1. Chapter 4

2.  What is comprehension?  Must understand  Factors that Influence  Message characteristics  Message receiver  Environmental characteristics

3.  Physical Characteristics  Intensity  Color  Font ( Masculine or Feminine )  Numbers  Simplicity-Complexity  Message Congruity  Figure & Ground

4.  Message Source  Likeability  Expertise  Trustworthiness  Credibility  Counterarguments  Support arguments Source: http://www.sportsthenandnow.com

5.  Intelligence/Ability  Involvement  Familiarity/Habituation  Familiar  Habituation  Adaptation level  Expectations  Physical limits  Brain dominance  Right-brain  Left-brain

6.  Info intensity  Framing  Prospect theory  Negative-framing  Positive-framing  Priming  Timing

7.  What is it?  Multiple Store Theory of Memory  Sensory memory  Workbench memory  Long-term memory

8.  Sensory Memory  Unlimited capacity  Iconic storage  Echoic storage Source: http://www.tripadvisor.com

9.  Workbench Memory  Encoding  Retrieval  Duration  Capacity  Involvement

10.  Repetition  Cognitive interference  Dual Coding  Meaningful Encoding  Chunking

11.  Semantic Encoding  Memory Trace  Spreading activation  Mental Tagging

12.  Associative Networks  “Network of mental pathways linking all knowledge within memory”  AKA semantic network  Declarative knowledge  Nodes  Paths

13. McDonald’s Tea Fast food Fries McFlurry Ronald Happy Meal Big Mac Mc Café

14.  Schema  Exemplars  Prototypes  Reaction to New Products  Script  Episodic Memory  Nostalgia  Social Schemata  Elaboration