Chapter 2 Flashcards
What are the four stages of attention?
- Pre-attentive analysis
- Focal attention
- Comprehension
- Elaborative reasoning
What are the three types of involvement?
- Low involvement
- Moderate involvement
- High involvement
What is a explicit memory task?
When consumers are aware that they are searching for information stored in memory and/or when they intend to do so
What is an implicit memory taks?
When memory is used as a tool without awareness or intention
What is pre-attentive processing?
It relies mainly on feature analysis. Feature analysis implies that the memory trace produced through exposure to an advertisement only contains information on the perceptual features such as contours, brightness etc.
What is hemispheric lateralization?
It implies that our brains hemispheres have evolved specialized processing units for specific types of information
What is hedonic fluency?
It is the subjective ease with which a stimulus can be perceived and processed.
What is perceptual fluency?
It reflects the ease with which the physical features such as modality, shape or brightness can be processed
What is conceptual fluency?
It reflects the ease with which the semantic meaning of an object comes to the consumer’s minds and thus reflects the processing of meaning
What is goal fluency?
Exposure to sequences of seemingly unrelated ads may affect consumer judgement as a function of the compatibility of the goals that the ads activate
What is response fluency?
Asking question about behaviour increases the hedonic fluency of the response to the questions, making perceptions at the time when the behavior might be performed more easily, positively affecting the likelihood of that behavior.
What are the three classes of stimulus attract involuntary consumer attention?
- Salience
- Vividness
- Novelty
