week 8 (9) chapter 4 Flashcards
what are the factors affecting comprehension
Message, Message receiver and Communication environment
what is Figure-ground
Notion that each message can be separated into the focal point (figure) and the background (ground)
what is comprehension and signal theory
Comprehension is the way people cognitively assign meaning to things they encounter
Influenced by internal factors within the consumer
Includes cognitive and affective elements
Signal theory: Explains ways in which communications convey meaning beyond the explicit or obvious interpretation.
What are the physical characteristics that affect message comprehension?
Tangible elements or parts of a message that can be sensed, such as intensity, color, and font.
How does simplicity vs. complexity impact consumer comprehension?
Simpler messages are easier to understand. For example, “fat-free” is more comprehensible than a detailed nutritional breakdown.
What is figure-ground in message comprehension?
It is the concept that each message can be separated into a focal point (figure) and the background (ground).
What is message congruity?
It refers to the extent to which a message is internally consistent and fits the surrounding information. Consumers comprehend and remember more from ads presented with incongruent material.
What are the elements of perception?
Exposure: Bringing a stimulus within proximity of a consumer to be sensed.
Sensation: Consumer’s immediate response to a stimulus.
Attention: Purposeful allocation of information-processing capacity toward understanding a stimulus.
Comprehension: The consumer’s attempt to derive meaning from information received.
What are some physical characteristics that affect message comprehension?
Tangible elements of a message that can be sensed, such as:
Intensity: Larger print, louder sounds.
Color: Impacts how an ad is understood, influenced by culture.
Font: Some fonts can convey a masculine or feminine image.
How do message source factors influence comprehension?
Likeability
Attractiveness
Expertise
Trustworthiness
Congruence
What are the message receiver characteristics that affect comprehension?
Intelligence or ability
Prior knowledge
Involvement
Familiarity or habituation
Expectations: Beliefs about what will happen in a future situation
Physical limits
Brain dominance: Refers to hemispheric lateralization.
What environmental characteristics affect consumer comprehension?
Information intensity: The amount of information available in an environment.
Framing: The way information is presented can alter its meaning.
Example: Positive framing (“99% fat-free”) vs. negative framing (“1% fat”).
Prospect theory: People make decisions based on potential losses more than gains.
Timing: The time a consumer has to process a message and when they receive it. For example, coffee ads are more enticing in the morning.
What is the multiple store theory of memory?
This theory suggests memory involves three storage areas:
Sensory memory: Where stimuli encountered by the senses are stored.
Workbench (working) memory: Where information is temporarily stored and processed for later recall.
Long-term memory: The permanent repository for all encountered information.
What are types of sensory memory storage?
Iconic storage: Storage of visual information.
Echoic storage: Storage of auditory information.
Haptic perception: Interpretations from how an object feels.
What is encoding?
he process of transferring information from workbench memory to long-term memory for permanent storage.
