Needless to say, this view is not universal. The thrust of this paper is that the search for simplified and mathematically convenient and predictive combinatorial rules has so preoccupied the impression formation area that we are not as far along in our understanding of this phase of information processing as we might be. In a broader sense, summative models and Anderson's averaging model have been viewed as the principle rivals among mathematical models of impression formation. The accuracy of this particular summative integration model has been studied by Bettman, Capon and Lutz (1975a, b). Implicit in this research, however, is a specific combinatorial rule (i.e., weighted summation) which is used to derive an overall impression (i.e., attitude) based on the degree of perceived attribute-object association. Research using the Fishbein model, though, tends to be more outcome than process-oriented and tends to concern itself more with what elements are important in a mean-ends analysis than validating the integrating mechanism itself. The attitude area is, of course, no stranger to models which relate evaluative judgments to their presumed components (e.g., Osgood et al., 1957 Fishbein, 1963 Fishbein and Ajzen, 1975), and each of these must specify an integration function.
In recent years, Anderson's information integration paradigm and functional measurement procedures have been extended into a virtually unending array of topical domains involving human judgments ranging from psycho-physics (e.g., magnitude estimation) and decision theory to dating choices and, of course, consumer attitudes (see Anderson and Shanteau, 1977 for examples). This theory has been responsible for a vast and impressive literature based upon some of the most careful and finely tuned empirical research in the entire human information processing field. Sometimes referred to as the process of "impression formation," research in this area has been dominated for more than 15 years by the "information integration theory," approach of Norman Anderson and his associates. The judgment may be along a descriptive dimension (e.g., how durable is the product, how friendly is the person) or it may be a summary evaluation (e.g., an attitude toward the product or person). One of the most pivotal psychological processes involved in belief formation is the act of combining separate and often diverse pieces of information into a coherent judgment, say about a product or person. INFORMATION INTEGRATION: AN INFORMATION PROCESSING PERSPECTIVE Olson, Ann Abor, MI : Association for Consumer Research, Pages: 161-170.Īdvances in Consumer Research VolPages 161-170 Dickson (1980) ,"Information Integration: an Information Processing Perspective", in NA - Advances in Consumer Research Volume 07, eds.
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