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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.
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