Chapter 4 Flash cards
What is comprehension?
the way people understand things
What is signal theory?
explains ways in which communications convey meaning beyond the explicit or obvious interpretation
What is PMG?
price matching guarantee.
What is physical characteristics?
tangible elements or the parts of a message that can be sensed
What is golden section?
a preferred ratio of objects, equal to 1.62 to 1.00
what is message congruity?
extent to which a message is internally consistent and fits surrounding information
What is figure?
object that is intended to capture a person’s attention, the focal part of any message
what is ground?
background in a message
what is figure-ground distinction?
notion that each message can be separated into the focal point (figure) and the background (ground)
what is figurative language?
use of expressions that send a nonliteral meaning
what is expertise?
amount of knowledge that a source is perceived to have about a subject
what is trustworthiness
how honest and unbiased the source appears to be
what is credibility?
extent to which a source is considered to be both an expert in a given area and trustworthy
what is counterarguments?
thoughts that contradict a message
what is support arguements?
thoughts that further support a message
what is habituation?
process by which continuous exposure to a stimulus affects the comprehension of, and response to, the stimulus
what is adaption level?
level of a stimulus to which a consumer has become accustomed
what are expectation?
beliefs about what will happen in some future situation
what is brain dominance?
Some people tend to be either right brain– or left brain–dominant
what is metaphor?
in a consumer context, an ad claim that is not literally true but figuratively communicates a message
what is information intensity?
amount of information available for a consumer to process within a given environment
what is framing?
a phenomenon in which the meaning of something is influenced (perceived differently) by the information environment
what is prospect theory?
how an aruement is framed impacts how a customer will do risk assesments
what is priming?
cognitive process in which context or environment activates concepts and frames thoughts and therefore affects both value and meaning
what is Construal level?
whether or not we are thinking about something using a concrete or an abstract mindset
what is memory?
process by which knowledge is recorded
what is multiple store theory of memory?
theory that explains memory as utilizing three different storage areas within the human brain: sensory, workbench, and long-term
What is sensory memory?
area in memory where a consumer stores things exposed to one fo the five senses
what is iconic storage?
storage of visual information
what is echoic storage?
storage of auditory information in sensory memory
what is haptic perception?
interpretations created by the way some object feels
what is work bench or working memory?
storage area in the memory system where information is stored while it is being processed and encoded for later recall
what is encoding?
process by which information is transferred from workbench memory to long-term memory for permanent storage
what is retrieval?
process by which information is transferred back into workbench memory for additional processing when needed
what is repetition?
simple mechanism in which a thought is kept alive in short-term memory by mentally repeating the thought
what is dual coding?
coding that occurs when two different senses are used to remember something
what is meaningful encoding?
long-term memory is placed on the workbench and attached to the information on the workbench in a way that the information can be recalled and used later
what is chunking?
process of grouping stimuli by meaning so that multiple stimuli can become one memory unit. Examples phone numbers.
what is cognitive interference?
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
what is a chunk
single memory unit
what is response generation?
reconstruction of memory traces into a formed representation of what they are trying to remember or process
what is long term memory?
repository for all information that a person has encountered
what is semantic coding?
type of coding wherein stimuli are converted to meaning that can be expressed verbally
what is memory trace?
mental path by which some thought becomes active
what is spreading activation?
way cognitive activation spreads from one concept (or node) to another
what is tag?
small piece of coded information that helps with the retrieval of knowledge
what is rumination?
unintentional but recurrent memory of long-ago events that are spontaneously (not evoked by the environment) triggered
what is nostaliga?
a yearning to relive the past that can produce lingering emotions
what is elaboration?
extent to which a consumer continues processing a message even after an initial understanding is achieved
what is personal elaboration?
process by which people imagine themselves somehow associating with a stimulus that is being processed
what is associative network?
network of mental pathways linking knowledge within memory; sometimes referred to as a semantic network
what is decrative knowledge?
cognitive components that represent facts
what are nodes?
concepts found in an associative network
what are paths?
representations of the association between nodes in an associative network
what is schema?
a portion of an associative network that represents a specific entity and thereby provides it with meaning
what is exemplar?
proposes that human memory assigns objects and ideas into broad categories and when confronted with a new object, the mind is able to place the new object into its appropriate category.
what is prototype?
best or average exemplar of a category. For example, the prototypical bird is some kind of mental average of all the different kinds of birds of which a person has knowledge or with which a person has had experience.
what is script?
schema representing an event
what is episodic memory?
memory for past events in one’s life
what is social schema?
Knowledge of how people behave in certain situations. Helps us know how to behave.
what is social sterotype?
another word for social schema
what is social identity?
the idea that one’s individual identity is defined in part by the social groups to which one belongs
