Application of Information Introduced to Dynamic Message Processing and Enjoyment

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In an effort to quantify message complexity in such a way that predictions regarding the moment-to-moment cognitive and emotional processing of viewers would be made, Lang and her colleagues devised the coding system information introduced (or ii). This coding system quantifies the number of structural features that are known to consume cognitive resources and considers it in combination with the number of camera changes (cc) in the video, which supply additional cognitive resources owing to their elicitation of an orienting response. This study further validates ii using psychophysiological responses that index cognitive resource allocation and recognition memory. We also pose two novel hypotheses regarding the confluence of controlled and automatic processing and the effect of cognitive overload on enjoyment of messages. Thirty television advertisements were selected from a pool of 172 (all 20 s in length) based on their ii/cc ratio and ratings for their arousing content. Heart rate change over time showed significant deceleration (indicative of increased cognitive resource allocation) for messages with greater ii/cc ratios. Further, recognition memory worsened as ii/cc increased. It was also found that message complexity increases both automatic and controlled allocations to processing, and that the most complex messages may have created a state of cognitive overload, which was received as enjoyable by the participants in this television context. © 2017 Hogrefe Publishing.
Publisher
HOGREFE & HUBER PUBLISHERS
Issue Date
2018
Language
English
Article Type
Article
Citation

JOURNAL OF MEDIA PSYCHOLOGY-THEORIES METHODS AND APPLICATIONS, v.30, no.4, pp.196 - 206

ISSN
1864-1105
DOI
10.1027/1864-1105/a000195
URI
http://hdl.handle.net/10203/248799
Appears in Collection
MT-Journal Papers(저널논문)
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