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Intrinsic
Influences
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Consumer Information Processing
selective exposure sensation absolute threshold
subliminal perception consumer adaptation butterfly curve
Exposed to Information
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THE ATTENTION STAGE
Types of Attention
voluntary attention: consumers actively search out information thathas personal relevance
selective attention: consumers selectively focus attention on relevant
information involuntary attention:
consumer is exposed to something surprising,novel, threatening, or unexpected
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THE COMPREHENSION STAGE
Perceptual Organization the way people perceive shapes, forms, figures, and
lines in their visual world Gestalt Psychology:
attempts to understand how people perceivepatterns in the world
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Interpretation processes:
people draw upon their experience, memory andexpectations to attach meaning to a stimulus
Expectations: prior beliefs about what should happen in a given
situation can influence the interpretation of information
Semiotics: how it is that people interpret meaning from signs
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CONSUMER INVOLVEMENT Higher levels of involvement are expected to result in:
a greater depth of information processing
increased arousal more extended decision making
Factors which can influence purchase involvement:
situation
product
personality
communication
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COGNITIVE LEARNING AND MEMORY
MULTIPLE STORE MODEL OF MEMORY
Sensory - the immediate impression caused by the firing of the sensory nerve cells .
Short-Term - where information is temporarily stored while being processed.
Long-Term - can store information permanently.
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encoding: the process of transferring information from short-to long-term memory for permanent storage
retrieval: the process of accessing information stored in long-
term memory so that it can be utilized in short-term memory
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NETWORK ORGANIZATION OF LTM
Node
Linkage
Activation Retrieval
Encoding
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STRENGTH OF LEARNING
Importance (effort)
Reinforcement (consequences)
Repetition (refresh)
Imagery (multiple memories)
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Expanding the Limits of STM
Recall
Chunking
INFORMATION OVERLOAD
LONG-TERM MEMORY Two basic types of interest to consumer researchers:
Episodic
Semantic
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TERMS
Activation
Spreading Activation
Capacity Limits
Automatism
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FORGETTING
retroactive interference
proactive interference
advertising pulsing
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BEHAVIORAL LEARNING
Cognitive
"learning is knowledge"
focuses on internal characteristics
emphasizes the role of memory and thinking
Behavioral
"learning as behavior"
focuses on changes in behavior that occur as a resultof experience
emphasizes stimuli and response behaviors
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THEORIES
Reasoning
Iconic rote learning
Vicarious learning (modeling)
Operant (instrumental) conditioning
Classical conditioning
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BEHAVIORAL LEARNING a process in which experience with the
environment leads to a relatively permanent changein behavior or the potential for a change inbehavior
Three major approaches: classical conditioning
operant conditioning
vicarious learning
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CLASSICAL CONDITIONING
stimulus =======> response behavior is 'elicited'
OPERANT CONDITIONING
behavior =======> reward (or punishment) [orpositive/negative reinforcement]
behavioral response is 'emitted'
behavior is caused by altering the consequences thatfollow the behavior
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CLASSICAL CONDITIONING
unconditioned stimulus (UCS)
unconditioned response (UCR)
conditioned stimulus (CS)
conditioned response (CR)
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OPERANT CONDITIONING
operant
reinforcements
extinction
shaping
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Thank You!By:
Group 1
Sas, Romelito G.Espinoza, Lea A.
Zafra, Earl Jhone L.
Awa, Lea Mae G.
Francuna, John Mark G.