• The Journal of the Korea Contents Association
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• v.21 no.9
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• pp.1-11
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• 2021

The domestic content market has grown continuously. Furthermore, content consumption has rapidly increased in the COVID-19 era. For these reasons, it is necessary to investigate consumer behavior related to content business. This study focuses on content names as a key factor that induces consumers' interest in the content. In particular, this research examines if the conceptual fluency of the content name affects consumers' liking for the content. In addition, it explores the moderating effect of style of information processing (verbalizer vs. visualizer). The results of an experiment shows that the conceptual fluency on the content name is positively influential for liking content. Also, there was a significant interaction effect between verbalizers and conceptual fluency on content name. This study has important findings in terms of content marketing strategies. Above all, it has strong points because this research examines the style of information processing as an important consumer characteristic variable.

• Korean Journal of Cognitive Science
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• v.17 no.3
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• pp.231-253
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• 2006

The interaction effects of the cognitive style and the presentation order of learning material was explored in the study. Visualizers performed better when the graphic information was presented prior to the verbal information, whereas verbalizers did better when the verbal information was presented prior to the graphic information. The results of the present research have practical implication of personalized multimedia design based on the learner's cognitive style. The results also have suggested that the cognitive load of a multimedia material can be varied depending on the compatibility of the cognitive style and the material.