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 |