| Term | Definition |
|---|
| Air cannon | scientists in kyoto developed air cannons to track you as you walk toward a shopping area and puff a scent in your direction. ( many brand associations are driven by scent) |
| proactive interference | comes from previously learned information |
| retroactive interference | comes from newly learned information |
| how to reduce interference? | Interference can be reduced by increasing the range of contexts associated with a brand (more node points provide more retrieval cues and improve the accessibility of the brand)how |
| how to improve ad recall? | repetition, provide context cues related to purchase, pool of commercials for same product but diff context, place brand name at moment of greatest interest, positive moods |
| how to promote brand salience? | Brand salience is promoted by building associations with the dominant schema (such as product benefits or consumer goals) |
| autobiographical memory | Personal experience (autobiographical memory) is said to over- ride message specific memory, but recall of personal experience can be primed by message content |
| what does repitition do? | promotes credibility especially under low involvement conditions |
| Bogarts study of brand name recall? | gave a nickel for every brand mentioned in a 4 minute period, food most recalled, correlation between product mentions and size of products total ad investments |
| extrinsic cue | An extrinsic cue is a less direct indicator of product quality that is used to make an inference about quality |
| intrinsic cue | An intrinsic cue is a direct indicator of product quality (such as ingredients or method of manufacturing) |
| knowledge uncertainty | "Knowledge uncertainty" involves information about the attributes of products or brands |
| search or choice uncertainty | "Search or choice uncertainty" involves information about how to evaluate brand information in order to make a choice |
| adaptation level | what we habitually expect |
| JND just noticeable difference | "just noticeable difference" - a small shift in stimulus intensity can lead to a material difference as perceived by the audience. (ex. gas price change) |
| whats a confidence cue in ambiguous situations? | Price can be a quality cue in ambiguous choice situations when we are not confident of our ability to evaluate |
| categorization | the process of grouping similar stimuli ( lawn mowers) |
| Two ways to group stimuli | Probabilistic -> there are "graded structures" that relate to an abstract concept, Exemplar similarity -> there is an "ideal type" that best represents a grouping of similar stimuli. (ex kleenex tissues represents tissues) |
| rule based learning | Category learning based on analytical use of definitions is called "rule-based." |
| exemplar based learning | Category learning based on exposure to examples is "exemplar based" (such as specific examples or an imagined ideal). |
| schema | Consumers form beliefs and knowledge bases about brands that can be seen as organized in the form of "schemas |
| attribute based schemas | Attribute based schemas: organized analytically by product category attributes |
| liking schemas | organized by favorability towards brands |
| efficacy schemas | Efficacy based schemas are organized by accessibility to consumers and center on perception of number of consumers as a "heuristic" cue signaling product quality. |
| script based schemas | Script based schemas are organized by a familiar sequence of events relating to the product category. |
| who uses schemas and when? (automatically categorizing stimulus) | Novices (newcomers to a category) are said to be more likely than experts (more experienced consumers) to use schema based processing. |
| when do people engage in more systematic, attribute-based processing to categorize a stimulus? | Highly incongruent, unfamiliar situations are said to be more likely to lead to attribute-based processing. |
| category based induction | Consumers sometimes generalize from one category to another. For example, certain brand associations transcend categories. This adds to the importance of corporate brand names. |
| typicality | using global measures that assess whether the instance is a good or a poor example, typical or atypical. ways to assess category membership. (global, directly at attribute level, indirectly at attribute level) |
| "family resemblance" | similarity to the central tendencies of the category |
| familiarity | is defined as the perceived frequency across all contexts of the items use. |
| 3 types of categories | basic, subordinate, superordinate |
| response to schema incongruity? | Assimilation involves fitting new information into an existing pattern of perceptions. Sub-typing (or contrast) involves elaboration of the schema |
| verbal versus visual memory | Visual cues may be particularly effective if audience members recall both the visual cues and simultaneously retrieve verbal associations produced by the original exposure to the visual cues. |
| perception | mental process that uses previous knowledge to compile and interpret the stimuli that are registered by our senses |
| pre attentive processing | the non conscious processing of stimuli in peripheral vision |
| frequency of instantiation | determinant of typicality and refers to perceived estimates of how often an instance is encountered as a member of a category |
| assimilation | the process by which a new concept is integrated into a schema |
| sensory memory | temporary storage of the info received from senses |
| long term memory | the system for permanenty storing info for later use |
| graded structure | category members and non members varying in their similarity to the category |
| mere exposure effect | att change occurring as a function of repeated exposure to an object that is simple, previously known, and contains little or no semantic conent |
| short term memory | portion of memory with limited capacity for interpreting info from existing knowledge |
Combine with other sets
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