Interactive effects of presentation modality and message-generated imagery on recall of advertising information

Article Abstract:

We argue that imaging is a cognitive process that uses the same mental resources as perception. Therefore, when imaging and perception compete for the same resources, message elaboration and learning should be undermined. Two experiments are reported that provide support for this theorizing. In the first experiment, the learning of visual or auditory imagery-provoking information is adversely affected by reading or listening, respectively. In the second experiment, information with high levels of visual imagery is found to be learned better than information with low levels of visual imagery when the information is presented auditorily, but the reverse occurs when information is presented visually. (Reprinted by permission of the publisher.)

Recall, Recall (Law), Imagery (Psychology)

---

Assessing the role of brand-related cognitive responses as mediators of communication effects on cognitive structure

Article Abstract:

We tested the cognitive response model of communication effects in an experiment in which subjects were exposed to brand advertisements with the goal of evaluating either the advertised brand or the ad itself. The results suggest that brand-related cognitive responses are the primary mediators of ad effects on cognitive structure variables, but only for subjects who had a brand evaluation goal. For subjects with an ad evaluation goal, cognitive responses about both the brand and the ad appeared to mediate independently about equal amounts of the message-induced variation in cognitive structure variables. Implications of these findings for future communication research are discussed. (Reprinted by permission of the publisher.)

Brand name products, Brand names, Communication, Communications

---

The role of involvement in attention and comprehension processes

Article Abstract:

We present the results of a study designed to test several hypotheses concerning the effects of intrinsic and situational sources of personal relevance on felt involvement and on the amount of attention and comprehension effort, the focus of attention and comprehension processes, and the extent of cognitive elaboration during comprehension. Felt involvement is a motivational state that affects the extent and focus of consumers' attention and comprehension processes, and thus the specific meanings that are produced. The results of the study provide strong evidence that felt involvement plays a motivational role in consumers' attention and comprehension processes. (Reprinted by permission of the publisher.)

Testing, Consumers, Attention (Psychology), Comprehension, Attention

Similar abstracts:

• Abstracts: A consumer values orientation for materialism and its measurement: scale development and validation. After the new wears off: the temporal context of product involvement
• Abstracts: The effect of prior knowledge on price acceptability and the type of information examined. The influence of familial and peer-based reference groups on consumer decisions
• Abstracts: Organizational departures: the impact of separation anxiety as studied in a mergers and acquisitions simulation
• Abstracts: Purveyor organizations and the implementation of employee assistance programs. Supervisory attitudes toward impaired workers: a factor analytic study of the Behavioral Index of Troubled Employees (BITE)

This website is not affiliated with document authors or copyright owners. This page is provided for informational purposes only. Unintentional errors are possible.