The effects of schematic memory on imaginal information processing: An empirical assessment

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.