COMPREHENSION MEMORY AND COGNITIVE LEARNING Chapter 4 Comprehension

COMPREHENSION, MEMORY, AND COGNITIVE LEARNING Chapter 4

Comprehension � What is comprehension? � Must � understand Factors that Influence � Message characteristics � Message receiver � Environmental characteristics

Message Characteristics � Physical Characteristics � Intensity � Color � Font (Masculine or Feminine) � Numbers � � � Simplicity-Complexity Message Congruity Figure & Ground

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

Message Receiver Intelligence/Ability Involvement Familiarity/Habituation Familiar Habituation Adaptation level Expectations Physical limits Brain dominance Right-brain Left-brain

Environmental Characteristics Info intensity Framing Prospect theory Negative-framing Positive-framing Priming Timing

Memory What is it? Multiple Store Theory of Memory Sensory memory Workbench memory Long-term memory

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

Memory Workbench Memory Encoding Retrieval Duration Capacity Involvement

Four Ways to Remember Stuff � Repetition � Cognitive interference � Dual Coding � Meaningful Encoding � Chunking

Long-Term Memory Semantic Encoding Memory Trace Spreading activation Mental Tagging

Associative Networks & Consumer Knowledge � Associative Networks � “Network of mental pathways linking all knowledge within memory” � AKA semantic network � Declarative knowledge � Nodes � Paths

Happy Meal Big Mac Mc Café Mc. Donald’s Ronald Tea Mc. Flurry Fries Fast food

Cognitive Schema Exemplars Reaction to New Products Script Episodic Memory Nostalgia Prototypes Social Schemata Elaboration