Chapter 4
sources that influence comprehension,
1. Likability (change interpretation of a stimulus) 2. Attractiveness -- works much the same as likability 3. Expertise: Amount of knowledge that a source is perceived to have about a subject 4. Trustworthiness: How honest and unbiased a source is perceived to be 5. Congruence
Sensory Memory
Are in memory where we store what we encounter with our five human senses
Paths
Association between nodes
Ground
Background in a message
Expectations
Beliefs about what will happen in a future situation
Social Schema (Social Stereotype)
Cognitive representation that gives a specific type of person meaning
Exemplar
Concept within a schema that is the single best representative of some category
Nodes
Concepts in network
Prospect Theory
Hypothesizes that the way in which information is framed differentially affects risk assessments and associated consumer decisions
Metaphor
In consumer context, an ad claim that is not literally true but figuratively communicates a message (increase one's ability to remember a message)
Haptic Perception
Interpretation created by the way of some objects feel
Adaptation Level
Level of a stimulus to which a consumer has become accustomed
Memory Trace
Mental path by which some thought becomes active
Figure-Ground Distinction
Notion that each message can be separated into the focal point (figure) and the background (ground)
Figure
Object that is intended to capture a person's attention, the focal part of any message
Meaningful Encoding
Occurs when preexisting knowledge is used to assist in storing new information
Cognitive Interference
Other things are vying for processing capacity when a consumer rehearses information
Personal Elaboration
People imagine themselves associating with a stimulus being processed, provides the deepest comprehension and greatest chance of accurate recall
Framing
Phenomenon in which the meaning of something is influenced (perceived differently) by the information environment
Brain Dominance
Phenomenon of hemispheric lateralization. Some people tend to be either right brain - or left brain dominant
Schema
Portion of an associative network that represents a specific entity and thereby provides it with meaning
Golden Section
Preferred ratio of objects, equal to 1.62 to 1.00
Habituation
Process by which continuous exposure to a stimulus affects the comprehension of and response to some stimulus
Retrieval
Process by which information is transferred back into workbench memory for additional processing when needed
Encoding
Process by which information is transferred from workbench memory to long-term memory for permanent storage
Repetition
Process in which a thought is held in short-term memory by mentally repeating the thought
Chunking
Process of grouping stimuli by meaning so that multiple stimuli can become a single memory unit
Memory
Psychological process through which people record and store knowledge
Response Generation
Reconstruction of memory traces into a formed representation of what they are trying to remember or process
Priming
Refers to cognitive process in which context or environment activates concepts and frames thoughts and therefore affects both value and meaning
Comprehension
Refers to the interpretation or understanding a consumer develops about some attended stimulus based on the way meaning is assigned.
Long-Term Memory
Repository for all information that a person has encountered
Message Congruity
Represents the extent to which a message is internally consistent and fits surrounding information
Script
Schema representing an event
Prototype
Schema that is the best representative of some category but that is not represented by an existing entity; conglomeration of the most associated characteristics of a category
Chunk
Single memory unit
Tag
Small piece of coded data that helps us get that particular piece of knowledge onto the workbench
Semantic Coding
Stimuli are converted to meaning that can be expressed verbally
Workbench Memory
Storage area in the memory system where information is stored and encoded for a placement in long-term memory and eventually retrieved for future use
Echoic Storage
Storage of auditory information in sensory memory
Iconic Storage
Storage of visual information as an exact representation of the scene
Information Intensity
The amount of information available for a consumer to process within a given environment
Physical Characteristics
The elements of a message that one senses directly
Elaboration
The extent to which a person continues processing a message even after she develops an initial understanding in the comprehension stage
Episodic Memory
The memory for past events, or episodes, in one's life
Counter Arguments
Thoughts that contradict a message
Support Arguments
Thoughts that further support a message
Dual Coding
Two different sensory "traces" are available to remember something
Rumination
Unintentional, spontaneous, recurrent memory of past and sometimes long ago events that are not necessarily triggered by anything in the environment
Figurative Language
Use of expressions that send a nonliteral meaning
Multiple Store Memory Theory of Memory
Views the memory process as utilizing three different storage areas within the human brain
Construal Level
Whether we are thinking about something using a concrete or an abstract mindset
Advertisements for hygiene products like toothpaste and soap tend to feature doctors as spokespersons endorsing the products. Consumers perceive these doctors to possess a substantial knowledge on health and hygiene. Which of the following characteristics of the message source is represented by this example? a. Expertise b. Visibility c. Congruity d. Attractiveness e. Simplicity
a.
Cognitive perspective views learning as....
an active mental process in which a consumer processes information, forms associations between concepts, and gains knowledge
A(n) _____ is the cognitive representation that gives a specific type of person meaning. a. social categorization b. social schema c. social script d. social facilitation e. social expectation
b.
Which of the following statements is true of workbench memory? a. Its capacity remains the same across different levels of consumers' involvement. b. It has limited capacity. c. It is considered to be preattentive. d. It uses only semantic coding to store information. e. It has unlimited duration.
b.
______________ is a smaller part within one's total associative network responsible for defining a particular marketing entity
brand schema
The phenomenon in which the meaning of something is influenced by the information environment is called _____. a. signaling b. positioning c. framing d. distorting e. prospecting
c.
The process in which two different sensory "traces" are available to remember something is known as _____. a. semantic coding b. meaningful encoding c. dual coding d. mental tagging e. chunking
c.
The process of grouping stimuli by meaning so that multiple stimuli can become a single memory unit is known as _____. a. tagging b. tracing c. chunking d. encoding e. retrieving
c.
The psychological process by which knowledge is recorded is known as _____. a. perception b. epistemology c. memory d. attention e. motivation
c.
Which of the following provides a consumer with the deepest comprehension and the greatest chance of accurate recall? a. Dual coding b. Spreading activation c. Personal elaboration d. Meaningful encoding e. Rumination
c.
spreading activation
cognitive activation spreads from one concept (node) to another
When consumers encounter new products or brands, they react to them by ____________ them to the existing schema
comparing
Echoic storage is the storage of: a. visual information as an exact representation of a scene. b. tactile information as an exact representation of a touch. c. olfactory information as an exact representation of a smell. d. auditory information as an exact representation of a sound. e. gustatory information as an exact representation of a taste.
d.
Which of the following TV ads for Shine, a toothpaste brand, is likely to hold more appeal for a consumer who is right-brain dominant than for a consumer who is left-brain dominant? a. An ad where a family sings the reason why Shine is their favorite toothpaste b. An ad where a dentist clinically explains why Shine is the best toothpaste c. An ad which talks about the advantages of a fluoride-free toothpaste d. An ad which shows the Shine toothpaste being used by a dentist to clean magnified dentures e. An ad where an elderly couple talks about how their teeth are still very strong because of Shine
d.
Exemplar can _______ from one person to another based on their unique experiences
differ
Mr. Smith is a renowned gastronomist. As his job demands knowledge of a wide range of cuisines, he tries to remember a dish by its taste as well as its smell. Which of the following will best describe the technique used by Mr. Smith to remember various dishes? a. Memory tracing b. Mental tagging c. Priming d. Retrieval e. Dual coding
e.
Which of the following is an example of haptic perception? a. A consumer smelling a new brand of perfume b. A consumer listening to a new audio clip in the market c. A consumer enjoying the ambiance at a store d. A consumer watching a new video game in the market e. A consumer touching a new brand of bath towels
e.
credibility
extent to which a source is considered to be both an expert in a given area and trustworthy
Consumers use ________ language when describing brands that compete well on hedonic value
figurative
Social Identity
idea that individual identity is defined in part by the groups to which one belongs
Preexisting or prior ____________, provides resources or a way through which other stimuli can be comprehended
knowledge
Consumer use ________ language when describing brands competing on utilitarian value
literal
The simpler the message the more likely a consumer develops ___________ comprehension
meaningful
Trace
mental path by which some thought becomes active
Cognitive Learning focuses on....
mental processes occurring as consumers comprehend, elaborate, and act upon information
Timing
refers to both the amount of time a consumer has to process a message and the point in time at which the consumer receives the message
Declarative Knowledge
term used in psychology to refer to cognitive components that represent facts
Comprehend marketing messages to understand the _____ of the product
value
left brain
verbal processing
right brain
visual processors
Associative Network
(Semantic Network), network of mental pathways linking all knowledge within memory
Three factors related to consumer comprehension,
1. Internal factors within the consumer powerfully influence the comprehension process 2. Comprehension includes both cognitive and affective elements (involves both thoughts and feelings). -Applies not only to consumer learning but also to consumer's attitudes 3. Signal Theory: Tells us that communications provide information in ways beyond the explicit or obvious content.