AUTOMATIC AND STRATEGIC PROCESSES IN ADVERTISING EFFECTS

The author distinguishes two kinds of cognitive processes: automatic p rocesses, which are mostly subconscious, are learned and changed slowl y and are not subject to the capacity limitations of working memory, a nd strategic processes, which are conscious, are subject to capacity l imitations, and can easily be adapted to situational circumstances. Th e perception of advertising and the way it influences brand evaluation involves both processes. Automatic processes govern the recognition o f advertising stimuli, the relevance decision that determines further higher-level processing, the retrieval of information, and the provisi on of a heuristic for brand evaluation. Strategic processes govern lea rning and inference formation. The relative importance of both types o f processes depends on product involvement. The distinction of these t wo types of processes leads to some conclusions that are at variance w ith current notions about advertising effects. For example, the attent ion span problem is relevant only for strategic processes. A certain a mount of learning can occur with little conscious effort, and advertis ing's effect on brand evaluation may be more stable for low- than for high-involvement products.