Information Processing and Situational Theory: A Cognitive Response Analysis

Situational theory provides a conceptual framework for identifying and examining the active and passive information use behaviors of audiences in public relations campaigns. We suggest that the utility of situational theory may be increased by examining several possible dimensions of passive information use, using the cognitive response measurement approach. Data were collected from 85 female consumers at eight experimental sessions across the United States. Results suggest that situational theory and cognitive response approaches may be usefully combined to study a variety of dimensions of attention to messages. Such a combination may also serve to better inform message strategy in communication campaigns by providing a conceptually rigorous approach to conducting message tests.