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¶ … Processing: A Critical Literature Review and Future Research Directions by Spickett-Jones and Kitchen (2003) offers insight into much of the scholarly literature that has been written regarding information processing. The authors stress the importance of understating the actual processes and mechanics of what is used when there is interpretation of information as well as the cognitive processes and foundational structures that enable meaning to be associated with these activities (p.2). Persuasive communication is noted as a focus of the writing and the authors stress the significance of understanding communication within the contextual framework of human organization; how it is attended to, understood, interpreted, stored, manipulated, reflected upon and retrieved (p.2). Spickett Jones and Kitchen (2003) review marketing literature that addresses marketing and advertising theory with a primary focus on information processing.
The information provided in the Spickett-Jones and Kitchen article is very...
Chestnut in his work "Persuasive Effects in Marketing: Consumer Information Processing" stressed the importance of persuasion as a primary marketing focus. Consumer attitudes were stressed as the focus of many of the advertising and marketing theories scholars and authorities in the field note as essential to effective information processing and marketing. Chestnut regards persuasion as the cause and effect between the information communicated and the change in attitude that is observed (p. 268). He labels the shift in what has been previously used for the manifestation of this cause and effect relation as information processing; which he purports is designed to direct investigations to a more qualitative assessment and therefore understanding of the persuasive nature and effectives of marketing (p. 268). Information processing, then, purportedly challenges traditional thinking on the effectiveness of persuasion and the importance of understanding the…
Works Cited
Chestnut, R. (1979). Persuasive effects in marketing: Consumer information processing research. Columbia University Press.
Krugman, H. (1965). The impact of television advertising: learning without involvement.
Public Opinion Quarterly, 29,-page 349.
Spickett-Jones, G., & Kitchen, P. (2003). Information processing: a critical literature review and future research directions. International Journal of Market Research, 45(1), 2-18.
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