This theory “holds that learning involves complex mental processing of information. This theory gives great weightage to information, motivation and mental process on which response depends. According to this theory repetition gets a back seat. The consumer collects information on various competitive products with regard to their price, performance and other aspects.
The consumer feeds that the collected information on various competitive products with regard to their price, performance and other aspects of information into his human computer, process them logically and then only arrives at a conclusion. If one decides to buy a refrigerator he collects the information on various refrigerators available in the market, their features, performance, reputation of the supplier i.e. brand and after sales service.
The information however is not collected only when one decides to buy a product; he goes on getting information from various sources such as, magazines and journals and retains in his memory and uses it when required. It is felt by some psychologists that when one gets too much information he is overloaded and encounters difficulties in decision taken. But capacity to retain and keep the information in memory differs from individual to individual depending largely on his education and sophistication.
Therefore, marketers try to provide information to different groups of people as per their retention power as perceived by marketer. For instance, if the consumer is technocrat, he will be supplied much more information as compared a general customer specially in case of technical products like computer, automobile, photo copier, electronic and electrical goods. If someone is provided more information than what he can understand or retain it will be waste of efforts and resources.