Reading...
Play button
Play button
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;
36 Cards in this Set
- Front
- Back
|
Consumer Information Processing
|
|
|
|
Comprehension
|
Refers to the interpretation or understanding that a consumer develops about some attended stimulus in order to assign meaning.
|
|
|
What is the comprehension process affected by?
|
Process is largely influenced by other internal factors within the consumer.
Includes both cognitive (thought) and affective (feeling) elements. Consumer comprehension is not always “correct.” |
|
|
Factors Affecting Comprehension
|
|
|
|
Figure and Ground
|
People interpret stimuli in the context of background. Figure tends to be a well-defined forefront, and ground is indefinite, hazy in the back.
|
|
|
The Figure and Ground Distinction
|
|
|
|
Old Lady , Young Lady? Example of?
|
Figure and Ground
|
|
Fuze- Use of subtle and not imagery example of what?
|
Figure and Ground
|
|
|
Figure and Ground
|
|
|
Grouping
|
The tendency to group stimuli together to form a unified picture or impression.
|
|
|
Closure
|
People have a need to organize perceptions and comprehension so that they form a meaningful whole.
|
|
|
Closure
|
|
|
Closure
|
|
|
Closure Ex. 3
|
|
|
Closure Ex. 4/4
|
|
|
Font usage
|
|
|
Numbers
|
|
|
Simplicity/Complexity
|
Simple phrases such as “fat free” often communicate more clearly than detailed information.
|
|
|
Simple phrases such as “fat free” often communicate more clearly than detailed information. Example?
|
|
|
|
Message Source Factors
|
1. Likeability
2. Expertise 3. Trustworthiness 4. Attractiveness |
|
|
Habituation
|
It’s strange looking, but you’ll get used to it!
|
|
|
An Illustration of Framing: People like to have certainty in success, uncertainty in losses
|
An Illustration of Framing
|
|
|
Multiple Store Theory of Memory
|
Views the memory process as utilizing three different storage areas within the human brain.
|
|
|
The Multiple Store Approach to Memory
|
|
|
|
Mental Processes Assisting Learning
|
1. Repetition
2. Dual Coding 3. Meaningful Encoding 4. Chunking 3 & 4 rely on making associations. |
|
|
Associative Network
|
A network of mental pathways linking knowledge within memory.
|
|
|
Exhibit 4.8: A Typical Consumer’s Associative Network Associated with Mercedes
|
|
|
|
Exhibit 4.9 The Knowledge for Snack Foods
|
|
|
|
Cognitive Schemas
|
1. Schema
2. Exemplar 3. Prototype |
|
|
Schema
|
a type of associative network that works as a cognitive representation of a phenomenon that provides meaning to that entity
|
|
|
Exemplar
|
a concept within a schema that is the single best representative of some category
|
|
|
Prototype
|
characteristics more associated with a concept
|
|
|
Exhibit 4.10 : Category Exemplars
|
|
|
|
Prototype
|
|
|
|
Reaction to New Products/Brands
|
What is this?!?
|
|
New Product Ex. 2/2
|
|
