©2012 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. BABIN / HARRIS CB Comprehension, Memory, and Cognitive Learning CHAPTER 4 PART 2 1 ©GK HART/VIKKI HART/BRAND X PICTURES/JUPITERIMAGES

2 ©2012 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. 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. LO 1 LO 2 LO 3 LO 4 LO 5

©2012 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. LO 1 Identify the factors that influence consumer comprehension. 3

4 ©2012 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. LO 1

5 ©2012 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. Exhibit 4.1: The Components of Consumer Information Processing LO 1

6 ©2012 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. Exhibit 4.2: Comprehension Depends on Multiple Factors LO 1

7 ©2012 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. Physical Characteristics of the Message LO 1 Intensity Color Font Numbers Spacing ©JONATHAN LARSEN/DIADEM IMAGES/ALAMY

8 ©2012 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. Simplicity/Complexity Simple phrases such as “fat free” often communicate more clearly than detailed information. LO 1 ©JAMES F. QUINN/CHICAGO TRIBUNE

9 ©2012 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. Exhibit 4.3: Congruent or Incongruent Message Sequences? LO 1 PR NEWSWIRE IMAGE COURTESY OF THE ADVERTISING ARCHIVES

10 ©2012 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. Exhibit 4.4: The Figure and Ground Distinction LO 1

11 ©2012 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 Source Factors LO 1 Likeability Expertise Trustworthiness Attractiveness COURTESY OF GEICO INSURANCE, INC.

12 ©2012 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 LO 1

13 ©2012 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 Timing LO 1

14 ©2012 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. Exhibit 4.5 An Illustration of Framing LO 1 ©ISTOCKPHOTO.COM/JUSTIN HORROCKS ©ISTOCKPHOTO.COM/STEVE LUKER Source: Tversky, A. and D. Kahneman (1981), "The Framing of Decisions and the Psychology of Choice," Science, 211,

©2012 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. LO 2 Explain how knowledge, meaning, and value are inseparable using the multiple stores memory theory. 15

16 ©2012 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. LO 2

17 ©2012 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. Exhibit 4.6: The Multiple Store Approach to Memory LO 2

18 ©2012 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. Workbench Memory LO 2 This is where bits of information are worked on to create knowledge! ©ISTOCKPHOTO.COM/DAVE WHITE

©2012 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. LO 3 Understand how the mental associations that consumers develop are a key to learning. 19

20 ©2012 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 LO 3 Repetition Dual Coding Meaningful Encoding Chunking These rely on making associations.

21 ©2012 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. Exhibit 4.7 Dual Coding Illustrated LO 3

22 ©2012 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. Mental tagging helps consumers to retrieve knowledge. Rumination includes how a consumer remembers a memory, positively or negatively. LO 3

©2012 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. LO 4 Use the concept of associative networks to map relevant consumer knowledge. 23

24 ©2012 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 A network of mental pathways linking knowledge within memory. LO 4

25 ©2012 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. Exhibit 4.9 The Knowledge for Snack Foods LO 4

©2012 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. LO 5 Apply the cognitive schema concept in understanding how consumers react to products, brands, and marketing agents. 26

27 ©2012 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. LO 5

28 ©2012 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. Exhibit 4.10 Category Exemplars LO 5

29 ©2012 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. Episodic Memory, Social Schemata, and Elaboration LO 5 IMAGE COURTESY OF THE ADVERTISING ARCHIVES Episodic memory may elicit fond childhood memories of playing cowboy. Stetson is relying on the social schema or stereotype of the cowboy to provide meaning. Elaboration allows the consumer to picture himself using the cologne resulting in better recall.