APPENDIX J
ADVANCED TOPICS
Bettman, J.R., & Kakkar, J. (1977). Effects of information presentation format on consumer information acquisition strategies. Journal of Consumer Research 3(4), 233–240.
Underpinnings
This article examines various types of information processing to study the effect of presentation format on consumers’ information acquisition strategies.
Findings
Authors present findings from two studies. The first varied information presentation formats, and the second varied structure of information. Findings suggested the consumers seem to process information in the manner they find easiest.
Mayer, R. E. (2001). Multimedia learning. Cambridge, MA: Cambridge University Press.
Summary
While the book is intended for multi-media instructional designers, it provides helpful (and empirically tested) insights into information processing and communication constructs including: Coherence, Signaling, Redundancy, Spatial Contiguity Principle, Temporal Contiguity Principle, Segmenting Principle, Pre-training principle, Modality Principle, Multimedia Principle, Personalization Principle, Voice Principle, Image Principle.
Morton, J. (2006). The integration of images into architecture presentations: A semiotic analysis. Art, Design, and Communication in Higher Education. 5(1), 21–37.
Underpinnings
This article focuses on the role of visual communication within an architectural presentation.
Methods
A set of analytical techniques drawn from linguistics was used to investigate ten first-year architecture student presentations in an effort to understand the role of images and how novice students integrated images, words, and actions into a unified presentation. The analysis had three foci: the conventions of discrete images; the composition of concurrently displayed images; and the relationship between the speakers and their images. The article also distinguishes successful from unsuccessful presentations.
Townsend, C., & Kahn, B. E. (2014). The “visual preference heuristic”: The influence of visual versus verbal depiction on assortment processing, perceived variety, and choice overload. Journal Of Consumer Research, 40(5), 993–1015. doi:10.1086/673521
Underpinnings
The “visual preference heuristic” posits that consumers prefer visual to verbal (i.e. written) depictions of information. While images are assumed to be more pleasing, it is thought that they can result in information overload when choice sets (i.e., the information presented) are large and consumer preferences are unknown.
Methods
The authors compared Gestalt processing (i.e., processing information as a whole) vs. Piecemeal processing (i.e., sequential processing) of information using eye tracking software in five experimental studies.
Findings
Findings suggest that Gestalt processing of visual stimuli, facilitates faster, though more haphazard scanning of information. Thus, while processing information from visual presentation feels easier, it is not ideal for larger assortments of data. Consequently, the authors suggest that the preference for visual depictions may be over-applied.