摘要
洪聰敏(2003)訊息處理代表個體經由感官接收外在刺激到反映動作完成之間訊息傳遞的歷程。人每天要透過感官來接受各種不同的環境變化，這些環境變化產生的刺激帶來很多訊息，這些訊息透過注意力轉成短期記憶。本文在探討不同性別下訊息處理理論之差異，由訊息處理理論中感官收錄與短期記憶為基礎，來判別不同性別的受測者之差異。本研究以聽覺型訊息、視覺型訊息與混合型訊息來進行實驗，並以自由回憶方式回答聽到或看到的英文字母。實驗結果發現，聽覺型訊息在不同性別下有顯著差異，視覺型和混合型訊息在不同性別下並無顯著差異。本研究結果可以提供在產品行銷或推銷對象為特定性別之族群參考之用。
關鍵字：訊息處理理論、記憶、回憶。
ABSTRACT
Hung Tsung-Min(2003) mentioned that information processing is related to how the individual processes received information from external stimuli through his or her senses to complete a reaction. In general, human beings’ senses receive many stimuli in a variety of environments that bring them information and that needs to be processed. This information will be converted into short-term memory by their attention.
This study discusses the differences in information processing theory for the two genders. It specifically pay attention to the processes information based on information processing theory of the sensory register to see what differences between genders related to short-term memory. Using auditory information, visual information and mixed information, our experiment records participants’ free recall to which letter they see or hear. Our results show that, only auditory information showed that significant differences related to gender. The visual information and mixed information were not significantly different related to gender. The results of this study can assist with marketing and promotional planning when the target consumer is one gender or the other.
Keywords: Information Processing Theory;
Memory; Recall
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