what are the cognitive information processing theories in advertising?

[A 0.05 level was used to determine significance of all the results discussed in this study. Cognitive psychology is used in advertising because researchers have studied persuasive techniques and how to best employ them. Initially proposed by George A. Miller and other American psychologists in the 1950s, the theory describes how people focus on information … A partial list and discussion of these factors can be formed in Mitchell (1980). Cognitive information processing (CIP) theory is often referred to as simply "information processing." THEORETICAL FRAMEWORK In using an information processing approach to understand advertising effects, our primary focus is on the cognitive process initiated by exposure to an advertisement and the critical points where the individual may exert control over these processes. In a previous study we found that these effects, which we call "affect transfer'', were captured by the construct "attitude toward the advertisement.". Consequently, these results suggest that the two dimensions of attention and strategy may lead to three different models of semantic information acquisition that may occur with advertising (Figure 6). Finally, the advertisement for Brand H was primarily a verbal advertisement with the information presented at an evaluative level. McClelland, 3. (1979), "The Relationship Between Cognitive Processes and Cognitive Structure," Paper presented at the American Psychological Association Meeting in New York City. One of the major components of social cognitive theory is observational learning. Information processing theory is a cognitive theory that uses computer processing as a metaphor for the workings of the human brain. REFERENCES Brooks, L. R. (1968), "Spatial and Verbal Components of the Act of Recall," Canadian Journal of Psychology, 22, 349-350. Advances in Consumer Research, Vol. Cognitive response refers to the response in individuals generated on seeing an ad which is evaluated in the light of past experiences, knowledge and attitudes. Cognitive psychologists hypothesize an intervening variable or set of variables between environment and behavior—which contrasts it with behavioral theories. (1979), "Involvement: A Potentially Important Mediator of Consumer Behavior," in W. Wilkie, ed., Advances in Consumer Research, Vol. Examples of this approach include the testing of attitude models and attribution theory in a consumer setting. In all, differences in attitude were found between all conditions, except conditions II and IV. Cognitive information processing is based on the thought process behind the behavior. In the first model, information from the advertisement is actively processed and evaluated. In the second model, information from the advertisement is actively processed, but it is not critically evaluated. Zajonc, R. B. Finally, I will discuss some implications of this research in terms of developing an overall understanding of advertising effects. Journal of Experimental Psychology: Human Learning and Memory, 5, 292-314. 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. The advertisements were designed by an artist and used either an actual photograph or a professional drawing for the pictorial element. The brain does an enormous amount of cognitive work all the … An alternative approach is to assume that some of the questions to be answered and the phenomena to be understood in consumer behavior are different from those studied in the primary behavioral disciplines. Procedure In the four experimental conditions, subjects examined the advertisements under the conditions described above. More specifically, this framework suggests that both semantic processing and the amount of elaboration enhance recall. The research approach discussed here to examine advertising effects differs from previous approaches in four important ways. Under this view information from the environment activates portions of long term memory which is then used to analyze, interpret and evaluate the information in the advertisement. Numerous studies indicate that the processing strategy individuals use to process information will affect the recall of that information. on cognitive information processing theory In 1986 convened colleagues in meetings to produce a text on the CIP system “Kookie inventor” and dreamer; wrote Part I of 1991 text Jim Sampson Wisconsin native, arrived at FSU from Georgia Tech in 1982; assistant professor of counseling Wrote Part II of 1991 text and created client versions of CIP materials Focused on … Journal of Experimental Psychology: Human Learning and Memory, 5, 292-314. In order to understand these differences, future research should be directed at understanding the mediators of attitude formation in each condition. L. (1979), "On the Time Relations of Mental Processes: An Examination of Systems of Processes in Cascade," Psychological Review, 86, 1979, 287-330. This distinction is important since, as we will show, these two conditions may result in differences in the amount of brand information retrieved from long term memory and brand attitudes. In the next section the preliminary results from an experiment which examines the effect of attention and processing strategy will be discussed. 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. 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. Only the data on the brand evaluations and the amount of product information retrieved from long term memory will be discussed in this paper. This distinction is important since, as we will show, these two conditions may result in differences in the amount of brand information retrieved from long term memory and brand attitudes. Cognitive information processing lies in contrast to Behaviorism as the focus now turns to internal processes and states of the mind. A. 1971. In using an information processing approach to understand advertising effects, our primary focus is on the cognitive process initiated by exposure to an advertisement and the critical points where the individual may exert control over these processes. It may be that both are. The advertisement for Brand D was primarily pictorial and it provided little information about the brand. Vision refers to disentanglement of conflicting, … In addition, it should be noted that there were significant differences in the amount of information retrieved from long term memory in conditions II and III, the two "low involvement" conditions, and the strong distraction condition (condition IV) and the nonbrand strategy condition (condition II) resulted in the retrieval of similar amounts of brand information. Under this view information from the environment activates portions of long term memory which is then used to analyze, interpret and evaluate the information in the advertisement. 1971. These results suggest that exposure to an advertisement with little or no semantic processing may result in the formation of attitudes that are different from those formed without exposure to an advertisement. DISCUSSION These results have a two general implications. In using an information processing approach to understand advertising effects, our primary focus is on the cognitive process initiated by exposure to an advertisement and the critical points where the individual may exert control over these processes. This occurred primarily with pictorial advertisements and it seemed to occur whether or not the picture conveyed any information about the advertised brand. McClelland, 3. Stimuli The advertisements differed as to whether they were primarily pictorial or verbal. The overall mean attitude score for each condition are shown in Figure 4. In L. S. Cermak and F. I. M. Craik, eds., Levels of Processing in Human Memory, Hillsdale, NJ: Lawrence Erlbaum Associates, 45-76. Echo Wen Wan, University of Hong Kong, Kirla C Ferreira, EAESP-FGV, Brazil & City University of London, UK This may be due to either severe limitations as to the amount of attention devoted to the advertisement or to the use of a nonbrand evaluation strategy. 5. This theory helps us understand how people are influenced and their influence on the environment. Under the first experimental condition, subjects were instructed to evaluate the advertised brand and decide whether or not they would be interested in purchasing it. 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). Norman, D A (1979), "Perception, Memory and Mental Processes," in L. M. Nilsson (ed.) The theory focuses on how information is processed by the brain, and how learning occurs through that internal processing of information. On the other hand, the dual coding framework suggests that the number of different types of codes (i.e., visual vs. verbal) generated during processing enhance recall. When learning occurs, information is input from the environment, processed and stored in memory, and output in the form of a learned capability. In this case, there are significant differences between conditions I and III and between conditions I and IV. What's New with CIP? By the latter half of the 20th century, cognitive information processing theories had … The gap creates a state of cognitive dissonance that becomes the primary motivational force driving the problem-solving process. The information processing perspective suggests that age differences in children's cognitive activities result from differing abilities to store and retrieve information. The information processing models assume serial processing of stimulus inputs. Additionally, choose one of the following processes and discuss the process using an informational process approach. It is thus clear that in their … Information Processing Approach The information processing approach focuses on the study of the structure and function of mental processing within specific contexts, environments, or ecologies. The overall differences between conditions are slight and they are not significant. A partial list and discussion of these factors can be formed in Mitchell (1980). Previous research (e.g., the cognitive response and cognitive structure approaches) has concentrated almost entirely on the semantic/verbal channel. Ann Arbor: Association for Consumer Research, 269-275. This task was designed to simulate exposure to an advertisement with little or no semantic processing. The subjects were undergraduate students at Carnegie-Mellon University. After examining the advertisements they were given a filler task that lasted approximately five minutes to clear short term memory. al. This occurs when less than full attention is devoted to the advertisement. The use of the computer … Implicit in these research approaches is a definition of the role that consumer research should play within the general context of behavioral research. FACTORS AFFECTING THE PROCESSING OF INFORMATION FROM ADVERTISEMENTS. D. E., Reardon. In discussing the effect of strategy in processing information from advertisements, we have made the distinction between a brand and a nonhrand evaluation processing strategy (Mitchell, Russo and Gardner, 1979). Today, cognitive learning theory is dominant in psychology. 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). In this study, it was found that exposure to advertisements with little verbal processing can produce attitudinal differences if the advertisements are primarily pictorial. In this paper, I would like to discuss our current research on advertising and our attempts to understand the effects of involvement and pictorial advertising. Involvement The use of our framework suggests that there are two different causes of "low involvement" processes. Second, this model describes only verbal or semantic processing. 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. G. W. (2008, July). The Cognitive Learning Theory explains why the brain is the most incredible network of information processing and interpretation in the body as we learn things. Finally, I will discuss some implications of this research in terms of developing an overall understanding of advertising effects. In combination, the theories are useful in developing research into nurse-patient communication. In a previous study we found that these effects, which we call "affect transfer'', were captured by the construct "attitude toward the advertisement." Examples of these questions are "Can you see two ski poles in the picture?" Examples of this approach include the testing of attitude models and attribution theory in a consumer setting. This is not one single theory but a generic term used to describe all the perspectives that focus how our cognitive processes such as attention, perception, encoding, storage, and retrieval of knowledge. They know how to apply this knowledge to the human condition. These processes are typically thought of as a series of stages that information must pass through in order to be stored in long term … This occurs when less than full attention is devoted to the advertisement. Delays and difficulties in learning are seen when cognitive processes are not working regularly. Both of these factors will affect what information from the advertisement will be stored in long term memory and how it will be organized. However, rather than focusing on mere input and output, psychologists who adhere to this approach place specific emphasis on the processes of cognitive development. The consumers are asked to either write down or verbally express their cognitive responses to an ad message through exposure. Mitchell, A. Most versions of the theory emphasize three components of memory: sensory memory, short-term or "working" memory, and long-term memory. The theory is based on the idea that humans process the information they receive, rather than merely responding to stimuli (i.e. They are presented as a means of understanding alternative modes of processing and their effects. Dual Coding Theory. cognitive information processing (CIP) view, the human learner is conceived to be a processor of information, in much the same way a computer is. In these situations it may be necessary for consumer researchers to initiate a series of studies directed at answering these questions and understanding these phenomena. Finally, in the control condition, subjects were not exposed to any of the advertisements for the hypothetical products. A large portion of advertising today is almost entirely visual. Advertising Theory or theories therefore try to explain how and why advertising is effective in influencing … We evaluate each theory in light of a set of theory appraisal criteria and the available empirical research. 2  Specifically, it was assessed whether individuals vary in their tendency to use the two processing styles e.g. Next, I will discuss some preliminary results from an experiment which examines the effect of "involvement" and pictorial advertising. First, the information acquisition process has been used to identify the critical factors which will affect this process. Pictorial Advertisements The results of this study, along with the results of a previous study (Mitchell and Olson, 1979), suggest that individuals convert the visual information to verbal information in processing information from advertisements. These cognitive processes are influenced by social and cultural factors. The entire procedure lasted approximately an hour. RESULTS Recall of Brand Information The average amount of information recalled per brand by condition is shown in Figure 3. Advertising has numerous objectives which includes communicating with potential customers as well as pursuading them to adopt a particular product or develop a preference towards the product for repeat purchase which ultimately results in brand loyalty. In addition, the results of the experiment discussed in this paper suggested that exposure to pictorial advertisements with little verbal processing may affect attitude formation when the pictures in the advertisements evoked positive feelings. The third and fourth conditions were similar to the first in that subjects were instructed to evaluate the advertisement brand and decide whether or not they would he interested in purchasing it, however, while they were doing this they were also given a distractor task. A. 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. One of the cognitive processes is memory. Moreover, it was … The confirmation bias is one common example that involves only paying attention to information that aligns with your existing beliefs while ignoring evidence that doesn't support your views. Second, there does not appear to be any consistent direction in the differences between conditions. The results presented here also suggest that the conditions of a strong distractor task (condition IV) and a nonbrand strategy (condition II) may be very similar if not the same. 6, Ann Arbor: Association for Consumer Research, 191-196. 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. al. The verbal advertisements differed as to whether basic information about the product was presented (e.g., type of functions on a calculator) or evaluative information about how well the brand performed (e.g., how it feels to wear a pair of shoes). Controlled processes require attention while automatic processes do not. These processes are typically thought of as a series of stages that information must pass through in order to be stored in long term memory. Two different process interpretations of these results are possible. Second, there does not appear to be any consistent direction in the differences between conditions. Space limitations do not allow us to discuss these for each brand, but we will discuss the differences by condition for three brands (Figure 5). Two different process interpretations of these results are possible. Consequently, these results suggest that the two dimensions of attention and strategy may lead to three different models of semantic information acquisition that may occur with advertising (Figure 6). A pretest indicated that the brand names that were selected (e.g. Information processing theory is a cognitive theory that uses computer processing as a metaphor for the workings of the human brain. Brand Attitudes The overall mean attitude score for each condition are shown in Figure 4. First, they indicate that the type of processing that occurs during exposure to an advertisement has a strong affect on the amount of product information retrieved from long term memory and on the formation of brand attitudes. Hamilton, D. L.; L. B. Katz and V. D. Leirer (1980), "Organizational Processes in Impression Formation," in R. Hastie, et. 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. A. and J. C. Olson (1977), "Cognitive Effects of Advertising Repetition," in W. D. Perreault, Jr. Finally, the advertisement for Brand H was primarily a verbal advertisement with the information presented at an evaluative level. Moreover, constructivist approach e stablished its principles on the basis of the principles of cognitive approach. The distractor task in the fourth condition required subjects to count backwards by threes from a three digit number (e.g.,317) while examining the advertisement. The vision is always to structure and put into practice deep cognitive information processing approaches for increased human cognition in real life situations. and "How many times does the word 'you' appear in the copy?" Paivio, A. 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). 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." (1980), "Cognitive Processes Initiated by Exposure to Advertising," in R. Harris, ed., Information Processing Research in Advertising, Hillsdale, NJ: Lawrence Erlbaum Associates (forthcoming). This occurred primarily with pictorial advertisements and it seemed to occur whether or not the picture conveyed any information about the advertised brand. Information Processing and Memory . Numerous studies indicate that the processing strategy individuals use to process information will affect the recall of that information. In these advertisements very little verbal information is provided and what little is provided often seems to be almost an afterthought. Then, these factors are experimentally manipulated to understand the resulting effects on brand evaluations and the amount of product information retrieved from long term memory. These processes are such as attention, observation, retrieval from long-term memory, and categorization. Exposure Effects Finally, the effect of exposure without semantic processing is presented in Table 1. 6. Implicit in these research approaches is a definition of the role that consumer research should play within the general context of behavioral research. 1. ALTERNATIVE MODELS OF THE SEMANTIC INFORMATION ACQUISITION PROCESS. Staats, A. W. and C. K. Staats (1967), "Attitudes Established by Classical Conditioning," in M Fishbein, ed. Cognitive processing therapy (CPT) is a specific type of cognitive behavioral therapy that has been effective in reducing symptoms of PTSD that have developed after experiencing a variety of traumatic events including child abuse, combat, rape and natural disasters. On the other hand, the dual coding framework suggests that the number of different types of codes (i.e., visual vs. verbal) generated during processing enhance recall. Finally, in using this research approach external validity has been deliberately sacrificed to obtain an individual level understanding of advertising effects. Second, a finer-grained view is taken of the information acquisition process and the effects of this process. FIGURE 5 ATTITUDE TOWARD THE BRAND BY CONDITION The only product in a verbal advertisement where there was a significant difference between condition IV and the control, resulted in a higher attitude in the control. Mitchell, A. It is important to note that this definition involves two dimensions, intensity and direction. Second, a finer-grained view is taken of the information acquisition process and the effects of this process. In general, I believe that these latter studies force subjects into a "high involvement" mode of processing unless the purpose of the experiment is sufficiently disguised. Short-term … 4, Atlanta: Association for Consumer Research, 213-220. Catan Cola) conveyed little if any product information. The learner’s mind is … Applying cognitive theory to qualitative research can make it easier for research participants to provide deeper and more relevant answers than simple survey questions. In the next section, I will briefly discuss our overall conceptual approach to understanding these effects which uses an information processing framework. The "depth of processing" framework, for instance, suggests that both the "level" to which information is analyzed (e.g., sensory vs. semantic levels) and the amount of elaborative processing will affect recall. 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. In all cases the pictures used in the pictorial advertisements were designed to evoke positive feelings. These three models are what might be termed alternative "pure" processing models. 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. 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. This has been done to obtain a theoretical understanding of how differences in attention levels and processing strategies affect the evaluations of the advertised brands, the content and organization of brand information in memory and the mediators of these effects. CIP Theory Current Status, Future Trends, Implications for Career Services PPT #301 Saunders. One of these is the effect of visual or pictorial communications. J. P. Jr., & Peterson. The products used in this study were products that most undergraduates had purchased or used. Cognitive Dissonance Theory - was originally based on the concept of cognitive consistency, but is now more related to self-concept theory.

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