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    Enhancing Stimulus Integration in a Consumer Information Processing System: A Theoretical Foundation


    Carlson, Brad D. and White, Margaret A. (2008) Enhancing Stimulus Integration in a Consumer Information Processing System: A Theoretical Foundation. Marketing management journal, 18 (2). pp. 154-167. ISSN 1534-973X

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    Abstract

    Although much research has focused on how consumers process information, researchers and theorists in the field of marketing, more specifically consumer behavior, still have much to gain by expanding the existing assemblage of knowledge about information processing and the theories related to this topic. A deeper understanding of how consumers habitually process information may be extremely valuable to marketers when attempting to develop marketing plans, strategies, and messages that will effectively influence consumer attitudes and behavior. The most seemingly unified theory of information processing is the information integration theory. This theoretical approach concentrates on the ways individuals accumulate and organize information to form attitudes toward various concepts including individuals, objects, situations, or ideas. However, marketers must also consider the limitations of the human information processing system. Considering the research on information integration theory and information overload, a model for understanding consumer-oriented marketing messages is discussed. The model suggests that multiple, focused marketing messages should be more effective than relatively few, complex marketing messages. However, the complexity of messages should increase as the consumer becomes more involved with the product, moving from awareness to action.

    Item Type: Article
    Keywords: information processing; marketing; information integration theory; information overload;
    Academic Unit: Faculty of Social Sciences > School of Business
    Item ID: 11270
    Depositing User: Margaret White
    Date Deposited: 14 Oct 2019 16:20
    Journal or Publication Title: Marketing management journal
    Publisher: Central Michigan University
    Refereed: Yes
    URI:

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