Product knowledge and pictorial information effects on automatic processing

Persistent Link:
http://hdl.handle.net/10150/278199
Title:
Product knowledge and pictorial information effects on automatic processing
Author:
Wernsing, Tara Sallie, 1968-
Issue Date:
1992
Publisher:
The University of Arizona.
Rights:
Copyright © is held by the author. Digital access to this material is made possible by the University Libraries, University of Arizona. Further transmission, reproduction or presentation (such as public display or performance) of protected items is prohibited except with permission of the author.
Abstract:
This paper expands the study of automatic processing in the marketing literature. An empirical study was designed to test for automatic inference making due to pictorial or verbal advertisements and prior product knowledge. The theory developed in this thesis suggests that certain factors, high product knowledge and pictorial processing, will result in the accumulation of information in memory. This, in turn, yields easier processing of new information, which signifies a reduction in the attention and effort needed for processing the new information. Finally, the reduction of effort reflects a decrease in the amount of time needed for processing. Therefore, response latencies served as a direct measure of automatic processing in this thesis. Findings indicated that pictures in ads are likely to result in more automatic inference making than verbal information alone. Therefore, automaticity has the potential to explain some of the information processing that occurs in advertising and marketing.
Type:
text; Thesis-Reproduction (electronic)
Keywords:
Business Administration, Marketing.
Degree Name:
M.S.
Degree Level:
masters
Degree Program:
Graduate College
Degree Grantor:
University of Arizona
Advisor:
Puto, Christopher P.

Full metadata record

DC FieldValue Language
dc.language.isoen_USen_US
dc.titleProduct knowledge and pictorial information effects on automatic processingen_US
dc.creatorWernsing, Tara Sallie, 1968-en_US
dc.contributor.authorWernsing, Tara Sallie, 1968-en_US
dc.date.issued1992en_US
dc.publisherThe University of Arizona.en_US
dc.rightsCopyright © is held by the author. Digital access to this material is made possible by the University Libraries, University of Arizona. Further transmission, reproduction or presentation (such as public display or performance) of protected items is prohibited except with permission of the author.en_US
dc.description.abstractThis paper expands the study of automatic processing in the marketing literature. An empirical study was designed to test for automatic inference making due to pictorial or verbal advertisements and prior product knowledge. The theory developed in this thesis suggests that certain factors, high product knowledge and pictorial processing, will result in the accumulation of information in memory. This, in turn, yields easier processing of new information, which signifies a reduction in the attention and effort needed for processing the new information. Finally, the reduction of effort reflects a decrease in the amount of time needed for processing. Therefore, response latencies served as a direct measure of automatic processing in this thesis. Findings indicated that pictures in ads are likely to result in more automatic inference making than verbal information alone. Therefore, automaticity has the potential to explain some of the information processing that occurs in advertising and marketing.en_US
dc.typetexten_US
dc.typeThesis-Reproduction (electronic)en_US
dc.subjectBusiness Administration, Marketing.en_US
thesis.degree.nameM.S.en_US
thesis.degree.levelmastersen_US
thesis.degree.disciplineGraduate Collegeen_US
thesis.degree.grantorUniversity of Arizonaen_US
dc.contributor.advisorPuto, Christopher P.en_US
dc.identifier.proquest1350392en_US
dc.identifier.bibrecord.b27712102en_US
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