COMPREHENSION MEMORY AND COGNITIVE LEARNING Chapter 4 Comprehension

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COMPREHENSION, MEMORY, AND COGNITIVE LEARNING Chapter 4

COMPREHENSION, MEMORY, AND COGNITIVE LEARNING Chapter 4

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

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)

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.

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

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

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

Memory Workbench Memory Encoding Retrieval Duration Capacity Involvement

Memory Workbench Memory Encoding Retrieval Duration Capacity Involvement

Four Ways to Remember Stuff � Repetition � Cognitive interference � Dual Coding �

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

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

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

Associative Networks & Consumer Knowledge � Associative Networks � “Network of mental pathways linking

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

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

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

Reading Comprehension Reading Comprehension Reading Comprehension Reading ComprehensionReading Comprehension Reading Comprehension Reading Comprehension Reading Comprehension
COGNITIVE MAPPING COGNITIVE MAPPING COGNITIVE STRANDS Knowledge ComprehensionCOGNITIVE MAPPING COGNITIVE MAPPING COGNITIVE STRANDS Knowledge Comprehension
Cognitive Learning Observational Learning Insight Learning Cognitive LearningCognitive Learning Observational Learning Insight Learning Cognitive Learning
Memory Human Memory The cognitive perspective understands memoryMemory Human Memory The cognitive perspective understands memory
Comprehension Toolkit Inferential comprehension 3 Drawing conclusions ComprehensionComprehension Toolkit Inferential comprehension 3 Drawing conclusions Comprehension
Comprehension Eh What is Comprehension n Comprehension qComprehension Eh What is Comprehension n Comprehension q
Comprehension Comprehension n Comprehension is the main purposeComprehension Comprehension n Comprehension is the main purpose
Reading Comprehension TE 301 Comprehension Comprehension is theReading Comprehension TE 301 Comprehension Comprehension is the
Observational Cognitive Learning Observational Learning Observational Cognitive LearningObservational Cognitive Learning Observational Learning Observational Cognitive Learning
Longterm Memory Explicit memory Episodic Memory Semantic MemoryLongterm Memory Explicit memory Episodic Memory Semantic Memory
Memory Training Memory sensory memory vs shortterm memoryMemory Training Memory sensory memory vs shortterm memory
MEMORY ORGANIZATION Memory Hierarchy Main Memory Auxiliary MemoryMEMORY ORGANIZATION Memory Hierarchy Main Memory Auxiliary Memory
Chapter 10 Memory Memory Memory persistence of learningChapter 10 Memory Memory Memory persistence of learning