• Shuffle
    Toggle On
    Toggle Off
  • Alphabetize
    Toggle On
    Toggle Off
  • Front First
    Toggle On
    Toggle Off
  • Both Sides
    Toggle On
    Toggle Off
  • Read
    Toggle On
    Toggle Off
Reading...
Front

Card Range To Study

through

image

Play button

image

Play button

image

Progress

1/14

Click to flip

Use LEFT and RIGHT arrow keys to navigate between flashcards;

Use UP and DOWN arrow keys to flip the card;

H to show hint;

A reads text to speech;

14 Cards in this Set

  • Front
  • Back

What is cognitive learning?

cognitive learning is *how* something is learned

cognitive effort

the degree of effort the consumer is prepared to put into thinking about the product offering

cognitive structure

the way a consumer thinks and the way information is fitted into the existing knowledge

elaboration

the structuring of the information within the brain

the three moderating factors in the cognitive learning process

familiarity, motivation, ambiguity

the degree to which the consumer has pre-existing knowledge of the product category

familiarity

if the purchase is an important one, or the possible effects of making a mistake would be serious, the consumer is likely to be highly ____ to learn as much information as possible

motivation

if the information is hard to get, or _____ it will hinder the learning process

ambiguity

five elements of cognitive learning

drive, cue, response, reinforcement, and retention

the stimulus that impels action

drive

an external trigger that encourages learning, weaker than drive.

cue

the reaction the consumer makes to the interaction between a drive and a cue

response

purchase response should be rewarded with a positive experience of the product

reenforcement

the stability of a learned material over time or how well it's remembered

retention