Consumer Behavior-Chapter 4
as marketers attempt to communicate value, many factors influence what a consumer comprehends in a given situation: these factors can be divided into three categories:
1. characteristics of message 2. characteristics of message receiver 3. characteristics of the environment (information processing situation)
three factors that help summarize key points in comprehension:
1. internal factors within the consumer powerfully influence the comprehension process 2. includes both cognitive and affective elements 3. every message sends signals
4 mental processes help consumers remember things, this process consists of:
1. repetition 2. dual coding 3. meaningful encoding 4. chunking
consumers prefer objects the are consistent with the ____________ ______________. This refers to a ratio of dimensions of about 1.62
Golden Section
PMG means?
Price Matching Guarantee
level of a stimulus to which a consumer has become accustomed
adaptation level
network of mental pathways linking knowledge within memory; sometimes referred to as a semantic network
associative network
refers to the phenomenon of hemispheric lateralization. Some people tend to be either right-brain or left-brain dominant
brain dominance
unlike sensory memory, workbench memory has limited ___________. generally the ________ limit for workbench memory is between three and seven units of information. this fact is sometimes called MILLER LAW.
capacity
single memory unit
chunk
process of grouping stimuli by meaning so that multiple stimuli can become a single memory unit
chunking
notion that everything else that the consumer is exposed to while trying to remember something is also vying for processing capacity and thus interfering with memory and comprehension
cognitive interference
the way people cognitively assign meaning to things they encounter
comprehension
whether or not we are thinking about something using a concrete or an abstract mindset
construal level
thoughts that contradict a message
counterarguments
extent to which a source is considered to be both are expert in a given area and trustworthy
credibility
cognitive components that represent facts
declarative knowledge
Russian word that can be roughly translated as "acquiring things with great difficulty"
dostats
process in which two different sensory "traces" are available to remember something. As we shall see, a trace is a mental path by which some thoughts becomes active
dual coding
the term "short-term" is often used when describing workbench memory because this memory storage area, like sensory memory, has limited ______________. The ___________ is not nearly as limited as sensory memory, but stimuli that enter short-term memory may stay there approximately 30 seconds or so without some intervention
duration
storage of auditory information in sensory memory
echoic storage
extent to which a consumer continues processing message even after an initial understand is achieved
elaboration
process by which information is transferred from workbench memory to long-term memory for permanent storage
encoding
memory for past events in ones life
episodic memory
concept within a schema that is the single best representative of some category; schema for something that really exists
exemplar
beliefs about what will happen in some future situation
expectations
refers to the amount of knowledge that a source is perceived to be about a subject
expertise
what are the components of the consumer information processing
exposure -> Attention -> comprehension -> elaboration -> Memory
use of expressions that send a nonliteral meaning
figurative language
object that is intended to capture a persons attention, the focal part of any message
figure
notion that each message can be separated into the focal point (figure) and the background (ground)
figure-ground distinction
a phenomenon in which the meaning of something is influenced by the information environment Put in a situation that gives you a choice, which would you choose?
framing
the background in a message
ground
this is the process by which continuous exposure to a stimulus affects the comprehension of, and response to, the stimulus
habituation
interpretations created by the way some object feels (touch)
haptic perception
storage of visual information in sensory memory and the idea that things are stored with a one-to-one representation with reality
iconic storage
consumers are more apt to remember an ad that has ____________ material surrounding it
incongruent
amount of information available for a consumer to process within a given environment
information intensity
environmental characteristics consists of: (4)
information intensity framing construal level theory timing
message receiver characteristics consists of: (7)
intelligence/ability prior knowledge involvement familiartiy/habituation expectations physical limits brain dominance
physical characteristics that can contribute to effective communication consists of: (6)
intensity color font numbers spacing shape
the capacity of workbench memory expands and contracts based on the level of a consumers ____________ the more involved a consumer is with a message, the greater will be the capacity of his workbench memory.
involvement
five sources that influence comprehension to varying degrees based upon characteristics like:
likability attractiveness expertise trustworthiness congruence
repository for all information that a person has encountered. unlimited capacity, unlimited duration
long-term memory
process that occurs when preexisting knowledge is used to assist in storing new information
meaningful encoding
psychological process by which knowledge is recorded
memory
mental path by which some thought becomes active
memory trace
this is the extent to which a message is internally consistent and fits surrounding information
message congruity
in a consumer context, an ad claim that is not literally true but figuratively communicates a message is called what?
metaphor
theory that explains memory as utilizing three different storage areas within the human brain; sensory, workbench, and long-term
multiple-store theory memory
concepts found in an associative network
nodes
a yearning to relive the past that can produce lingering emotions
nostalgia
representations of the association between nodes in an associative network
paths
process by which people imagine themselves somehow associated with a stimulus that is being processed
personal elaboration
tangible elements or the parts of a message the can be sensed
physical characteristics
characteristics of the "message" consists of: (5)
physical characteristics message congruity figure and ground message source simplicity-complexity
cognitive process in which context or environment activates concepts and frames thoughts and therefore affects both value and meaning
priming
theory that suggests that a decision, or argument, can be framed in different ways and that the rating affects wish assessments consumers make
prospect theory
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
prototype
process in which a thought is held in short-term memory by mentally repeating the thought
repetition
reconstruction of memory traces into a formed recollection of information
response generation
process by which information is transferred back into workbench memory for additional processing when needed
retrieval
unintentional but recurrent memory of long-ago events that are spontaneously triggered
rumination
a portion of an associative network that represents a specific entity and thereby provides it with meaning
schema
schema representing an event
script
type of coding wherein stimuli are converted to meaning that can be expressed verbally information stored in long-term memory
semantic coding
area in memory where a consumer stores things exposed to one of the five senses
sensory memory
this theory explains ways in which communications convey meaning beyond the explicit or obvious interpretation
signal theory
the idea that ones individual identity is defined in part by the social groups to which one belongs
social identity
cognitive representation that gives a specific type of person meaning
social schema
another word for social schema
social stereotype
way cognitive activation spreads from one concept to another
spreading activation
thoughts that further support a message
support arguments
small piece of coded information that helps with the retrieval of knowledge
tag
refers to how honest and unbiased a source is perceived to be.
trustworthiness
storage area in the memory system where information is stored while it is being processed and encoded for later recall
workbench memory