Tuhin Chattopadhyay
2 LITERATURE REVIEW AND THEORETICAL FRAMEWORK
The understanding of how the mind processes and stores information is invaluable to advertisers
as they plan for message strategy and execution framework in advertisements. If there is little to no
understanding of the information processing skills of the consumers with whom one is working, it
would be almost impossible to design advertisements that contributes to high levels of effectiveness.
However, attempting to understand the myriad theories of information processing and cognitive
development can be overwhelming and contradictory. There are means of structuring advertisements,
though that can incorporate the best of all of these ideas, and in order to help consumers process the
information from the advertisements in the right way, advertisers must draw from all of these theories.
Advertising message strategy is a well-researched topic in both the academic as well as
practitioners community. Ray (1982) classifies commercials by “format,” e.g. warmth, testimony,
refutation, repetition and fear. Rothschild (1987) refers to classes of creative appeal (rational versus
emotional) and execution style (slice of life, product comparison, problem/solution, music, sex and
humour). Belch and Belch (1990) used the term “Appeals” (rational, emotional and combinations) and
“Execution Styles” (factual message, scientific/ technical evidence, demonstration, comparison,
testimonial, slice of life, animation, personality symbol, fantasy, dramatization, humour and
combinations).
The quantity and quality of information retained by an individual depends largely on the
perceptual and cognitive operations employed at the time of encoding (Benton, Glover & Bruning,
1983). Cognitive psychologists hold that the consumers seek and use information to assist them in
decision processes in order to maximise utility, reduce levels of risk, or solve problems. McGuire
suggested that the impact of persuasive communications could be understood in terms of three
information-processing phases: a) attention to the message, b) comprehension of its contents, and c)
acceptance of its conclusions. McGuire, in 1969, further extended the model into six steps which are as
follows:
1. Presentation: at first the message recipient must be presented with the persuasive message
2. Attention: the recipient must pay attention to the message in order to produce attitude change
3. Comprehension: the overall position that the message advocates and the arguments provided
with to support the position must be comprehended
4. Yielding: the recipient must yield to, or agree with, the message content that has been
comprehended if any attitude change is to be detectable
5. Retention: the recipient must retain the advertisement, or store it in memory, if this is to be
persisted over a period of time.
6. Behaviour: the recipient must behave on the basis of their changed mind
McGuire‟s six-steps (1969) give a good overview of the information processing process of the
consumers while watching the advertisements. The steps discussed in McGuire‟s information
processing model, have also been dealt with by other researchers. Attention, defined as the general
distribution of mental activity to the tasks being performed by the individuals (Moates and Schumacher
1980), reflects both which receives mental activity (direction) and the duration of the focus. As a
limited cognitive resource (Broadbent 1977; Mitchell 1983), attention can be allocated to the various
degrees to the advertisement. The selective aspect of attention is under conscious control and is
directed towards the need-relevant stimuli. It is also recognized, however, that the stimuli may contain
properties that automatically elicit attention (Berlyne 1960). Comprehension is a function of the
message characteristics, the consumer‟s opportunity and ability to process the information and the
consumer‟s motivation (or level of involvement). Within the concepts of information processing, and in
parallel with these decision-making models (and the role information plays within them), has been the
study of attitude and attitudinal change. The study of attitudinal formation and change is central to
promotional marketing. Particularly central to information processing and attitude formation has been
the premise of 'rational choice', which suggests that cognitive shifts will lead to new attitudes. Among
many similar treatments, Ray's (1973) variation on these deals with the hierarchical components may
have in a linear process of attitudinal change. In his version of the theory, high involvement requires
initial cognitive change, followed by conative change and then behaviour (i.e. the Learn-Feel-Do
approach).
Meanwhile, the literature concerning the importance of information processing in marketing has
not remained static. Extant research proposed that emotions cause attention to shift towards the
stimulus that causes an emotion, as a result of the limbic system‟s autonomic reaction (Damasio, 1994).
Further research suggests that the emotional and rational are not two conflicting things in the brain, but
work together towards the survival of the organism: emotions direct attention, so that the organism
recognizes things it should avoid or approach (Erik du Plessis, 2005).