Marketing Implications of Information Processing: Literature Review and Directions for Future Research
Dr. Ruchika Sachdeva*, Jack Welch College of Business and Technology, Sacred Heart University, Fairfield, CT-USA.
Manuscript received on November 30 , 2020. | Revised Manuscript received on December 06, 2020. | Manuscript published on December 15, 2020. | PP: 10-18 | Volume-5 Issue-4, December 2020. | Retrieval Number: 100.1/ijmh.C1182115320 | DOI: 10.35940/ijmh.C1182.125420
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© The Authors. Published By: Blue Eyes Intelligence Engineering and Sciences Publication (BEIESP). This is an open access article under the CC BY-NC-ND license (http://creativecommons.org/licenses/by-nc-nd/4.0/)
Abstract: IInformation processing is a series of activities by which stimuli are perceived, transformed into information, and stored (Best et al., 2003). The theory of information processing is becoming increasingly popular in today’s information rich environments. Surprisingly, in literature there is little research and discussion on the marketing implications of information processing. The present study tries to explore the various studies related to the importance of information processing. The study highlights the marketing implications of information processing on Indian consumer. The objective of this study is to help the marketing managers understand the Indian consumers processing of information. Knowing and analyzing the information processing styles of the target consumers based on the important variables studied in this research, will help marketers design and place their marketing programs most effectively. Based on the literature review the paper proposes few research propositions in understanding of marketing implications of information processing.
Keywords: Information Processing, Marketing implications, Exposure, Attention, Involvement level, Memory and Socio-demographic variables.