A person who is high in dogmatism approaches

the unfamiliar defensively while the person who

is low in dogmatism will rarely consider
unfamiliar or opposing beliefs. Consumers who
are low in dogmatism i.e. closed minded persons
generally prefer innovative products to
traditional alternatives while consumers who are

HIGHLY high in dogmatism prefer established products

rather than the innovative product alternatives.
So here the Promotional message towards which
DOGMATIC the highly dogmatic customers are more
receptive is Ads for new products or services

CONSUMERS.
that contains an appeal from the authoritative
figure. So here the marketer uses celebrities and
experts to their new product advertising for
making it easier for the potentially reluctant
customers. While in contrast low dogmatic
customers who have high innovativeness seems
to be receptive towards messages that stress
factual differences, product benefits and other
forms of product usage information
 Inner-directed consumers tend to rely on their own
INNER inner values or standards in evaluating new products and
are likely to be consumer innovators. Inner-directed
DIRECTED people seem to prefer ads that stress product features
and personal benefits, which enabling them to use their
CONSUMERS own values and standards in evaluating products.
 Consumers with high optimum stimulation levels get the
feel of purchasing innovative products while taking the risks
associated with such purchase . Marketers can easily
capture this type of market segment through the use of
CONSUMERS current innovation and new retail outlets . This type of
consumer is thrill-oriented as evidenced by the desire to
take risks and product innovations. They tend to be
WITH HIGH involved with finding information about brands and doing
shopping sprees .
OPTIMUM
STIMULATION  Promotional messages to be directed to this type of
segment should make inclusions that provide lots of sensory
stimulation . Messages depicting a scene from a romantic
LEVEL(OSL) movie would suit the kind of interest that this type of
segment enjoys. They crave for festive sensory and auditory
styles of communication that gives them life and power.
Having these types of messages will bring their might or
power to the extreme.
CONSUMERS Consumers with a high need for recognition are ones
WITH A HIGH who often crave for, or enjoy, thinking. They are likely
to be responsive to ads that are rich in product- related
NEED FOR information or description, and unresponsive to the
auxiliary or contextual aspects of an advertisement.
RECOGNITION.
 Consumers who are visualizer's are
easily captivated when their eyes are
caught by visually attractive displays or
broadcast media, while consumers who
are verbalizer's easily notices that some
products have printed labels that are
enough to give full information regarding
their usage and benefits . On the other
hand, effective medium for developing
promotional content to consumers who
VISUALIZERS VS are visualizer's is the use of brochures ,
Ads depicting colorful combination of
pictures and graphics will deliver
VERBALIZERS favorable response from this type of
market segment. Creative and colorful
packaging sells to this type of market
segment because they are visually
inclined as an individual. Conversely,
consumers who are verbalizer's like
print media and promotional content .
Suitable promotional message for this
type of is a good blend of written and
oral media that condense product
information with known benefits.