INFORMATION INTRODUCED (ii) AND TELEVISION ADS: CONFIRMING COGNITIVE OVERLEAD THROUGH PSYCHOPHYSIOLOGICAL APPROACH
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This study is designed to a) confirm Lang’s theory on mediated message processing (LC4MP; Lang, 2006) and b) explore the possibility of applying this theory to business practice (advertising). Coding system Information Introduced (ii), which is based on LC4MP, is a way to index the amount of information included in any given video message (Lang, Bradley, Park, Shin, & Chung, 2006; Lang, Park, Sanders-Jackson, Wilson, & Wang, 2007). Early studies tested the validity of this measure by measuring memory test results and comparing them with secondary task response time (STRT) data. To take this line of research further, this study has collected psychophysiological responses (heart rate and skin conductance) as measures of cognitive information processing. Also collected was recognition memory data and other self-reported data, which shows too much information (indexed by ii) in television advertisement leads to cognitive overload. Relationship between advertisement’s ii and other measures (e.g., attitude toward ad) will be reviewed as well.