Podcast
Questions and Answers
What does cognitive learning focus on?
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?
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?
What does comprehension refer to?
The interpretation or understanding a consumer develops about attended stimuli.
Name one factor that influences consumer comprehension.
Name one factor that influences consumer comprehension.
What are the two elements included in comprehension?
What are the two elements included in comprehension?
What does Signal Theory tell us?
What does Signal Theory tell us?
Consumers must comprehend marketing messages to understand the _____ of the product.
Consumers must comprehend marketing messages to understand the _____ of the product.
What are physical characteristics in a message?
What are physical characteristics in a message?
What is the Preferred ratio of objects known as in design?
What is the Preferred ratio of objects known as in design?
The simpler the message, the more likely a consumer develops __________ comprehension.
The simpler the message, the more likely a consumer develops __________ comprehension.
What does message congruity represent?
What does message congruity represent?
What is a figure in communication?
What is a figure in communication?
What does the term ground refer to in a message?
What does the term ground refer to in a message?
What is the 'Figure-Ground Distinction'?
What is the 'Figure-Ground Distinction'?
What does figurative language involve?
What does figurative language involve?
Consumers use ________ language when describing brands that compete well on hedonic value.
Consumers use ________ language when describing brands that compete well on hedonic value.
Consumer use ________ language when describing brands competing on utilitarian value.
Consumer use ________ language when describing brands competing on utilitarian value.
List one source that influences comprehension.
List one source that influences comprehension.
What does credibility refer to?
What does credibility refer to?
What are counterarguments?
What are counterarguments?
What are support arguments?
What are support arguments?
Preexisting or prior ____________ provides resources or a way through which other stimuli can be comprehended.
Preexisting or prior ____________ provides resources or a way through which other stimuli can be comprehended.
What is habituation?
What is habituation?
What does adaptation level refer to?
What does adaptation level refer to?
What are expectations?
What are expectations?
What is brain dominance?
What is brain dominance?
What do right-brain dominant individuals excel in?
What do right-brain dominant individuals excel in?
What do left-brain dominant individuals excel in?
What do left-brain dominant individuals excel in?
What is a metaphor in consumer context?
What is a metaphor in consumer context?
What does information intensity refer to?
What does information intensity refer to?
What is framing in communication?
What is framing in communication?
What does prospect theory hypothesize?
What does prospect theory hypothesize?
What is priming?
What is priming?
What is construal level?
What is construal level?
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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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