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53 Cards in this Set
- Front
- Back
Comprehension
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-attempt to derive meaning from information
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Physical Characteristics of a Message
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-tangible attributes or the parts of the message that are sensed directly
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Message Congruity
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-extent to which a message is internally consistent and fits surrounding information
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Figure
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-object that is intended to capture a person's attention
-the focal part of the message |
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Ground
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-background in a message
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Figure-Ground Distinction
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-notion that each message can be separated into the focal point and background
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Likeability
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-extent to which a consumer likes the message
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Expertise
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-amount of knowledge that a source is perceived to have about a subject
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Trustworthiness
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-how honest and unbiased the source is perceived to be
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Credibility
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-extent to which a source is considered to be both an expert in a given area and trustworthy
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Counterarguments
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-thoughts that contradict a message
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Support Arguments
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-thought that further support a message
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Habituation
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-process by which continuous exposure to a stimulus affets the comprehension of, and response to, the stimulus
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Adaptation Level
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-level of stimuli to which a consumer has been accustomed
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Dostats
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-Russian word that can roughly translated as acquiring things with great difficulty
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Expectations
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-beliefs of what will happen in some situation
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Information Intensity
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-amount of information available to a consumer to process within a given environment
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Framing
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-process wherein the very same information can take different meaning from situation to situation
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Prospect Theory
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-theory that suggests that a decision, or argument, can be framed in different ways
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Priming
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-context or environment that frames thoughts and therefor both value and meaning
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Memory
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-psychological process by which knowledge is recorded
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Multiple Stage Theory of Memory
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-theory that explains memory as utilizing three different storage areas within the human breain
1. sensory 2. workbench 3. long-term |
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Sensory Memory
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-area in the memory where a consumer stores things exposed to the five senses
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Ionic Stage
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-storage of visual information in sensory memory
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Echoic Storage
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-storage of auditory information in sensory memory
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Workbench Memory
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-storage area in the memory system where information is stored while it is being processed and encoded for later recall
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Encoding
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-process by which information is transferred from workbench memory to long-term memory for permanent storage
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Retrieval
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-process by which information is transferred back into workbench memory for additional processing when needed
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Repetition
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-simple mechanism in which a though is kept alive in short term memory by mentally repeating the though
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Cognitive Interference
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-notion that everything else that the consumer is exposed to while try to remember something is also vying for process capacity and thus interfering with memory and comprehension
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Dual Coding
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-coding that occurs when two different sensory traces are available to remember something
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Meaningful Encoding
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-coding that occurs when information from long term memory is placed on the workbench and attached to the information on the workbench in a way that can recalled and used later
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Chunking
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-process of grouping stimuli by meaning so that multiple stimuli can become on memory unit
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Response Generationg
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-reconstruction of memory traces into a formed recollection of information
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Long-Term Memory
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-repository for all information that a person has encountered
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Semantic Coding
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-type of coding wherein stimuli are converted to meaning that can be expressed verbally
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Memory Trace
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-mental path by which though becomes active
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Spreading Activation
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-way cognitive activation spreads from concept to another
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Tag
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-small piece of coded information that helps with the retreival of knowledge
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Associative (Semantic) Network
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-network of mental pathways linking all knowledge within memory
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Declaritive Network
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-cognitive components that represent facts
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Nodes
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-concepts found in an associative network
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Paths
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-representations of the association between nodes in an associative network
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Schema
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-cognitive representation of a phenomenon that provides meaning to that entity
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Exemplar
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-concept within a schema is the single best representative of some category
-schema for something that really exists |
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Prototype
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-schema that is best representative of some category but that is not represented by an existing entity
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Script
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-schema representing an event
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Episodic Memory
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-memory for past event in one's life
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Nostaglia
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-yearning to relive past events
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Social Schema
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-cognitive representation that gives a specific type of person meaning
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Social Stereotype
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-another word for social schema
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Elaboration
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-extent to which a consumer continues processing a message even after an initial understand is achieved
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Personal Elaboration
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-process by which a person imagines himself somehow associating with a stimulus that is being processed
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