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29 Cards in this Set
- Front
- Back
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Short-Term Memory
What is Rehearsal? |
-repeat to yourselves, usually done with random information
--Example: Phone Numbers |
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Short-Term Memory
What is Encoding? |
-Place in long-term memory
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What is Long-term Memory?
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-an information warehouse where data are organized and extendedly stored
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What is Knowledge structures?
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-forming chunks composed of related bits of information
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What is Information Retrieval?
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-sifting through memory to activate stored information
--Retrieval Cues |
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What is Extinction?
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-when a behavior ceases because it no longer brings rewards or prevents punishments
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What is Forgetting?
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-when knowledge recedes in to the mind’s unconscious recesses and cannot be recalled
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What is Retroactive Interference?
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-when recent learning interferes with recall of previous learning
--Misinformation Effect- memory is constructed by us rather than played back like a video |
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What is Proactive Interference?
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-when prior learning interferes with recall of recent learning
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What are Attitudes?
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-learned predispositions (favorable or unfavorable) to respond in a consistent manner to a given object
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What are the 3 types of attitudes?
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1. Learned
2. Consistent 3. Responsive |
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traditional model of attitudes
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1. Cognitive- before use, facts
2. affective- actual use of product (+ or - attitude) 3. Behavioral component, how we behave after |
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What is Valence?
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-an attraction or repulsion felt toward an attitude object
-positive or neg |
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What is Intensity?
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-the magnitude of one’s feelings toward an attitude object
likart scale |
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What is Centrality?
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-closeness of the attitude to one’s core values and beliefs
--As involvement increases centrality increases |
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What is Fishebein’s Multi-Attribute Model?
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-an attitude object can have a number of attributes that differ in importance to the same person
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Fishbein hypothesized that attitude-toward-the-object is a function of:
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-A person’s beliefs about an object (belief that an object possesses or doesn’t possess specific features
-The person’s evaluative aspects of those beliefs (the importance of those features) |
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• Cognitive cues-
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Personal accomplishments, random thoughts,
Ex: Conscientious college students may start to think about studying abroad, internships, their future, etc |
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• Environmental cues-
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Aromas, ads, packaging, point-of-purchase displays, Price promotions
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• Physiological cues
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Stomach contractions, decrease in blood sugar levels, changes of body temp., or secretion of sex hormones
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• Emotional cues-
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While being bored people daydream, when something lessens their freedom of choice
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• Rational motives
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-aroused through the appeals to reason and logic
-Offers a straightforward, no-nonsense, factual message |
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• Emotional motives
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-entail goal selection that relies on subjective criteria
-Have their origins in human emotion |
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Sensation seeking
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-High sensation seekers (HSS) have a stronger than average urge to pursue challenges and thrills.
-Low sensation seekers (LSS) tend to avoid excitement and challenges. |
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Opinion leadership
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-The ability to informally incline, the beliefs, attitudes, or behaviors of others
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Approach/approach conflicts
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• A situation in which a person faces a choice among two desirable alternative
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Avoidance/avoidance
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-A situation in which a person faces choice between two undesirable alternative
-Ex: paying for an eventual car repair, or coming up with the money to buy a new car |
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Approach/avoidance conflicts
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-A situation in which a person must surrender resources to gain a desirable outcome
-Ex: having to pay for a product |
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Pleasure Arousal Dominance
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-The PAD (Pleasure-Arousal-Dominance) Semantic Differential Scale is the most widely-used instrument for measuring emotions.
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