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What is Information Processing Theory

Chapter 16
Handbook of Research on Narrative Advertising
A popular theory to explain how consumers process information or advertising messages. This theory includes a series of stages (such as exposure, attention, comprehension, agreement, and retention).
Published in Chapter:
Narrative Adverting and Multi-Platform Storytelling: A Critical Review of Current Literature and Best Campaign Practices
Kenneth C. C. Yang (The University of Texas at El Paso, USA) and Yowei Kang (National Taiwan Ocean University, Taiwan)
Copyright: © 2019 |Pages: 19
DOI: 10.4018/978-1-5225-9790-2.ch016
Abstract
Narrative advertising has emerged as a popular advertising practice to communicate an authentic and engaging brand story. New media platforms such as YouTube and video advertising have allowed advertisers and marketers to tell longer brand stories. Scholars have attempted to explain the effectiveness of narrative advertising and storytelling execution through narrative transportation or self-referencing perspective. This chapter employs a combination of critical literature review and a case study approach. This book chapter provides an assessment of current practices and theoretical explorations in narrative advertising. The authors conclude this chapter by providing two best practices in narrative advertising to explain this popular advertising practice and explore its implications for the advertising and marketing communications industry.
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Chapter 13
Contemporary Information Systems Alternative Models to TAM: A Theoretical Perspective
Is a seminal and foundational theory in cognitive psychology. According to the theory, short-term memory can handle only seven (or five to nine) pieces of information or chunks at one time. A chunk is a meaningful unit or single element of information.
Published in Chapter: Contemporary Information Systems Alternative Models to TAM: A Theoretical Perspective; From: Handbook of Research on Contemporary Theoretical Models in Information Systems
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Chapter 12
Technology-Enhanced Information Literacy in Adult Education
The theory explaining the mental operations and physiological phenomena (e.g., sensory reception of stimuli, coding, and memory) involved in processing information.
Published in Chapter: Technology-Enhanced Information Literacy in Adult Education; From: Encyclopedia of Information Communication Technologies and Adult Education Integration
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Chapter 7
The Application of Sound and Auditory Responses in E-Learning
The information processing theory approach to the study of cognitive development evolved out of the American experimental tradition in psychology. Information processing theorists proposed that like the computer, the human mind is a system that processes information through the application of logical rules and strategies. Like the computer, the mind has a limited capacity for the amount and nature of the information it can process. Finally, just as the computer can be made into a better information processor by changes in its hardware (e.g., circuit boards and microchips) and its software (programming), so do children become more sophisticated thinkers through changes in their brains and sensory systems (hardware) and in the rules and strategies (software) that they learn.
Published in Chapter: The Application of Sound and Auditory Responses in E-Learning; From: Encyclopedia of Multimedia Technology and Networking, Second Edition
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