Information that stimulates: the complexity theories
Complexity theories are a set of theories that explain how complex systems, such as markets and consumer behavior, emerge from the interactions of individual agents or components. In advertising management, complexity theories can be used to understand and predict consumer behavior in complex and dynamic market environments.
Information that stimulates complexity theories includes:
Non-linear dynamics: This refers to the idea that small changes in one part of a complex system can lead to large and unpredictable changes in other parts of the system. In advertising management, non-linear dynamics can help explain the emergence of new consumer trends or the sudden shifts in consumer preferences.
Self-organizing systems: This refers to the idea that complex systems can organize themselves and adapt to changing environments without external control or intervention. In advertising management, self-organizing systems can help explain how consumer behavior emerges and evolves over time.
Emergence: This refers to the idea that complex systems can exhibit new and unpredictable behaviors that cannot be explained by the behavior of individual components. In advertising management, emergence can help explain the emergence of new consumer needs or preferences that were not previously apparent.
Feedback loops: This refers to the idea that the behavior of a complex system can influence its own behavior through feedback loops. In advertising management, feedback loops can help explain how advertising messages can influence consumer behavior, and how consumer behavior can in turn influence the effectiveness of advertising messages.
Salvatore Maddi’s theory insists that novelty, unexpectedness, change and complexity are pursued because they are inherently satisfying. His theory is based on the assumption that people get bored and are motivated to reduce that boredom by seeking stimuli that are novel, unusual and different. People are curious about the world around them, and this curiosity will influence exposure patterns.
A similar argument is given by Berlyne, who suggests that stimuli attract attention because of their physical properties (such as brightness, color and size) and their collative properties (such as complexity, novelty, motion etc.)
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