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CB Test 1 > Ch 4 > Flashcards

Ch 4 Flashcards

1
Q

Physical characteristics

A

Tangible elements or the parts of a message that can be sensed

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2
Q

Golden section

A

The preferred ratio of objects, equal to 1.62 to 1.00

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3
Q

Message congruity

A

Extent to which a message is internally consistent and fits surrounding information

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4
Q

Figure

A

Object that is intended to capture a person’s attention, the focal part of any message

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5
Q

Ground

A

Background in a message

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6
Q

Figure-ground distinction

A

Notion that each message can be separated into the focal point (figure) and the background (ground)

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7
Q

Expertise

A

Amount of knowledge that a source is perceived to have about a subject

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8
Q

Trustworthiness

A

How honest and unbiased the source is perceived to be

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9
Q

Credibility

A

Extent to which a source is consider to be both an expert in a given area and trustworthy

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10
Q

Counterarguments

A

Thoughts that contradict a message

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11
Q

Support arguments

A

Thoughts that further support a message

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12
Q

Habituation

A

Process by which continuous exposure to a stimulus affects the comprehension of, and response to, the stimulus

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13
Q

Adaption level

A

Level of a stimulus to which a consumer has become accustomed

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14
Q

Signal theory

A

Explains ways in which communications convey meaning beyond the explicit or obvious interpretation

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15
Q

Dostats

A

Russian word that can be roughly translated as “acquiring things with great difficulty”

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16
Q

Expectations

A

Beliefs about what will happen in some future situation

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17
Q

Brain dominance

A

Refers to the phenomenon “hemispheric lateralization.” Some people tend to be either right-brain or left-brain dominant.

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18
Q

Metaphor

A

In a consumer context, an ad claim that is not literally true but figuratively communicates a message

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19
Q

Information intensity

A

Amount of information available for a consumer to process within a given environment

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20
Q

Framing

A

Is a phenomenon in which the meaning of something is influenced (perceived differently) by the information environment

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21
Q

Prospect theory

A

Theory that suggests that a decision, or argument, can be framed in different ways and that the framing affects risk assessments consumers make

22
Q

Priming

A

Cognitive process in which context or environment activates concepts and frames thoughts and therefore affects both value and meaning

23
Q

Memory

A

Psychological process by which knowledge is recorded

24
Q

Multiple store theory of memory

A

Theory that explains memory as utilizing three different storage areas within the human brain: sensory, workbench, and long-term

25
Q

Sensory memory

A

Area in memory where a consumer stores things exposed to one of the five senses

26
Q

Iconic storage

A

Storage of visual information in sensory memory and the idea that things are stored with a one-to-one representation with reality

27
Q

Echoic storage

A

Storage of auditory information in sensory memory

28
Q

Haptic perception

A

Interpretations created by the way some object feels

29
Q

Workbench memory

A

Storage area in the memory system where information is stored while it is being processed and encoded for later recall

30
Q

Encoding

A

Process by which information is transferred from workbench memory to long-term memory for permanent storage

31
Q

Retrieval

A

Process by which information is transferred back into workbench memory for additional processing when needed

32
Q

Repetition

A

Simple mechanism in which a thought is kept alive in short-term memory by mentally repeating the thought

33
Q

Dual coding

A

Coding that occurs when two different sensory traces are available to remember something

34
Q

Meaningful coding

A

Coding that occurs when information from long-term memory is placed and attached on the workbench and attached to it in a way that the information can be recalled and used later

35
Q

Chunking

A

Process of grouping stimuli by meaning so that multiple stimuli can become one memory unit

36
Q

Cognitive interference

A

Notion that everything else that the consumer is exposed to while trying to remember something is also vying for processing capability and thus interfering with memory and comprehension

37
Q

Chunk

A

Single memory unit

38
Q

Tag

A

Small piece of coded information that helps with the retrieval of knowledge

39
Q

Rumination

A

Unintentional but recurrent memory of long-ago events that are spontaneously (not evoked by the environment) triggered

40
Q

Nostalgia

A

A yearning to relive the past that can product lingering emotions

41
Q

Response generation

A

Reconstruction of memory traces into a formed recollection of information

42
Q

Semantic coding

A

Type of coding wherein stimuli are converted to meaning that can be expressed verbally

43
Q

Spreading activation

A

Way cognitive activation spreads from one concept (or node) to another

44
Q

Scheme

A

Cognitive representation of a phenomenon that provides meaning to that entity

45
Q

Script

A

Scheme representing an event

46
Q

Nodes

A

Concepts found in an associative network

47
Q

Associative network

A

Network of mental pathways linking knowledge within memory; sometimes referred to as a semantic network

48
Q

Exemplar

A

Concept within a schema that is the single best representative of some category; schema for something that really exists

49
Q

Prototype

A

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

50
Q

Episodic memory

A

Memory for past events in one’s life

51
Q

Social schema

A

Cognitive representation that gives a specific type of person meaning

52
Q

Social stereotype

A

Another word for social schema

CB Test 1 (5 decks)

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