Discusses information processing in individuals. Focuses on the ways in which advertising can tap into this knowledge and research to enhance its effect.
Written in 1995; 1,575 words; 1 sources; $ 55.95
From the Paper:
"The individual processes information according to a procedure involving a number of steps and levels. Information processing is defined as a series of activities by which stimuli are perceived, transformed, and stored. Hawkins, Best, and Coney further indicate that a four-step information-processing model consists of exposure, attention, interpretation, and memory. Perception is the critical process connecting the individual to external influences. The perception process is the made up of the first three of these steps. Exposure is the beginning point and takes place when a stimulus comes within range of the individual's sensory receptor nerves, such as vision or hearing. Attention begins when the receptor nerves pass the sensation to the brain for processing. Interpretation occurs when the brain assigns meaning to the sensations that are received. Memory allows for the short-term use of ..."
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