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Processing Advertisements
Term Paper ID:27430
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Essay Subject:
Discusses information processing in individuals. Focuses on the ways in which advertising can tap into this knowledge & research to enhance its effect.... More...
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7 Pages / 1575 Words
1 sources, 2 Citations,
APA Format
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Paper Abstract:
Discusses information processing in individuals. Focuses on the ways in which advertising can tap into this knowledge & research to enhance its effect.
Paper Introduction:
The individual processes information according to a procedure involving a number of steps and levels. Information processing is defined as a series of activities by which stimuli are perceived, transformed, and stored. Hawkins, Best, and Coney further indicate that a four-step information-processing model consists of exposure, attention, interpretation, and memory. Perception is the critical process connecting the individual to external influences. The perception process is the made up of the first three of these steps. Exposure is the beginning point and takes place when a stimulus comes within range of the individual's sensory receptor nerves, such as vision or hearing. Attention begins when the receptor nerves pass the sensation to the brain for processing. Interpretation occurs when the brain assigns meaning to the sensations that are received. Memory allows for the short-term use of th
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We see these utilized in televisioncommercials using famous spokespersons because they are attractive andlikable. Learning takes place and is sought by marketers as a way of shapingknowledge networks and schemata. Schemas and scripts are products of memory. Consumer Behavior. Cognitiveinterpretation is a process of placing stimuli into existing categories ofmeaning, and this is an interactive process which changes as individualslearn more about the subject involved. Perception is the critical process connectingthe individual to external influences. Chicago: Irwin, 1995. The perception process is the madeup of the first three of these steps. The first isthe continued repetition of a piece of information so it will be held incurrent memory for use in problem solving or for transferral to long-termmemory. The individual processes information according to a procedureinvolving a number of steps and levels. Exposure can occur for the consumer when he or she reads information,sees an ad, sees an image, hears a commercial on the radio, or experiencesany sensory input providing information to be processed. Long-term memory canstore various types of information, including concepts, decision rules,processes, affective states, and so on. Both can beactivated in the decision-making situation and can influence cognitiveprocesses. Emotions such as fear or angerinvolve physiological responses such as increased heart rate or bloodpressure. Activation of the central route dominates when involvement ishigh and so when motivation is high. Conditioning is the association of stimulus and response.Classical conditioning is the process of using an established relationshipbetween a stimulus and response to effect the leaning of the same responseto a different stimulus. A majorfunction of the cognitive system is interpretation, and to accomplish this,the cognitive system creates symbolic, subjective meanings representing theindividual's personal interpretations of stimuli. The key to what will beprocessed is the stage of attention, which occurs when the information towhich the individual is exposed. Integrationprocesses refer to the way individuals combine and use information.Affective interpretation also takes place and is the emotional responsetriggered by a stimulus. Memory allows for the short-term use of this meaning forimmediate decision-making or in the longer term for retention of meaning.Perception and memory cannot accept and process all of the external stimuliencountered by the individual (Hawkins, Best, and Coney 237-238). We may have been exposed to a variety ofinformation about a product, from image to factual data, and some of thiscould be activated by seeing an ad on television or by seeing someone usinga given product. Elaborative activities involve the use of previouslystored elements for interpreting and evaluating information in workingmemory and to add relevant previously stored information, and suchactivities serve to redefine or add new elements to memory. Cognitive leaning includes learning concepts, attitudes,ideas, and facts. Marketers are particularlyinterested in schematic memory, the stored representations of ourgeneralized knowledge about the world in which we live. Associativenetworks are created by the cognitive system to organize and link differenttypes of knowledge together. Exposure is the beginning point andtakes place when a stimulus comes within range of the individual's sensoryreceptor nerves, such as vision or hearing. A second function of thecognitive system is to process these interpretations in carrying out suchfurther processes as identifying goals and objectives or developingalternative courses of action. Affect and cognition are different types of psychological responsethe consumer can have in a situation such as shopping or looking at an ad.Affective and cognitive responses can both be stimulated by theenvironment, behaviors, or other cognitive or affective responses. Moods have lower levels of intensity. Imagery is also importantand involves concrete sensory representations of ideas, feelings, andobjects. Still others believe thataffect is the dominant system. Certain factors help decide what gains attention andwhat does not, such as the stimulus factor involved, the size and intensityof the stimulus, color and movement, position, isolation, format, andinformation quantity. Marketers seek to elicit imagery responses more than verbal ones. Information processing is definedas a series of activities by which stimuli are perceived, transformed, andstored. Interpretation processes refer to the way the individualmakes sense of aspects of the physical and social environment. The cognitive system develops general and procedural knowledge in theindividual over time, and this forms structures of knowledge in memory.These knowledge networks then influence further behavior. These four types of response differ inthe level of intensity which they involve. The workingmemory operates by activating and processing schemata in a discursive anddescriptive way by the manipulation of symbols. Each is an associated network of linked meanings.Schemas contain primarily episodic and semantic general knowledge, andscripts are organized networks of production knowledge. Cognitive learning refers to all the mentalactivities of humans as they seek to solve problems or cope withsituations. Specific feelings involve less intense physiological reactions,such as sadness. No one can process all the information towhich he or she is exposed, and each person is thus selective about whatwill gain attention. For both cognitive and affective interpretation,there are "normal" responses occurring within a culture and individualvariations to this response based on individual characteristics orsituations. Some see the systems as independent while others argue thataffect is influenced by the cognitive system. The cognitive processing modelincludes interpretation and integration and the interaction between thesetwo processes. Hawkins, Best, and Coney further indicate that a four-stepinformation-processing model consists of exposure, attention,interpretation, and memory. Also important are individual factors such asindividual interest or need and situational factors such as temporarycharacteristics of the individual or the environment (Hawkins, Best, andConey 239-247). Cognitive and affective processing are both involved in making decisions.Marketers seek to manipulate symbols and imagery in order to persuade byappealing to both the cognitive and affective systems. Such repetition usually strengthens retention in long-term memorybut is not essential. Attention begins when thereceptor nerves pass the sensation to the brain for processing.Interpretation occurs when the brain assigns meaning to the sensations thatare received. Best, Kenneth A. Memory of anaction sequence is a type of schemata known as a script. Cognition involves performing the higher mental processes ofunderstanding, evaluating, planning, deciding, and thinking. Coney. Parts of this network might be activated indifferent circumstances. In the first, the consumer ismotivated to learn, while in the second, he or she is not. Interpretation involves both a cognitive and an affectiveresponse, both a factual element and an emotional response. A televisioncommercial interrupting a program one is watching is a low-involvementsituation unless the consumer already has an interest in the productadvertised and wants the information. The marketer is most interested in consumers' schemas aboutsuch things as brands, stores, and product categories. The relationship between affect and cognition is an issue inpsychology. ReferenceHawkins, Del I., Roger J. Information processing begins with information as a stimulus perceivedthrough the senses and tested against the consumer's knowledge and beliefs. Learning may take place in either a high-involvement or low-involvement situation. The situation in which theinformation is offered clearly has much to do with the level of involvementof the individual consumer. Evaluations areoften weak affective responses accompanied by low levels of arousal, andevaluations occur when we consider a product or service and compare it toothers. Short-term memory involves two basic types of information processingactivity--maintenance rehearsal and elaborative activities. The individualexperiences a wide variety of sensory stimuli every day, and some of thisinformation will be processed and some will not. Different learning processes can beperceived. A number of processes come into play in the interpretation stage.Interpretation involves assigning meaning to sensations and is a functionof the Gestalt formed by the characteristics of stimulus, individual, andsituation. There are two types of knowledge structure possessed by individuals--schemas and scripts. Thereare four broad types of affective response possible--emotions, specificfeelings, moods, and evaluations. The degree ofinvolvement affects persuasion, and the Elaboration Likelihood Model hasbeen offered. Under low involvement, individuals are not motivated toengage in extensive information processing, so peripheral routes areactivated, relying primarily in peripheral cues such as sourceattractiveness and likability.
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