Please enable JavaScript.
Coggle requires JavaScript to display documents.
Lecture 5 (Attitude) (Attention (Techniques to gain and hold attention…
Lecture 5 (Attitude)
Attention
Persistent attention if the message isn't important for them they continue scanning the medium for what might be
Focal attention marketers want this to their advertised messages to utilize more of our cognitive processes, the more relevant or interesting the marketing activities is the probability we will pay focal attention increases
-
-
Learning
Learning vs Memory Learning deals with how we acquire new information whereas memory is the internal recording of information or experiences and is related to our ability to store, retain and recall information
Memory types
Sensory Memory we sense information temporarily, only for a few seconds, but do not analyse it and hence the information is lost quickly
Short-term Memory is limited in capacity and is also short-lived meaning you can only store information for as little as 30 seconds
Long-term Memory organised and stores the new piece of information and ties it up with other bits of information that already exist.
Cognitive learning Involves mental processes that are not necessarily reflected in overt behavioral changes. It occurs whether or not there is an observable behavioral change in the learner and hence the need to look beyond the stimulus. Is viewed as a process of relating new info to previously learned info
-