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