As the importance of marketing communication to support branding
increases, so does the need for new and actionable insights into how to
develop more effective marketing communication techniques. One approach
entails increase marketing communication effectiveness by paying more
attention to audience segmentation by examining individual differences.
Efforts to understand this phenomenon have prompted a few scholars to
suggest that preferred information sources differ across individual
consumers. However, work examining media preference based on such
individual difference is still sparse. This study investigates the
relationship between individual differences and the preferred marketing
communication media. The study also investigates the influence of
individual differences and preferred marketing communication media on
consumers’ experiences and attitudes. The individual difference focused
in this study is modality difference in learning (learning style).