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CB Test 1 > Ch 4 > Flashcards

Ch 4 Flashcards

(52 cards)

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1
Q

Physical characteristics

A

Tangible elements or the parts of a message that can be sensed

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2
Q

Golden section

A

The preferred ratio of objects, equal to 1.62 to 1.00

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3
Q

Message congruity

A

Extent to which a message is internally consistent and fits surrounding information

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4
Q

Figure

A

Object that is intended to capture a person’s attention, the focal part of any message

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5
Q

Ground

A

Background in a message

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6
Q

Figure-ground distinction

A

Notion that each message can be separated into the focal point (figure) and the background (ground)

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7
Q

Expertise

A

Amount of knowledge that a source is perceived to have about a subject

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8
Q

Trustworthiness

A

How honest and unbiased the source is perceived to be

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9
Q

Credibility

A

Extent to which a source is consider to be both an expert in a given area and trustworthy

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10
Q

Counterarguments

A

Thoughts that contradict a message

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11
Q

Support arguments

A

Thoughts that further support a message

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12
Q

Habituation

A

Process by which continuous exposure to a stimulus affects the comprehension of, and response to, the stimulus

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13
Q

Adaption level

A

Level of a stimulus to which a consumer has become accustomed

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14
Q

Signal theory

A

Explains ways in which communications convey meaning beyond the explicit or obvious interpretation

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15
Q

Dostats

A

Russian word that can be roughly translated as “acquiring things with great difficulty”

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16
Q

Expectations

A

Beliefs about what will happen in some future situation

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17
Q

Brain dominance

A

Refers to the phenomenon “hemispheric lateralization.” Some people tend to be either right-brain or left-brain dominant.

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18
Q

Metaphor

A

In a consumer context, an ad claim that is not literally true but figuratively communicates a message

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19
Q

Information intensity

A

Amount of information available for a consumer to process within a given environment

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20
Q

Framing

A

Is a phenomenon in which the meaning of something is influenced (perceived differently) by the information environment

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21
Q

Prospect theory

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A

Theory that suggests that a decision, or argument, can be framed in different ways and that the framing affects risk assessments consumers make

22
Q

Priming

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A

Cognitive process in which context or environment activates concepts and frames thoughts and therefore affects both value and meaning

23
Q

Memory

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A

Psychological process by which knowledge is recorded

24
Q

Multiple store theory of memory

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A

Theory that explains memory as utilizing three different storage areas within the human brain: sensory, workbench, and long-term

25
Sensory memory
Area in memory where a consumer stores things exposed to one of the five senses
26
Iconic storage
Storage of visual information in sensory memory and the idea that things are stored with a one-to-one representation with reality
27
Echoic storage
Storage of auditory information in sensory memory
28
Haptic perception
Interpretations created by the way some object feels
29
Workbench memory
Storage area in the memory system where information is stored while it is being processed and encoded for later recall
30
Encoding
Process by which information is transferred from workbench memory to long-term memory for permanent storage
31
Retrieval
Process by which information is transferred back into workbench memory for additional processing when needed
32
Repetition
Simple mechanism in which a thought is kept alive in short-term memory by mentally repeating the thought
33
Dual coding
Coding that occurs when two different sensory traces are available to remember something
34
Meaningful coding
Coding that occurs when information from long-term memory is placed and attached on the workbench and attached to it in a way that the information can be recalled and used later
35
Chunking
Process of grouping stimuli by meaning so that multiple stimuli can become one memory unit
36
Cognitive interference
Notion that everything else that the consumer is exposed to while trying to remember something is also vying for processing capability and thus interfering with memory and comprehension
37
Chunk
Single memory unit
38
Tag
Small piece of coded information that helps with the retrieval of knowledge
39
Rumination
Unintentional but recurrent memory of long-ago events that are spontaneously (not evoked by the environment) triggered
40
Nostalgia
A yearning to relive the past that can product lingering emotions
41
Response generation
Reconstruction of memory traces into a formed recollection of information
42
Semantic coding
Type of coding wherein stimuli are converted to meaning that can be expressed verbally
43
Spreading activation
Way cognitive activation spreads from one concept (or node) to another
44
Scheme
Cognitive representation of a phenomenon that provides meaning to that entity
45
Script
Scheme representing an event
46
Nodes
Concepts found in an associative network
47
Associative network
Network of mental pathways linking knowledge within memory; sometimes referred to as a semantic network
48
Exemplar
Concept within a schema that is the single best representative of some category; schema for something that really exists
49
Prototype
Schema that is the best representative of some category but that is not represented by an existing entity; conglomeration of the most associated characteristics of a category
50
Episodic memory
Memory for past events in one's life
51
Social schema
Cognitive representation that gives a specific type of person meaning
52
Social stereotype
Another word for social schema

CB Test 1 (5 decks)

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