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Consumer Information Processing Model

Theory Summary

Concept Definition Application
Information Processing Capacity Individuals' limitations in the amount of information they can acquire, use, and remember Choose the most important and useful points to communicate, whether orally or in print materials
Information Search Processing of acquiring and evaluating information; affected by motivation, attention and perception Provide information so it takes little effort to obtain, draws consumer's attention, and is clear
Decision Rules/Heuristics Rules of thumb, developed and used to help consumers select among alternatives Learn key ways to synthesise information in ways that have meaning and appeal for your audience
Consumption and Learning Internal feedback based on outcomes of choices, and use in future decisions Keep in mind that people have probably made related choices in the past, and are not 'empty vessels'
Information Environment Amount, location, format readability, and processability of relevant information Design information tailored to the audience; place it conveniently for use

Source

'Theory at a Glance: A Guide for Health Promotion Practice' National Institutes of Health, National Cancer Institute.


Placed on the Communication Initiative site July 29 2003
Last Updated July 29 2003

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