Consumer Behavior Ch 4 Vocab Terms

Front 1

Comprehension

Back 1

attempt to derive meaning from information

Front 2

Physical characteristics

Back 2

tangible attributes or the parts of the message that are sensed directly

Front 3

Message congruity

Back 3

extent to which a message is internally consistent and fits surrounding information

Front 4

Figure

Back 4

object that is intended to capture a person's attention, the focal part of any message

Front 5

Ground

Back 5

background in a message

Front 6

Habituation

Back 6

process by which continuous exposure to a stimulus affects the comprehension of, and response to, the stimulus

Front 7

Framing

Back 7

process wherein the very same information can take on different meanings from situation to situation or based on the way that information is presented.

Front 8

Sensory memory

Back 8

area in memory where a consumer stores things exposed to one of the five senses

Front 9

Iconic storage

Back 9

storage of visual information in sensory memory and the idea that things are stored with a one-to-one representation with reality

Front 10

Echoic storage

Back 10

storage of auditory information in sensory memory

Front 11

Workbench memory

Back 11

storage area in the memory system where information is stored while it is being processed and encoded for later recall

Front 12

Encoding

Back 12

process by which information is transferred from workbench memory to long-term memory for permanent storage

Front 13

Retrieval

Back 13

process by which information is transferred back into workbench memory for additional processing when needed

Front 14

Repetition

Back 14

simple mechanism in which a thought is kept alive in short-term memory by mentally repeating the thought

Front 15

Dual coding

Back 15

coding that occurs when two different sensory traces are available to remember something

Front 16

Meaningful encoding

Back 16

coding that occurs when information from long-term memory is placed on the workbench and attached on the information on the workbench in a way that the information can be recalled and used later

Front 17

Chunking

Back 17

process of grouping stimuli by meaning so that multiple stimuli can become one memory unit

Front 18

Long-term memory

Back 18

repository for all information that a person has encountered

Front 19

Semantic coding

Back 19

type of coding wherein stimuli are converted to meaning that can be expressed verbally

Front 20

Memory trace

Back 20

mental path by which some thought becomes active

Front 21

Spreading activation

Back 21

way cognitive activation spreads from one concept (or node) to another

Front 22

Tag

Back 22

small piece of coded information that helps with retrieval of knowledge

Front 23

Associative network

Back 23

network of mental pathways linking all knowledge within memory; sometimes referred to as a semantic network

Front 24

Schema

Back 24

cognitive representation of a phenomenon that provides meaning to that entity

Front 25

Exemplar

Back 25

concept within a schema that is the single best representative of some category; schema for something that really exists