Contingent processes of source identification

Article Abstract:

Effective communication requires that consumers attribute the message content to its intended source. The proposed framework distinguishes four types of source identification processes - cued retrieval, memory-trace refreshment, schematic inferencing, and pure guessing - and delineates their contingencies. Two experiments examine portions of the framework, and experiment 2 introduces a new methodology for decomposing multiple processes. Findings suggest that when cued retrieval fails, consumers try to refresh the original memory trace for the learning episode - a process that is effortful. They invoke schematic inferencing only if the original memory trace cannot be refreshed. Reliance on cued retrieval seems to require little processing capacity. If there is some motivation for accuracy, pure guessing appears to be invoked only as a last resort. (Reprinted by permission of the publisher.)

Memory, Marketing communications

---

Visual attention to advertising: a segment-level analysis

Article Abstract:

We propose a methodology to study the effects of physical ad properties on consumers' visual attention to advertising that accounts for heterogeneity in these effects across consumers. In an illustrative experiment, we monitor consumers' eye movements during naturalistic exposure to a consumer magazine, in which experimentally designed ads are inserted. A latent class regression model accounting for heterogeneity across consumers through unobserved segments is used to analyze the eye movement data in detail. Three consumer segments are identified that exhibit distinct patterns of visual attention as well as different profiles of product involvement, brand attitude, and advertising recall. Implications for visual attention theory and for advertising research are discussed. (Reprinted by permission of the publisher.)

Visual perception, Eye, Eye movements, Magazine advertising

---

Similar abstracts:

• Abstracts: The discounting of discounts and promotion thresholds. Price premium variations as a consequence of buyers' lack of information

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