Sorting the Mail: A Study of Categorization and Deliberative Processing

Charles A. McMellon · Robert H. Ducoffe

5 citations0/0 files storedJournal of Direct Marketing

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Decision-Making and Behavioral Economics Marketing and Advertising Strategies Consumer Behavior and Marketing Influence

Abstract

This study examines how two information-processing theories in consumer research, categorization and deliberative processing, apply to mail-sorting behavior. Experimental 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. The data indicate that both types of processing are evident and that expertise plays a different role in mail sorting than previously expected.

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References

1960A Coefficient of Agreement for Nominal Scales 1975Belief, Attitude, Intention and Behavior: An Introduction to Theory and Research 1980Understanding Attitudes and Predicting Social Behavior 1990A Continuum of Impression Formation, from Category-Based to Individuating Processes: Influences of Information and Motivation on Attention and Interpretation 1990Multiple Processes by which Attitudes Guide Behavior: The Mode Model as an Integrative Framework 1980Effects of Prior Knowledge and Experience and Phase of the Choice Process on Consumer Decision Processes: A Protocol Analysis 1992The Effects of Sequential Introduction of Brand Extensions 1985Consumer Knowledge: Effects on Evaluation Strategies Mediating Consumer Judgments

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2000The Opening and Reading Behavior of Business-to-Business Direct Mail

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