Brainscape's Knowledge GenomeTM

Browse over 1 million classes created by top students, professors, publishers, and experts.


See full index

Consumer Behavior > Chapter 4- Comprehension, Memory, and Cognitive Learning > Flashcards

Chapter 4- Comprehension, Memory, and Cognitive Learning Flashcards

1
Q

comprehension

A

the way people cognitively assign meaning to (ie. understand) things that they encounter

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
2
Q

what are 3 factors related to consumer consumption?

A

internal factors, cognitive and affective elements, signal theory

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
3
Q

internal factors

A

internal factors within the consumer powerfully influence the comprehension process.

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
4
Q

cognitive and affective elements

A

the process of comprehension involves both thoughts and feelings

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
5
Q

signal theory

A

every message sends signals, tells us that communications provide information in ways beyond the explicit or obvious content

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
6
Q

physical characteristics of a message

A

the elements of a message that are directly/tangible elements/parts of a message that can be sensed; consumers prefer objects that are consistent with the golden ratio of 1.62

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
7
Q

message congruity

A

represents the extent to which a message is internally consistent and fits surrounding information, figure, and ground

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
8
Q

figure

A

object that is intended to capture a person’s attention aka the focal image

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
9
Q

ground

A

the background; the contrast btwn the two represent the psychological figure-ground distinction

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
10
Q

figure-ground distinction

A

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

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
11
Q

message source

A

a source’s attractiveness functions in much the same way as likeability; source influences comprehension to varying degrees based upon characteristics like likeability, attractiveness, expertise, trustworthiness, congruence

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
12
Q

expertise

A

refers to the amount of knowledge that a source is perceived to have about a subject

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
13
Q

trustworthiness

A

refers to how honest and unbiased a source is perceived to be

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
14
Q

support arguments

A

thoughts that further support a message

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
15
Q

intelligence/ability

A

intelligent, well educated, consumers are more likely to accurately comprehend a message than are less intelligent or less educated consumers;

marketers should communicate information pertaining to product warnings, usage instructions, or assembly directions in a way that those w/ relatively low intelligence can understand

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
16
Q

prior knowledge

A

the human brain matches incoming information w/ pre-existing knowledge or prior knowledge provides resources or a way through which other stimuli can be comprehended ie. superstition

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
17
Q

involvement

A

the highly involved consumer will click through more information than a less involved consumer

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
18
Q

familiarity/ habituation

A

consumers tend to like familiarity, however in terms of comprehension, familiarity may lower a consumer’s motivation to process a message

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
19
Q

habituation

A

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

20
Q

adaptation level

A

the level of a stimulus to which a consumer has become accustomed

21
Q

expectations

A

beliefs about what will happen in a future situation–what consumers expect to experience has an impact on their comprehension of the environment ie. how packaging influences consumer’s comprehension of products

22
Q

physical limitations

A

a consumer’s physical limitations can also influence our comprehension

23
Q

brain dominance

A

refers to the phenomenon of brain lateralization (left/right brain), R dominant tend to be visual processors (image>audio), whereas L dominant tend to deal better w/ verbal processing (words) & this influences metaphor comprehension among other things

24
Q

information intensity

A

refers to the amount of info available for a consumer to process w/in a given environment

25
Q

framing

A

a phenomenon in which the meaning of something is influenced by the information environment

26
Q

prospect theory

A

hypothesizes that the way information is framed differently affects risks assessments and associated consumer decisions

27
Q

priming

A

terms that refers to whether we are thinking about something using a concrete or abstract mindset; concrete: giving $10, abstract: thinking of a trip to Italy

28
Q

timing

A

refers to the amount of time a consumer has to process the message and the point in time at which the consumer receives the message, the way time or age influences the interpretation of things is sometimes called zeitgeist

29
Q

memory

A

the psychological process through which ppl record and store knowledge

30
Q

multiple state theory of memory

A

theory that explains memory as utilizing three different storage areas w/in the human brain: sensory, workbench, and long term

31
Q

sensory memory

A

(short term memory) area in memory system where info is stored and encoded for placement in long-term memory and eventually retrieved for future use

32
Q

mechanisms in sensory memory

A

iconic storage: storage of visual information as an exact representation of the scene

echoic storage: storage of auditory info as an exact representation of the sound–all sights, sounds smells, tactile sensations, and tastes are recorded as exact replicas in the mind of the consumer

33
Q

workbench memory

A

(limited capacity/working memory) the area in the memory system where info is stored and encoded for placement in long-term memory and eventually retrieved for future use

34
Q

mechanisms in workbench memory

A

encoding: a process in which info is transferred from workbench memory to long-term memory and eventually retrieved for permanent storage
retrieval: the process by which info is transferred back into work-bench memory for additional processing when needed

35
Q

what are 4 mental processes that help us remember things?

A
  1. repetition- a process in which a thought is held in short-term memory by mentally repeating the thought
  2. dual coding- a process in which two different sensory “traces” are available to remember something; a trace is a mental path by which some thought becomes active
  3. meaningful encoding- a process that occurs when pre-existing knowledge is used to assist in storing new info
  4. chunking- a process of grouping stimuli by meaning so that multiple stimuli can become a single memory unit
36
Q

long-term memory

A

a repository for all info that a person has encountered:; this portion of memory has unlimited capacity and unlimited duration

37
Q

mechanisms in long-term memory

A

semantive coding: the stimuli are connected to meaning that can be expressed verbally

memory trace: mental path by which some thought becomes active

spreading activation: way cognitive activation spreads from one concept (or note) to another ie. Tabasco & hot

mental tagging: a tag is a small piece of coded data that helps us get that particular piece of knowledge onto the workbench

rumination: refers to the unintentional, spontaneous, recurrent memory of past and sometimes long-ago events that are not necessarily triggered by anything in the environment, these thoughts frequently include consumption related activities
nostalgia: a mental yearning to relive the past

38
Q

elaboration

A

the extent to which a person continues processing a message even after she develops an initial understanding in the comprehension stage

39
Q

personal elaboration

A

ppl imagine themselves associating w/a stimulus being processed, provides the deepest comprehension and greatest chance of accurate recall

40
Q

associate network

A

(semantic network) a network of mental pathways linking all knowledge within memory

41
Q

declarative knowledge

A

a terms used in psychology to refer to cognitive components that represent facts

42
Q

schema

A

a portion of an associative network that represents a specific entity and thereby provides it with meaning

43
Q

exemplar

A

a concept within schema that is the single best representative of some category; they can vary person to person based on their experiences

44
Q

prototypes

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

45
Q

script

A

a schema representing an event; consumers derive expectations for service encounters from these scritps

46
Q

episodic memory

A

the memory for past events, or episodes, in one’s life

47
Q

social identity

A

the idea that individual is defined in part by the groups to which one belongs

Consumer Behavior (8 decks)

Brainscape helps you reach your goals faster, through stronger study habits.
© 2024 Bold Learning Solutions. Terms and Conditions