Cognitive Learning in Marketing
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Questions and Answers

What does cognitive learning focus on?

  • Physical actions of consumers
  • Mental processes occurring as consumers comprehend, elaborate, and act upon information (correct)
  • Social interactions of consumers
  • None of the above

    • How does the cognitive perspective view learning?

  • A passive process
  • An active mental process where consumers process information and form associations (correct)
  • Only based on physical behavior
  • None of the above

    • What does comprehension refer to?

    The interpretation or understanding a consumer develops about attended stimuli.

    Name one factor that influences consumer comprehension.

    <p>Internal factors within the consumer.</p> Signup and view all the answers

    What are the two elements included in comprehension?

    <p>Cognitive and affective elements.</p> Signup and view all the answers

    What does Signal Theory tell us?

    <p>Communications provide information beyond explicit content.</p> Signup and view all the answers

    Consumers must comprehend marketing messages to understand the _____ of the product.

    <p>value</p> Signup and view all the answers

    What are physical characteristics in a message?

    <p>Elements of a message that one senses directly.</p> Signup and view all the answers

    What is the Preferred ratio of objects known as in design?

    <p>Golden Section.</p> Signup and view all the answers

    The simpler the message, the more likely a consumer develops __________ comprehension.

    <p>meaningful</p> Signup and view all the answers

    What does message congruity represent?

    <p>The extent to which a message is internally consistent and fits surrounding information.</p> Signup and view all the answers

    What is a figure in communication?

    <p>The object intended to capture a person's attention, the focal part of any message.</p> Signup and view all the answers

    What does the term ground refer to in a message?

    <p>The background in a message.</p> Signup and view all the answers

    What is the 'Figure-Ground Distinction'?

    <p>The separation of each message into the focal point (figure) and the background (ground).</p> Signup and view all the answers

    What does figurative language involve?

    <p>Use of expressions that send a nonliteral meaning.</p> Signup and view all the answers

    Consumers use ________ language when describing brands that compete well on hedonic value.

    <p>figurative</p> Signup and view all the answers

    Consumer use ________ language when describing brands competing on utilitarian value.

    <p>literal</p> Signup and view all the answers

    List one source that influences comprehension.

    <p>Likability.</p> Signup and view all the answers

    What does credibility refer to?

    <p>The extent to which a source is considered to be both an expert in a given area and trustworthy.</p> Signup and view all the answers

    What are counterarguments?

    <p>Thoughts that contradict a message.</p> Signup and view all the answers

    What are support arguments?

    <p>Thoughts that further support a message.</p> Signup and view all the answers

    Preexisting or prior ____________ provides resources or a way through which other stimuli can be comprehended.

    <p>knowledge</p> Signup and view all the answers

    What is habituation?

    <p>The process by which continuous exposure to a stimulus affects the comprehension and response to that stimulus.</p> Signup and view all the answers

    What does adaptation level refer to?

    <p>The level of a stimulus to which a consumer has become accustomed.</p> Signup and view all the answers

    What are expectations?

    <p>Beliefs about what will happen in a future situation.</p> Signup and view all the answers

    What is brain dominance?

    <p>The phenomenon of hemispheric lateralization, where some people tend to be either right brain or left brain dominant.</p> Signup and view all the answers

    What do right-brain dominant individuals excel in?

    <p>Visual processing.</p> Signup and view all the answers

    What do left-brain dominant individuals excel in?

    <p>Verbal processing.</p> Signup and view all the answers

    What is a metaphor in consumer context?

    <p>An ad claim that is not literally true but communicates a figurative message.</p> Signup and view all the answers

    What does information intensity refer to?

    <p>The amount of information available for a consumer to process in a given environment.</p> Signup and view all the answers

    What is framing in communication?

    <p>A phenomenon in which the meaning of something is influenced by the information environment.</p> Signup and view all the answers

    What does prospect theory hypothesize?

    <p>The way in which information is framed affects risk assessments and consumer decisions.</p> Signup and view all the answers

    What is priming?

    <p>A cognitive process in which context activates concepts, affecting value and meaning.</p> Signup and view all the answers

    What is construal level?

    <p>A cognitive theory involving how people perceive events depending on their psychological distance.</p> 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.

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    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.

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