Cognitive Principles

Question 1

Chunking

Answer 1

(George Miller)

Chunking information together to better help with memorability.

Question 2

Primacy and Recency

Answer 2

The important information or concepts occur very early or late in the ad. Similar to serial position effect

Question 3

Repetition

Answer 3

Occurs when the ad repeats important information over and over.

Question 4

Rehearsal

Answer 4

When the person watching the ad repeats information over and over, catchy music.

Question 5

Depth of Processing

Answer 5

Craik & Lockheart’s working semantics and visualization compared to repetition.

Question 6

Cue-Dependence

Answer 6

Music, people, places that immediately make a person think of a product. Used often by Hollywood.

Question 7

Context-Dependence-Recall

Answer 7

Works when person is in same environment as the ad. Person most likely to think about a kitchen product ad in the kitchen.

Question 8

State-Dependent Recall

Answer 8

Recall is improved when the person watching the commercial is in the same emotional state as the actors in the commercial.

Question 9

Acronyms

Answer 9

PHHAT and acrostics (My Dear Aunt Sally…).

Question 10

Mood-Congruent memory

Answer 10

Mood influences what people remember. Recall happy memories when you’re happy and sad when sad.

Question 11

Self-Reference effect

Answer 11

Making observer believe that thread applies to the individual.