Department of Advertising

Cognitive Models of Ad Processing

BIBLIOGRAPHY:

As this web site develops, in the space below we will provide a bibliography of articles and books relevant to this topic. To the extent practical, bibliographic references will be annotated.

Anyone interested in submitting additional bibliographic material for this reference page, or for any of the others at this site, is welcome to send such material via e-mail to jef@mail.utexas.edu. Please type the references in the same format as is used here, and keep the annotations to a few sentences.

  1. James M. Hunt, E. H. Bonfield, and Jerome B. Kernan (1985). The Representation and Recall of Message Arguments in Advertising: Test of A Schema-Based Model. Advances in Consumer Research, 13: 562-65.

    The schema-copy-plus-tag (SCT) memory paradigm is tested in the context of print advertising. The investigation involves 41 student subjects, uses as experimental stimulus a mockup ad embeded in a simulated magazine, and employs a 2X2 (typical vs. atypical arguments: immediate vs. two-day delay) design. Results of the study are mixed, not fully supporting the proposed model. Possible reasons for the findings are discussed.

  2. Esther Thorson and Marian Friestad (1985). A Microanalysis of the Advertising Communication Process. Proceedings of the 1985 Convention of the American Academy of Advertising, (ed.), Nancy Stephens: R32-36.

    A micro-analytic approach to studying advertising communication process is presented which substitutes a memory-based model of viewer response stages for McGuire's model of persuasion and examines the effects of message content and structure variables on the processing stage of the model. The merits of the approach are discussed, along with theoretical and practical implications.

  3. David W. Finn (1984). The Integrated Information Response Model. Journal of Advertising, 13 (1): 24-33.

    After reviewing two information response models (Integrated Response Model and Single Hierarchy Model), the author explores the conditions under which advertising might lead directly to higher order beliefs and/or high information acceptance beyond mere awareness. Type of advertising medium, the factualness of message content, and the relation of the message topic to the needs of the receiver are described as some of the variables that might lead to differential influence of advertising on the cognition stage in the effect hierarchy. Several propositions and suggestions for future research are provided regarding those variables.

  4. John R. Rossiter and Larry Percy (1984). Advertising Communication Models. Advances in Consumer Research, 12: 510-24.

    The paper discusses a general structure for incorporating the components deemed necessary to describe how advertising works. Four fundamental models with a total of eight paired variations are identified, along with the list of advertising tactics for the models.

  5. Ivan L. Preston, and Esther Thorson (1984). The Expanded Association Model: Keeping the Hierarchy Concept Alive. Journal of Advertising Research, 24 (February/March): 59-65.

    This article outlines the Association Model in its expanded version. Previous models of nonhierarchical ordering and models of omitted hierarchy steps are examined and juxtaposed with the association model in terms of threats to validity. Consequences of expanding the association model are discussed and suggestions for research in its application are made.

© 1995, 1996, 1997 Jef I. Richards
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DEPARTMENT OF ADVERTISING, THE UNIVERSITY OF TEXAS AT AUSTIN