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.