Chapter 3 1. Accretion: The most common type of cognitive learning. Adding new knowledge, meanings, and beliefs to an associative network. 2. Activation: The essentially automatic process by which knowledge, meanings, and beliefs are retrieved from memory and made available for use in cognitive processing. 3. Affect: A basic mode of psychological response that involves a general positive/negative feeling and varying levels of activation or arousal of the physiological system that consumers experience in their bodies. 4. Associative networks: An organized structure of knowledge, meanings, and beliefs about some concept such as a brand. Each meaning concept is linked to other concepts to form a network of associations. 5.
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Knowledge, meanings, and beliefs interchangeably to refer to consumers’ subjective understanding of information produced by interpretation processes. Exhibit 3.5 shows that knowledge, meanings, and beliefs may be stored in memory and later retrieved from memory (activated) and used in integration processes. 15. Limited capacity: The notion that the amount of knowledge that can be activated and thought about at one time is quite small. 16. Metaphors: An expression that helps one understand one thing in terms of another (the market is stronger than new rope). A metaphor can communicate both cognitive and affective meanings about a brand or company. Metaphors are important elements in marketing …show more content…
Procedural knowledge: Consumers’ cognitive representations of how to perform behaviors. 18. Product knowledge and involvement: Two very important concepts for understanding consumer cognition and affect; influence how consumers interpret and integrate information during decision making. 19. Restructuring: A rare type of cognitive learning that occurs when an entire associative network of knowledge is revised, reorganizing old knowledge and creating entirely new meanings. Very complex and infrequent compared with accretion and tuning 20. Schemas: An associative network of interrelated meanings that represents a person’s declarative knowledge about some concept. 21. Scripts: A sequence of productions or mental representations of the appropriate actions associated with particular events. Consumers often form scripts to organize their knowledge about behaviors to perform in familiar situations. 22. Spreading activation: A usually unconscious process in which interrelated parts of a knowledge structure are activated during interpretation and integration processes (or even daydreaming). 23. Tuning: A type of cognitive learning that occurs when parts of a knowledge structure are combined and given a new, more abstract meaning. More complex and less frequent than
Knowledge, meanings, and beliefs interchangeably to refer to consumers’ subjective understanding of information produced by interpretation processes. Exhibit 3.5 shows that knowledge, meanings, and beliefs may be stored in memory and later retrieved from memory (activated) and used in integration processes. 15. Limited capacity: The notion that the amount of knowledge that can be activated and thought about at one time is quite small. 16. Metaphors: An expression that helps one understand one thing in terms of another (the market is stronger than new rope). A metaphor can communicate both cognitive and affective meanings about a brand or company. Metaphors are important elements in marketing …show more content…
Procedural knowledge: Consumers’ cognitive representations of how to perform behaviors. 18. Product knowledge and involvement: Two very important concepts for understanding consumer cognition and affect; influence how consumers interpret and integrate information during decision making. 19. Restructuring: A rare type of cognitive learning that occurs when an entire associative network of knowledge is revised, reorganizing old knowledge and creating entirely new meanings. Very complex and infrequent compared with accretion and tuning 20. Schemas: An associative network of interrelated meanings that represents a person’s declarative knowledge about some concept. 21. Scripts: A sequence of productions or mental representations of the appropriate actions associated with particular events. Consumers often form scripts to organize their knowledge about behaviors to perform in familiar situations. 22. Spreading activation: A usually unconscious process in which interrelated parts of a knowledge structure are activated during interpretation and integration processes (or even daydreaming). 23. Tuning: A type of cognitive learning that occurs when parts of a knowledge structure are combined and given a new, more abstract meaning. More complex and less frequent than