© 2009 South-Western, a division of Cengage Learning.

Chapter 4Comprehension, Memory, and Cognitive Learning

Babin/Harris

© 2009 South-Western, a division of Cengage Learning. 4-2

Learning Outcomes

1. Understand the concept of comprehension and the factors that influence what gets comprehended.

2. Use the multiple store theory of memory to explain how knowledge, meaning, and value are inseparable.

3. Understand how consumers make associations with meaning as a key way to learn.

4. Use the concept of associative networks to map relevant consumer knowledge.

5. Be able to apply the concept of a cognitive schema, including exemplars and prototypes, to understand how consumers react to new products.

© 2009 South-Western, a division of Cengage Learning. 4-3

Components of Consumer Information Processing

Exposure Attention Comprehension Elaboration

LO1

© 2009 South-Western, a division of Cengage Learning. 4-4

Comprehension

Process is largely influenced by other internal factors within the consumer.

Includes both cognitive (thought) and affective (feeling) elements.

Consumer comprehension is not always “correct.”

LO1

© 2009 South-Western, a division of Cengage Learning. 4-5

Factors Affecting Consumer Comprehension

Message characteristics

Receiver characteristics

Environmental characteristics

LO1

© 2009 South-Western, a division of Cengage Learning. 4-6

Characteristics of the Message

Physical characteristics Intensity Color Font Numbers

Simplicity-Complexity

Message Congruity Figure and Ground Message Source

Likeability Expertise Trustworthiness Attractiveness

LO1

© 2009 South-Western, a division of Cengage Learning. 4-7

Message Receiver Characteristics

Intelligence/Ability Involvement Familiarity/Habituation Expectations Physical limits Brain dominance

LO1

© 2009 South-Western, a division of Cengage Learning. 4-8

Environmental Characteristics

Information intensity

Framing

Timing

LO1

© 2009 South-Western, a division of Cengage Learning. 4-9

Multiple Store Theory of Memory

Three different storage areas within the brain: Sensory memory Workbench (or “short-term”) memory Long-term memory

LO2

© 2009 South-Western, a division of Cengage Learning. 4-10

Mental Processes Help Consumers “Remember” Things

Repetition

Dual coding

Meaningful encoding

Chunking

LO3

© 2009 South-Western, a division of Cengage Learning. 4-11

Associative Network

A network of mental pathways linking knowledge within memory.

Declarative knowledge – cognitive components that represent facts. Nodes – represent concepts. Path – show association between nodes.

LO4

© 2009 South-Western, a division of Cengage Learning. 4-12

Cognitive Schemas

Schema

Exemplar

Prototype

LO5

© 2009 South-Western, a division of Cengage Learning. 4-13

More Terminology

Script

Episodic memory Nostalgia

Social schemata

Elaboration Personal elaboration

LO5