Consumer Behavior: Chapter 4

Front 1

Comprehension

Back 1

-attempt to derive meaning from information

Front 2

Physical Characteristics of a Message

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 the message

Front 5

Ground

Back 5

-background in a message

Front 6

Figure-Ground Distinction

Back 6

-notion that each message can be separated into the focal point and background

Front 7

Likeability

Back 7

-extent to which a consumer likes the message

Front 8

Expertise

Back 8

-amount of knowledge that a source is perceived to have about a subject

Front 9

Trustworthiness

Back 9

-how honest and unbiased the source is perceived to be

Front 10

Credibility

Back 10

-extent to which a source is considered to be both an expert in a given area and trustworthy

Front 11

Counterarguments

Back 11

-thoughts that contradict a message

Front 12

Support Arguments

Back 12

-thought that further support a message

Front 13

Habituation

Back 13

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

Front 14

Adaptation Level

Back 14

-level of stimuli to which a consumer has been accustomed

Front 15

Dostats

Back 15

-Russian word that can roughly translated as acquiring things with great difficulty

Front 16

Expectations

Back 16

-beliefs of what will happen in some situation

Front 17

Information Intensity

Back 17

-amount of information available to a consumer to process within a given environment

Front 18

Framing

Back 18

-process wherein the very same information can take different meaning from situation to situation

Front 19

Prospect Theory

Back 19

-theory that suggests that a decision, or argument, can be framed in different ways

Front 20

Priming

Back 20

-context or environment that frames thoughts and therefor both value and meaning

Front 21

Memory

Back 21

-psychological process by which knowledge is recorded

Front 22

Multiple Stage Theory of Memory

Back 22

-theory that explains memory as utilizing three different storage areas within the human breain
1. sensory
2. workbench
3. long-term

Front 23

Sensory Memory

Back 23

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

Front 24

Ionic Stage

Back 24

-storage of visual information in sensory memory

Front 25

Echoic Storage

Back 25

-storage of auditory information in sensory memory

Front 26

Workbench Memory

Back 26

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

Front 27

Encoding

Back 27

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

Front 28

Retrieval

Back 28

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

Front 29

Repetition

Back 29

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

Front 30

Cognitive Interference

Back 30

-notion that everything else that the consumer is exposed to while try to remember something is also vying for process capacity and thus interfering with memory and comprehension

Front 31

Dual Coding

Back 31

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

Front 32

Meaningful Encoding

Back 32

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

Front 33

Chunking

Back 33

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

Front 34

Response Generationg

Back 34

-reconstruction of memory traces into a formed recollection of information

Front 35

Long-Term Memory

Back 35

-repository for all information that a person has encountered

Front 36

Semantic Coding

Back 36

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

Front 37

Memory Trace

Back 37

-mental path by which though becomes active

Front 38

Spreading Activation

Back 38

-way cognitive activation spreads from concept to another

Front 39

Tag

Back 39

-small piece of coded information that helps with the retreival of knowledge

Front 40

Associative (Semantic) Network

Back 40

-network of mental pathways linking all knowledge within memory

Front 41

Declaritive Network

Back 41

-cognitive components that represent facts

Front 42

Nodes

Back 42

-concepts found in an associative network

Front 43

Paths

Back 43

-representations of the association between nodes in an associative network

Front 44

Schema

Back 44

-cognitive representation of a phenomenon that provides meaning to that entity

Front 45

Exemplar

Back 45

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

Front 46

Prototype

Back 46

-schema that is best representative of some category but that is not represented by an existing entity

Front 47

Script

Back 47

-schema representing an event

Front 48

Episodic Memory

Back 48

-memory for past event in one's life

Front 49

Nostaglia

Back 49

-yearning to relive past events

Front 50

Social Schema

Back 50

-cognitive representation that gives a specific type of person meaning

Front 51

Social Stereotype

Back 51

-another word for social schema

Front 52

Elaboration

Back 52

-extent to which a consumer continues processing a message even after an initial understand is achieved

Front 53

Personal Elaboration

Back 53

-process by which a person imagines himself somehow associating with a stimulus that is being processed