TY - JOUR
T1 - The effects of schematic memory on imaginal information processing
T2 - An empirical assessment
AU - Smith, Ruth Ann
AU - Houston, Michael J.
AU - Childers, Terry L.
PY - 1985
Y1 - 1985
N2 - The relationship between verbal and nonverbal modes of processing consumer information was examined in an investigation of schematic processing, a predominantly verbal mode, and visual imagery, a nonverbal method of information processing. It was found that individuals with a schema for a marketing event exhibited both a higher incidence and greater vividness of imagery during retrieval than did subjects without a schema. No differences were observed in either the frequency or clarity of images related to actions of varying degrees of abstraction in the event schema. These results indicate interdependence between schematic and imaginal processing consistent with the Cyclical Processing Model (Hampson and Morris 1979). A number of implications, both methodological and strategic, are developed from the observed relationship between imaginal and schematic information processing.
AB - The relationship between verbal and nonverbal modes of processing consumer information was examined in an investigation of schematic processing, a predominantly verbal mode, and visual imagery, a nonverbal method of information processing. It was found that individuals with a schema for a marketing event exhibited both a higher incidence and greater vividness of imagery during retrieval than did subjects without a schema. No differences were observed in either the frequency or clarity of images related to actions of varying degrees of abstraction in the event schema. These results indicate interdependence between schematic and imaginal processing consistent with the Cyclical Processing Model (Hampson and Morris 1979). A number of implications, both methodological and strategic, are developed from the observed relationship between imaginal and schematic information processing.
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U2 - 10.1002/mar.4220020103
DO - 10.1002/mar.4220020103
M3 - Article
AN - SCOPUS:28244442645
SN - 0742-6046
VL - 2
SP - 13
EP - 29
JO - Psychology & Marketing
JF - Psychology & Marketing
IS - 1
ER -