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| Author: | McMellon, C. Ducoffe, R. |
| Title: | Sorting the mail: a study of categorization and deliberative processing |
| Journal: | Journal of Direct Marketing
1995 : WINTER, VOL. 9:1, p. 56-66 |
| Index terms: | CONSUMER RESEARCH DATA MANAGEMENT INFORMATION THEORY |
| Language: | eng |
| Abstract: | This study examines how two information-processing theories in consumer research, categorization and deliberative processing, apply to mail-sorting behavior. Experimenting subjects were exposed to a mail envelope that was consistent with, or discrepant from their existing cognitive categories to stimulate different processing behavior across groups. Expertise in direct mail was also examined for its effects on several measures of cognitive response. |
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