4. Advances in Consumer Research, Vol. Piaget’s stage theory suggests that the cognitive limitations are based on what developmental stage the child is in; the information-processing theory suggests that limitations are due to a child’s functional short-term memory capacity which is linked to age. These operations include all mental activities that involve noticing, taking in, manipulating, storing, combining, or retrieving information. This approach focuses on the two critical factors that affect the type of processing that occurs during exposure to an advertisement--attention levels and the processing strategy used by an individual. These theories have similarities as well as divergent views on development. A second interpretation is that visual stimuli, if they evoke positive feelings, may directly affect attitudes through classical conditioning mechanisms or what we call "affect transfer''. Although this brand name did not seem to convey any information about the brand in the pretest, apparently it did among subjects in the control group.] A.; Russo, J. E. and Gardner, M. (1979), "Strategy-Induced Low Involvement Perception of Advertising,'' Working Paper, Graduate School of Industrial Administration, Carnegie-Mellon University, Pittsburgh, PA. Nelson, D. L. (1979), "Remembering Pictures and Words: Appearance Significance and Name." Some preliminary results are presented from a study that examines the effect of these two factors on brand attitudes and the amount of product information that can be retrieved from long term memory. Information processing is not really the name of a single theory; it is a generic name applied to various theoretical perspectives dealing with the sequence and execution of cognitive events. Exactly how do these predominately pictorial advertisements affect consumer behavior? Three of these products were featured in pictorial advertisements and for these products, the attitudes formed under condition IV were higher than those in the control. At this point, it is difficult to determine which of these two process interpretations are correct. In the third condition this task involved watching two lights that were randomly flashing on and off approximately 25 times per minute. FIGURE 2 FACTORS AFFECTING THE PROCESSING OF INFORMATION FROM ADVERTISEMENTS Involvement In a previous paper, I defined involvement as the amount of arousal or interest evoked by a particular stimulus (Mitchell, 1979). What is CIP? This differs from most of the previous research in the area which has used either input-output studies which are generally high on external validity, hut provide little information about the cognitive processes that cause the effects, or studies which present advertisements to subjects and then attempt to measure mediators of the resulting process. McClelland, 3. Serial processing effectively means one process has to be completed before the next starts. Second language learning is viewed as the acquisition of a complex cognitive skill. Cognitive Information Processing Theory: Current Status, Future Trends, Implications for Career Services. The entire procedure lasted approximately an hour. Sensory memory allows the learners to organize groups of information or patterns in their environment; learners recognize and then process these patterns. In the second model, information from the advertisement is actively processed, but it is not critically evaluated. Some of the pictorial advertisements used a picture to convey information about the advertised brand (e.g., a ski scene for toothpaste), while others did not (e.g., picture of sailboats for a candy bar). Here there are significant differences between only conditions I and II. 1. Cognitive Information Processing, Piagetian Theory, and Interactional Theories of Cognitive Development are the three perspectives given on how Kermit learns to play the keyboard. Applying cognitive theory to qualitative research can make it easier for research participants to provide deeper and more relevant answers than simple survey questions. Example:In a GUESS advertisement, Paris Hilton steps down the helicopter escorted by a helper … The Cognitive Information Processing Approach to Career Development and Services is a theory of career problem solving and decision making that was developed through the joint efforts of a group of researchers at the Florida State University Career Center's Center for the Study of Technology in Counseling and Career Development. Norman, D A (1979), "Perception, Memory and Mental Processes," in L. M. Nilsson (ed.) (1979), "Involvement: A Potentially Important Mediator of Consumer Behavior," in W. Wilkie, ed., Advances in Consumer Research, Vol. Echo Wen Wan, University of Hong Kong, Kirla C Ferreira, EAESP-FGV, Brazil & City University of London, UK Journal of Experimental Psychology: Human Learning and Memory, 5, 292-314. For instance, rather than simply using paper and pencil measures of beliefs, elicitation procedures are used to actually determine what information individuals are able to retrieve from long term memory after processing information from an advertisement These more precise measures should provide a better indication of the effects of this mediator of attitude formation. The focus of this approach has been to determine the types of responses elicited by an advertising message and how these responses associate to attitudes towards the advertisement, the brand and purchase intention. Most of the previous research on communication effects has used verbal stimuli and aside from some initial research in the area (e.g., Lutz and Lutz, 1978; Mitchell and Olson, 1977, 1979; Rossiter and Percy, 1980), we do not have a clear understanding of the effect of visual communications. Certified Advertising Manager. These stages include sensory analysis, the formation of message beliefs (i.e., comprehension), the evaluation of these beliefs based on prior information stored in long term memory, the formation and change of product beliefs and the formation and change of brand evaluations or attitudes (Figure 1). Hamilton, Katz and Leirer (1979, for instance, have demonstrated that subjects are able to recall more information from a list of sentence predicates when they are asked to form an impression of the person described by the sentences as opposed to when they are simply instructed to remember as many sentences as possible.2 In summary, although the exact relationship between processing strategy and the ability to recall a stimulus is not clearly understood, such a relationship appears to exist (Craik, 1979). The sacrificing of external validity seems to be almost a necessary condition if we are to obtain a fine-grained understanding of consumer behavior from an information processing perspective. ABSTRACT - An information processing approach for examining individual level advertising effects is discussed. The overall differences between conditions are slight and they are not significant. Second, there does not appear to be any consistent direction in the differences between conditions. All of the cognitive theories described so far rely on what psychologists call the “ serial processing of information,” meaning that in these examples, cognitive processes are executed in series, one after another. In the first model, information from the advertisement is actively processed and evaluated. Staats, A. W. and C. K. Staats (1967), "Attitudes Established by Classical Conditioning," in M Fishbein, ed. After this, their attitudes toward the different brands were measured using a short questionnaire, and then, elicitation procedures were used to determine what information the subjects had stored in memory about each brand (Olson and Muderrisoglu, 1979). Zajonc, R. B. Mitchell, A. However, when the pictorial advertisement was designed to convey little information about the advertised brand, more favorable attitudes were formed in condition IV compared to the control group. Consequently, in order to predict the effect of am advertisement under a particular condition, attention must be directed at understanding the mediators of each condition. As can be seen, approximately the same amount of brand information is recalled in conditions I and III -- between 1.4 and 1.5 pieces per brand, respectively. J. P. Jr., & Peterson. They also suggest, however, that this may not be the only way that pictorial advertisements affect brand evaluations or attitudes. Implicit in these research approaches is a definition of the role that consumer research should play within the general context of behavioral research. The metaphor most often associated with this group of theories is “mind as computer.” Theories that deal with motivation do not necessarily claim to address learning directly. Cognitive Information Processing Theory: Current Status, Future Trends, Implications for Career Services. A partial list and discussion of these factors can be formed in Mitchell (1980). during the buying process taking into account the previous experiences and make evaluations. The use of the computer … As can be seen, approximately the same amount of brand information is recalled in conditions I and III -- between 1.4 and 1.5 pieces per brand, respectively. These processes may be automatic or controlled (Shiffren and Schneider,1977). METHOD Manipulations: Subjects examined eight different advertisements for eight hypothetical products under four different experimental conditions and a control condition. Instead individuals seam to use both a conceptual and a data driven process (Norman, 1979) with information being processed at different stages simultaneously (McClelland, 1979). The mean of these three scales is used as a measure of attitude toward the brand. 4, Atlanta: Association for Consumer Research, 213-220. These stages include sensory analysis, the formation of message beliefs (i.e., comprehension), the evaluation of these beliefs based on prior information stored in long term memory, the formation and change of product beliefs and the formation and change of brand evaluations or attitudes (Figure 1). Previous research (e.g., the cognitive response and cognitive structure approaches) has concentrated almost entirely on the semantic/verbal channel. Craik, F. I. M. and Tulving, E. (1975), "Depth of Processing and the Retention of Words in Episodic Memory," Journal of Experimental Psychology: General, 104, 268-294. In addition, Zajonc (1979) has suggested that there may also be a separate channel for affect. In examining advertising effects, the latter approach would seem to be appropriate. There were, however, significant differences between conditions for individual brands. What Is Cognitive Theory in Market Research? Among these are "depth of processing" (Craik and Lockhart, 1972; Craik and Tulving, 1975), "dual coding" (Paivio, 1971) and "sensory-semantic coding" (Nelson, Reed and McEnvoy, 1977: Nelson, 1979). Consequently, in order to predict the effect of am advertisement under a particular condition, attention must be directed at understanding the mediators of each condition.

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