Does the delivery format in which a message is communicated matter?: how consumers process alternative types of sensory data in working memory.
2012-06
Loading...
View/Download File
Persistent link to this item
Statistics
View StatisticsJournal Title
Journal ISSN
Volume Title
Title
Does the delivery format in which a message is communicated matter?: how consumers process alternative types of sensory data in working memory.
Authors
Published Date
2012-06
Publisher
Type
Thesis or Dissertation
Abstract
Marketers often present the same information about a product in different media that employ alternative delivery formats (e.g., magazines often deliver information in a text format and radio in an audio format). However, little is known about how these different formats affect consumers' processing and assessments of the product information. Across two chapters containing four studies, I show that the format that will better accomplish one's objectives depends on whether the language employed in a message is image-evoking or primarily semantic. Due to limits of the resource pools that fuel two separate working memory pathways, information typically is better retained when messages draw on both, rather than only one, resource pool. Strategically selecting the format (text or audio) and language (image-evoking or semantic) of the message can accomplish this. Further, because information retention can mediate perceptions of the product, variation of these two factors can also influence both product perceptions and assessments. Finally, expanding working memory capacity provides additional insights into how working memory processes affect product assessments, producing outcomes that are the reverse of those observed in the first three studies.
Description
University of Minnesota Ph.D. dissertation. June 2012. Major: Bussiness administration. Advisor: Joan Meyers-Levy. 1 computer file (PDF); x, 78 pages; appendices A-G.
Related to
Replaces
License
Collections
Series/Report Number
Funding information
Isbn identifier
Doi identifier
Previously Published Citation
Suggested citation
Nelson, Noelle M.. (2012). Does the delivery format in which a message is communicated matter?: how consumers process alternative types of sensory data in working memory.. Retrieved from the University Digital Conservancy, https://hdl.handle.net/11299/131837.
Content distributed via the University Digital Conservancy may be subject to additional license and use restrictions applied by the depositor. By using these files, users agree to the Terms of Use. Materials in the UDC may contain content that is disturbing and/or harmful. For more information, please see our statement on harmful content in digital repositories.