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MKT 663 Chapter 4
| Term | Definition |
|---|---|
| Comprehension | the way people cognitively assign meaning to things they encounter |
| Factors affecting consumer comprehension | can be divided into three categories: characteristics of the message, characteristics of the message receiver, characteristics of the environment |
| Physical Characteristics | tangible elements or the parts of a message that can be snesed |
| Simplicity-complexity | simpler the message, the more likely a consumer develops meaningful comprehension |
| Message Congruity | extent to which a message is internally consistent and fits surrounding information |
| Figure | object that is intended to capture a person's attention; the focal part of any message |
| Ground | background in a message |
| Message Source | can influence comprehension based on characteristics such as likeability, attractiveness, expertise and trustworthiness |
| Habituation | process by which continuous exposure to a stimulus affects the comprehension of, and response to the stimulus |
| Information Intensity | amount of information available for a consumer to process within a given environment |
| Framing | a phenomenon in which the meaning of something is influenced ( perceived differently) by the information environment |
| Prospect Theory | theory that suggests that a decision, or argument, can be framed in different ways and that the framing affects risk assessments consumers make |
| Priming | cognitive process in which context or environment activates concepts and frames thoughts and therefore both value and meaning |
| Sensory Memory | area in memory where a consumer stores things exposed to one of the five senses |
| Workbench Memory | storage area in the memory system where information is stored while it is being processed and encoded for later recall |
| Encoding | process by which information is transferred from workbench memory to long term memory for permanent storage |
| Retrieval | process by which information is transferred back into workbench memory for additional processing when needed |
| Repetition | simple mechanism in which a thought is kept alive in short term memory by mentally repeating the thought |
| Dual Coding | coding that occurs when two different sensory traces are available to remember something |
| Meaningful Encoding | coding that occurs when information from long-term memory is placed on the workbench and attached to the information on the workbench in a way that the information can be recalled and used later |
| Chunking | process of grouping stimuli by meaning so that multiple stimuli can become one memory unit |
| Tag | small piece of coded information that helps with the retrieval of knowledge |
| Associate Network | network of mental pathways linking all knowledge within memory; sometimes referred to as a semantic network |
| Schema | cognitive representation of a phenomenon that provides meaning to that entity |
| Exemplar | concept within a schema that is the single best representative of some category; schema for something that really exists |
Created by:
tbuford0408
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