation Advertising Brand attitude Purchase intent present research. First, participants in the present research
order attitude were Taiwanese college students. Future research may
employ multiple samples with different demographic
M SD M SD M SD
backgrounds to expand the external validity of the
Verbalizers (n ¼ 52) arguments addressed in this article. Second, the advertising
TB–VR 4.23 0.64 4.21 0.67 4.45 1.05 effects assessed in this article were self-report measure-
VR–TB 4.77 0.82 4.76 0.84 5.08 1.07 ments that focused on attitudes and purchase intent.
Visualizers (n ¼ 84) However, recognition and recall, which are commonly
TB–VR 5.31 0.85 5.29 0.87 5.41 0.92 used as indicators of advertising effectiveness (Singh &
VR–TB 3.87 0.89 4.28 0.94 4.41 1.14 Churchill, 1987), may also determine the presence of the
Note: TB, traditional brochure; VR, virtual experience. Advertising
advertising effects. Future research may examine the
attitude, brand attitude, and purchase intent were all measured on a advertising effects by adopting this measurement ap-
seven-point scale. proach. Finally, only one scenic spot was employed to test
 ARTICLE IN PRESS
150 W.-B. Chiou et al. / Tourism Management 29 (2008) 146–150
the hypotheses in this research. Future research may utilize
different types of scenic spots and examine whether the
advertising effects of traditional brochures vs. virtual
experience would be contingent upon the types of scenic
spots involved.
In sum, this article enhances our understanding of the
usage of virtual experience in advertising products in the
tourism industry. Consumers’ cognitive preferences might
interact with the advertising modes to determine the
advertising effects. Marketers may benefit from the
applications of the findings observed in the present
research, particularly when deciding on the appropriate
presentation order of hybrid advertising according to the
interplay of consumers’ cognitive preferences and advertis-
ing modes.
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