Emm1 2nd Topic

7/28/2019 Emm1 2nd Topic

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Intrinsic

Influences



Consumer Information Processing

selective exposure sensation absolute threshold

subliminal perception consumer adaptation butterfly curve

Exposed to Information



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



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



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



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



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.



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



NETWORK ORGANIZATION OF LTM

Node

Linkage

Activation Retrieval

Encoding



STRENGTH OF LEARNING

Importance (effort)

Reinforcement (consequences)

Repetition (refresh)

Imagery (multiple memories)



Expanding the Limits of STM

Recall

Chunking

INFORMATION OVERLOAD

LONG-TERM MEMORY Two basic types of interest to consumer researchers:

Episodic

Semantic



TERMS

Activation

Spreading Activation

Capacity Limits

Automatism



FORGETTING

retroactive interference

proactive interference

advertising pulsing



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



THEORIES

Reasoning

Iconic rote learning

Vicarious learning (modeling)

Operant (instrumental) conditioning

Classical conditioning



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



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



CLASSICAL CONDITIONING

unconditioned stimulus (UCS)

unconditioned response (UCR)

conditioned stimulus (CS)

conditioned response (CR)



OPERANT CONDITIONING

operant

reinforcements

extinction

shaping



Thank You!By:

Group 1

Sas, Romelito G.Espinoza, Lea A.

Zafra, Earl Jhone L.

Awa, Lea Mae G.

Francuna, John Mark G.

Emm1 2nd Topic

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