© 2014 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. Chapter 4 Comprehension, Memory, and Cognitive Learning 1

© 2014 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. Learning Outcomes Identify the factors that influence consumer comprehension Explain how knowledge, meaning, and value are inseparable using the multiple stores memory theory Understand how the mental associations that consumers develop are a key to learning 2

© 2014 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. Learning Objectives Use the concept of associative networks to map relevant consumer knowledge Apply the cognitive schema concept in understanding how consumers react to products, brands, and marketing agents

© 2014 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. Comprehension Refers to the interpretation or understanding that a consumer develops about some attended stimulus in order to assign meaning Internal factors within the consumer powerfully influence the comprehension process Comprehension includes both cognitive and affective elements Every message sends signals 4

© 2014 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. Factors Affecting Consumer Comprehension Characteristics of the message Characteristics of the message receiver Characteristics of the environment (information processing situation)

© 2014 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. Characteristics of the Message Physical characteristics Simplicity–complexity Message congruity Figure and ground Message source

© 2014 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. Message Receiver Characteristics Intelligence/ability Prior knowledge Involvement Familiarity/habituation Expectations Physical limits Brain dominance

© 2014 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. Environmental Characteristics Information intensity Framing – Prospect theory – Priming Timing

© 2014 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. Memory It is the psychological process by which knowledge is recorded

© 2014 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. Multiple Store Theory of Memory Views the memory process as utilizing three different storage areas within the human brain

© 2014 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.

Mental Processes Assisting Learning Repetition Dual coding Meaningful encoding Chunking

© 2014 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. Long-Term Memory Long-term memory is a repository for all information that a person has encountered – Represents permanent information storage – Semantic coding - Means the stimuli are converted to meaning that can be expressed verbally – A memory trace is the mental path by which some thought becomes active

© 2014 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. Long-Term Memory Mental tagging helps consumers to retrieve knowledge Rumination refers to unintentional but recurrent memory of long-ago events that are not triggered by anything in the environment – These thoughts frequently include consumption related activities

© 2014 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. Elaboration Refers to the extent to which one continues processing a message even after he/she develops an initial understanding in the comprehension stage Personal elaboration - A person imagines himself or herself associating with a stimulus being processed – Provides the deepest comprehension and greatest chance of accurate recall

© 2014 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. Associative Network It is a network of mental pathways linking knowledge within memory

© 2014 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. Declarative Knowledge Refers to cognitive components that represent facts Represented in an associative network when two nodes are linked by a path – Nodes - Represent concepts in the network – Paths - Show the association between nodes in the network

© 2014 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. Cognitive Schemas Schema - A type of associative network that works as a cognitive representation of a phenomenon that provides meaning to that entity Exemplar - A concept within a schema that is the single best representative of some category Prototype - Characteristics more associated with a concept

© 2014 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. Script, Episodic Memory, and Social Schemata Script - A schema representing an event Episodic memory - Refers to the memory for past events, or episodes, in one’s life Social schema - Cognitive representation that gives a specific type of person meaning – Social stereotype