In an effort to quantify message complexity in such a way that predictions regarding the moment-to-moment cognitive and emotional processing of viewers would be made, Lang and her colleagues devised the coding system information introduced (or ii). This coding system quantifies the number of structural features that are known to consume cognitive resources and considers it in combination with the number of camera changes (cc) in the video, which supply additional cognitive resources owing to their elicitation of an orienting response. This study further validates ii using psychophysiological responses that index cognitive resource allocation and recognition memory. We also pose two novel hypotheses regarding the confluence of controlled and automatic processing and the effect of cognitive overload on enjoyment of messages. Thirty television advertisements were selected from a pool of 172 (all 20 s in length) based on their ii/cc ratio and ratings for their arousing content. Heart rate change over time showed significant deceleration (indicative of increased cognitive resource allocation) for messages with greater ii/cc ratios. Further, recognition memory worsened as ii/cc increased. It was also found that message complexity increases both automatic and controlled allocations to processing, and that the most complex messages may have created a state of cognitive overload, which was received as enjoyable by the participants in this television context.

中文翻译：

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信息引入在动态消息处理和享受中的应用

为了以某种方式量化消息的复杂性，从而可以对观众的瞬间到瞬间的认知和情感处理做出预测，Lang和她的同事设计了引入的编码系统信息（或ii）。该编码系统量化了已知会消耗认知资源的结构特征的数量，并将其与视频中的摄像头更改（cc）数量结合起来考虑，由于这些摄像头更改了定向响应，从而提供了其他认知资源。这项研究进一步使用索引认知资源分配和识别记忆的心理生理反应来验证。我们还提出了两个关于控制和自动处理的融合以及认知超载对消息享受的影响的新假设。根据ii / cc比率和激发内容等级，从172个池中（共20 s长）选择了30个电视广告。随ii / cc比率增加的消息，心率随时间的变化显示出明显的减速（表明认知资源分配增加）。此外，随着ii / cc增加，识别记忆变差。还发现消息的复杂性增加了处理的自动分配和受控分配，并且最复杂的消息可能已造成认知超负荷的状态，在这种电视环境中，参与者感到愉快。随ii / cc比率增加的消息，心率随时间的变化显示出明显的减速（表明认知资源分配增加）。此外，随着ii / cc增加，识别记忆变差。还发现消息的复杂性增加了处理的自动分配和受控分配，并且最复杂的消息可能已造成认知超负荷的状态，在这种电视环境中，参与者感到愉快。随ii / cc比率增加的消息，心率随时间的变化显示出明显的减速（表明认知资源分配增加）。此外，随着ii / cc增加，识别记忆变差。还发现消息的复杂性增加了处理的自动分配和受控分配，并且最复杂的消息可能已造成认知超负荷的状态，在这种电视环境中，参与者感到愉快。