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Comprehension, memory, and cognitive learning

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

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Comprehension, memory, and cognitive learning

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  1. Comprehension, memory, and cognitive learning Chapter 4

  2. Comprehension • What is comprehension? • Must understand • Factors that Influence • Message characteristics • Message receiver • Environmental characteristics

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

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

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

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

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

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

  9. Memory • Workbench Memory • Encoding • Retrieval • Duration • Capacity • Involvement

  10. Four Ways to Remember Stuff • Repetition • Cognitive interference • Dual Coding • Meaningful Encoding • Chunking

  11. Long-Term Memory • Semantic Encoding • Memory Trace • Spreading activation • Mental Tagging

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

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

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

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