Study your flashcards anywhere!

Download the official Cram app for free >

  • Shuffle
    Toggle On
    Toggle Off
  • Alphabetize
    Toggle On
    Toggle Off
  • Front First
    Toggle On
    Toggle Off
  • Both Sides
    Toggle On
    Toggle Off
  • Read
    Toggle On
    Toggle Off
Reading...
Front

How to study your flashcards.

Right/Left arrow keys: Navigate between flashcards.right arrow keyleft arrow key

Up/Down arrow keys: Flip the card between the front and back.down keyup key

H key: Show hint (3rd side).h key

A key: Read text to speech.a key

image

Play button

image

Play button

image

Progress

1/36

Click to flip

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