Ch 04 student slides

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Ch 04 student slides

  1. 1. © 2009 South-Western, a division of Cengage Learning. Chapter 4 Comprehension, Memory, and Cognitive Learning Babin/Harris
  2. 2. © 2009 South-Western, a division of Cengage Learning. 4-2 Learning Outcomes 1. Understand the concept of comprehension and the factors that influence what gets comprehended. 2. Use the multiple store theory of memory to explain how knowledge, meaning, and value are inseparable. 3. Understand how consumers make associations with meaning as a key way to learn. 4. Use the concept of associative networks to map relevant consumer knowledge. 5. Be able to apply the concept of a cognitive schema, including exemplars and prototypes, to understand how consumers react to new products.
  3. 3. © 2009 South-Western, a division of Cengage Learning. 4-3 Components of Consumer Information Processing  Exposure  Attention  Comprehension  Elaboration LO1
  4. 4. © 2009 South-Western, a division of Cengage Learning. 4-4 Comprehension  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.” LO1
  5. 5. © 2009 South-Western, a division of Cengage Learning. 4-5 Factors Affecting Consumer Comprehension  Message characteristics  Receiver characteristics  Environmental characteristics LO1
  6. 6. © 2009 South-Western, a division of Cengage Learning. 4-6 Characteristics of the Message  Physical characteristics  Intensity  Color  Font  Numbers  Simplicity- Complexity  Message Congruity  Figure and Ground  Message Source  Likeability  Expertise  Trustworthiness  Attractiveness LO1
  7. 7. © 2009 South-Western, a division of Cengage Learning. 4-7 Message Receiver Characteristics  Intelligence/Ability  Involvement  Familiarity/Habituation  Expectations  Physical limits  Brain dominance LO1
  8. 8. © 2009 South-Western, a division of Cengage Learning. 4-8 Environmental Characteristics  Information intensity  Framing  Timing LO1
  9. 9. © 2009 South-Western, a division of Cengage Learning. 4-9 Multiple Store Theory of Memory  Three different storage areas within the brain:  Sensory memory  Workbench (or “short-term”) memory  Long-term memory LO2
  10. 10. © 2009 South-Western, a division of Cengage Learning. 4-10 Mental Processes Help Consumers “Remember” Things  Repetition  Dual coding  Meaningful encoding  Chunking LO3
  11. 11. © 2009 South-Western, a division of Cengage Learning. 4-11 Associative Network  A network of mental pathways linking knowledge within memory.  Declarative knowledge – cognitive components that represent facts.  Nodes – represent concepts.  Path – show association between nodes. LO4
  12. 12. © 2009 South-Western, a division of Cengage Learning. 4-12 Cognitive Schemas  Schema  Exemplar  Prototype LO5
  13. 13. © 2009 South-Western, a division of Cengage Learning. 4-13 More Terminology  Script  Episodic memory  Nostalgia  Social schemata  Elaboration  Personal elaboration LO5

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