Questions and Answers
What does cognitive learning focus on?
How does the cognitive perspective view learning?
What does comprehension refer to?
The interpretation or understanding a consumer develops about attended stimuli.
Name one factor that influences consumer comprehension.
Signup and view all the answers
What are the two elements included in comprehension?
Signup and view all the answers
What does Signal Theory tell us?
Signup and view all the answers
Consumers must comprehend marketing messages to understand the _____ of the product.
Signup and view all the answers
What are physical characteristics in a message?
Signup and view all the answers
What is the Preferred ratio of objects known as in design?
Signup and view all the answers
The simpler the message, the more likely a consumer develops __________ comprehension.
Signup and view all the answers
What does message congruity represent?
Signup and view all the answers
What is a figure in communication?
Signup and view all the answers
What does the term ground refer to in a message?
Signup and view all the answers
What is the 'Figure-Ground Distinction'?
Signup and view all the answers
What does figurative language involve?
Signup and view all the answers
Consumers use ________ language when describing brands that compete well on hedonic value.
Signup and view all the answers
Consumer use ________ language when describing brands competing on utilitarian value.
Signup and view all the answers
List one source that influences comprehension.
Signup and view all the answers
What does credibility refer to?
Signup and view all the answers
What are counterarguments?
Signup and view all the answers
What are support arguments?
Signup and view all the answers
Preexisting or prior ____________ provides resources or a way through which other stimuli can be comprehended.
Signup and view all the answers
What is habituation?
Signup and view all the answers
What does adaptation level refer to?
Signup and view all the answers
What are expectations?
Signup and view all the answers
What is brain dominance?
Signup and view all the answers
What do right-brain dominant individuals excel in?
Signup and view all the answers
What do left-brain dominant individuals excel in?
Signup and view all the answers
What is a metaphor in consumer context?
Signup and view all the answers
What does information intensity refer to?
Signup and view all the answers
What is framing in communication?
Signup and view all the answers
What does prospect theory hypothesize?
Signup and view all the answers
What is priming?
Signup and view all the answers
What is construal level?
Signup and view all the answers
Study Notes
Cognitive Learning
- Focuses on mental processes involved in understanding, elaborating, and acting on information.
- Views learning as an active process where consumers form associations and acquire knowledge.
Comprehension
- Defined as the consumer's interpretation of and understanding regarding a stimulus based on assigned meaning.
Factors Affecting Consumer Comprehension
- Internal factors significantly influence how a consumer comprehends information.
- Comprehension involves both cognitive (thoughts) and affective (feelings) elements.
- Signal Theory suggests that communication conveys additional information beyond explicit content.
Marketing Message Comprehension
- Essential for understanding the value of a product.
Physical Characteristics of Messages
- Comprise elements sensed directly by the consumer.
Golden Section
- Refers to a preferred ratio of objects, approximately 1.62 to 1.00, enhancing visual appeal.
Message Simplification
- Simpler messages are more likely to facilitate meaningful comprehension.
Message Congruity
- Represents how well a message is internally consistent and aligns with surrounding information.
Figure and Ground in Messaging
- Figure: The focal point that captures attention in a message.
- Ground: The background against which the figure is presented.
- Figure-Ground Distinction allows separation of the focal point from the background.
Figurative vs. Literal Language
- Figurative language sends nonliteral meanings, often used for brands emphasizing hedonic values.
- Literal language describes brands competing on utilitarian value.
Sources Influencing Comprehension
- Likability, attractiveness, expertise, trustworthiness, and congruence all affect how information is interpreted.
Credibility
- Defined as the perceived expertise and trustworthiness of a source.
Counter and Support Arguments
- Counter Arguments: Thoughts that contradict a given message.
- Support Arguments: Thoughts that reinforce a message.
Prior Knowledge
- Preexisting knowledge serves as a framework for comprehending new stimuli.
Habituation
- Continuous exposure to a stimulus alters the consumer's comprehension and response.
Adaptation Level
- The level of a stimulus to which a consumer has become accustomed.
Expectations
- Beliefs about future outcomes influence consumer behavior.
Brain Dominance
- Refers to hemispheric lateralization where individuals may be right-brain (visual processing) or left-brain (verbal processing) dominant.
Metaphor
- An ad claim that conveys a figurative message, enhancing memory retention of the message.
Information Intensity
- The amount of information present in an environment for consumers to process.
Framing Effects
- The perception of information can change based on the context in which it is presented, influencing consumer interpretation.
Prospect Theory
- Suggests that the framing of information affects risk assessments and subsequent consumer decisions.
Priming
- A cognitive process where context activates relevant concepts, influencing value and meaning assessments.
Construal Level
- Effects how distant or immediate events are interpreted based on their contextual framing.
Studying That Suits You
Use AI to generate personalized quizzes and flashcards to suit your learning preferences.
Description
Explore the principles of cognitive learning and how it impacts consumer comprehension in marketing. This quiz covers internal factors, the significance of message comprehension, and how physical characteristics of messages influence consumer behavior. Test your knowledge of key concepts and theories that drive successful marketing strategies.