Stimulus
recognized?Get frustrated
Ye s
1
Perception
Stimulus
interesting?
Focus attention
elsewhere
Ye s
2
Attention
Stimulus
understood?
Input more, re-examine
paraphrase, or quit
Ye s
3
Sentence-levelcomprehension
Decisionschemaactivated?
Ye s
4
Schemaactivation
Slot valuepresent? Redirect
search
Ye s
Ye s
Ye s
Discard
Discard
5b
5a
Informationacqusition
Proposal’svalue best? Reject orchallenge
Ye s
6
Informationintegration
Reject All slotsfilled?
Ye s
No
No
No
No
No
No
No. Searchexhausted
No. Searchexhausted
Accept
No
No
No
Desireddecision
recognized?
Desired
decision worth
making?
Searchfor nextvalue
Activateschema
Search forschema
cues
FIGURE 3.1
A Cognitive Process Model of Audience Decision Making