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36 Cards in this Set

  • Front
  • Back
Consumer Information Processing
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
The tendency to group stimuli together to form a unified picture or impression.
People have a need to organize perceptions and comprehension so that they form a meaningful whole.
Closure Ex. 3
Closure Ex. 4/4
Font usage
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
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
a type of associative network that works as a cognitive representation of a phenomenon that provides meaning to that entity
a concept within a schema that is the single best representative of some category
characteristics more associated with a concept
Exhibit 4.10 : Category Exemplars
Reaction to New Products/Brands
What is this?!?
New Product Ex. 2/2