serial vs parallel search strategy definition

This view has prospered for many years, with more recent models and theories, including frames (Minsky 1975), schemata (Bobrow and Norman 1975), scripts (Schank and Abelson (1977), knowledge assembly (Hayes-Roth 1977) and Bettman's information processing theory of consumer choice (1979), incorporating serial processing. The most basic assumption of serial processing models, as delineated by Newell and Simon's (1972) theory of problem solving, requires that only one information process occur at a time. Serial processing models, originally introduced in 1936 by English logician Alan Turing, are the foundation of current models of human information processing used in marketing. Memory was viewed as a set of separate stores. Processing was viewed as serial, consisting of a sequence of discrete operations. When the study of cognition became popular in the 1960s, it was generally assumed that the human information processing system functioned much like a von Neumann computer. The impact of accepting parallel processing models on the development of consumer research methods and analysis of results is discussed. Parallel models are introduced and underlying assumptions of serial and parallel models are compared. These new models assume massively parallel processing in the human brain, and have implications for marketers' research on consumer information processing. However, new models of parallel distributed processing (PDP) have been developed in the fields of cognitive science and artificial intelligence. PARALLEL PROCESSING MODELS OF CONSUMER INFORMATION PROCESSING: THEIR IMPACT ON CONSUMER RESEARCH METHODSĬurrent models of consumer information processing assume that processing occurs in a serial, or sequential fashion. Pollay, Provo, UT : Association for Consumer Research, Pages: 443-448.Īdvances in Consumer Research VolPages 443-448 The impact of accepting parallel processing models on the development of consumer research methods and analysis of results is discussed.ĭawne Martin and Pamela Kiecker (1990) ,'Parallel Processing Models of Consumer Information Processing: Their Impact on Consumer Research Methods', in NA - Advances in Consumer Research Volume 17, eds. ABSTRACT - Current models of consumer information processing assume that processing occurs in a serial, or sequential fashion.

Serial vs parallel search strategy definition