CB Exam 2; Chapter 4 review

Dual Coding

-A process in which 2 different sensory traces are available to remember something. -"Associating products with music to help consumers remember." -"Consumers showed greater recall for product features when the product was infused with a scent."

Procedural Memory

-Stores scripts about how to accomplish tasks. -memory for remembering how to drive, how to ride a bike, how to shop, etc.

Timing refers to what 2 things?

1) The amount of time a consumer has to process a message. 2) The point in time at which the consumer receives the message.

What is an Exemplar?

A concept within a schema that is the single best representative of some category. -A snack food schema: potato chips may be the exemplar. -A soft drink schema: Coke may be the exemplar.

What is a memory trace?

A mental path by which some thought becomes active.

What is an Associative Network?

A network of mental pathways linking related knowledge within memory.

Personal Elaboration

A person imagines himself associating with a stimulus being processed. Provides the deepest comprehension and greatest chance of accurate recall.

Long Term Memory

A repository for all information that a person has encountered. It has unlimited capacity and permanent storage.

What is a schema?

A type of associative network that works as a cognitive representation of a phenomenon that provides meaning to that entity.

_____ represents the extent to which a message is internally consistent and fits surrounding information. A: Message Congruity B: Message Visibility C: Message Attractiveness D: Message Complexity E: Message Acceptability

A: Message Congruity

Social Schemas

Assumptions we make about people we encounter based on out beliefs and past experiences. "A typical consumer of a given brand. Soccer moms and Tide."

What is the gatekeeper between sensory memory and short term memory?

Attention. If you don't pay attention to it, it's gone.

The process through which consumers reconstruct memory traces into a formed recollection of the information they are trying to remember is known as ____. A: mental tagging B: response generation C: memory tracing D: semantic coding E: spreading activation

B: response generation

Why is short-term memory also called Workbench Memory?

Because this is where current cognitive process are performed.

What are Prototypes?

Characteristics more associated with a concept, not an actual entity/thing. -Put together the most prototypical Chinese Buffet you can think of. ---But it probably doesn't exist.

A schema representing an event is known as a(n) ____ A: Exemplar B: Prototype C: Stereotype D: Script E: Archetype

D: Script

Retention Stage

Deals with memory and storage of information

What are the 5 steps in the Information Processing Model?

Exposure, Attention, Comprehension, Acceptance, and Retention.

Meaningful Encoding (Elaboration)

Extent to which one continues processing a message even after they develop an initial understanding in the comprehension stage. New information is coded with meaning.

Semantic Memory

General knowledge and information is stored here. Concepts and learned associations between them. Words, facts, ect. "Declarative Knowledge"

Chunking

Grouping stimuli by meaning so that multiple stimuli can become a single memory unit.

Message Congruity

How well do the different elements of the message fit together? How congruent (similar) is the message to competing messages in the environment? Sometimes incongruent surroundings for a message increase comprehension.

Prospect Theory

Hypothesis that the way in which information is framed differently affect risk assessments and associated consumer decisions. "50% or half-off?"

Negative Frame example

If you don't use sunscreen, you will be more likely to get skin cancer!

Ground

In a message, everything except the figure should be less important and in the background.

Environmental Characteristics (3)

Information Intensity, Framing, and Timing.

Message Receiver Characteristics (7)

Intelligence, Prior Knowledge, Involvement, Familiarity, Expectations, Physical Limits, and Brain Dominance.

_____-brain-dominant consumers tend to deal better with verbal processing.

Left

Episodic Memory

Memory for events, scenes, or pictures. It includes "flashbulb memories."

Factors Affecting Comprehension

Message Characteristics, Receiver Characteristics, Environment Characteristics.

Spreading Activation/Associative Network Model

Nodes represent concepts in the network, paths/links are associations between those concepts int he network. It's a network of mental pathways linking concepts in memory. Like a family tree.

What is "OTS"

Opportunity to see an ad during the exposure stage.

3 characteristics of source credibility

Perceived expertise, perceived trustworthiness, and perceived objectivity.

What ways is a source is attractive?

Physical attractiveness, personality, similarity to receiver.

Comprehension Stage

Refers to the interpretation or understanding that a consumer develops about some attended stimulus in order to assign meaning.

What are the 4 mental processes to help consumers remember things?

Repetition, Dual Coding, Meaningful Encoding, and Chunking.

What is the weakest form or learning?

Repetition.

_____-brain-dominant consumers tend to be visual processors.

Right

What are the 3 types of long term memory traces/storage?

Semantic memory, Episodic memory, and Procedural memory.

Which memory location does perception and comprehension occur?

Short-term memory.

Attention Stage

The allocation of processing capacity to an incoming stimulus. Consumers use short-term memory for this stage.

Sensory Memory

The area in memory where we store what we encounter with our 5 senses. It's preattentive and has unlimited capacity, but only lasts a short time. It includes Iconic Storage and Echoic Storage.

Acceptance Stage

The degree to which the stimulus has an effect on the consumer's attitudes or knowledge.

What are Physical Characteristics of a message?

The elements of a message that on senses directly. -Intensity -Color -Font -Numbers -Spacing -Shape

What is Encoding?

The process by which information is transferred from workbench memory to long-term memory for permanent storage.

Short-term memory

The storage area in the memory system where information is stored and encoded for placement in long-term memory and eventually retrieved for further use.

Echoic Storage

The storage of auditory information as an exact representation of the sound.

Iconic Storage

The storage of visual information as a exact representation of the scene.

Positive Frame example

Using sunscreen will help you avoid skin cancer.

Multiple Store Theory of Memory

Views the memory process as utilizing three different storage areas within the human brain. Sensory memory, Short-term (workbench) memory, and long-term memory.

What is Spreading Activation?

When a memory trace shows how cognitive activation spreads from one concept to another.

What is semantic coding?

Where stimuli are converted to meaning that can be expressed verbally.

Figure

The focal image, or the object intended to capture a person's attention.

Exposure Stage

The information comes into contact with one of the consumer's sensory receptors.

Message Framing

We can influence a decision on how we frame it. The way a message is stated or presented.