Analysis uncovers cognitive styles that improve sales presentation effectiveness for consumers, suggesting practical guidelines for marketers.
Adapting a sales presentation to the preferred information intake and processing modes of the customer can greatly improve the effectiveness of sales presentations. The concept of Jungian cognitive style can provide useful guidelines to matching a presentation to the informational needs of the consumer, but has been relatively overlooked in the marketing literature. The authors of this article redress this lack of attention to cognitive style. They adapt the Sheth framework of buyer-seller interaction to incorporate cognitive style, review the cognitive style literature relative to information intake and processing, and present guidelines for improving the effectiveness of sales presentations.
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McIntyre et al. (1994) studied this question.
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