Learning, Perception, Memory

Chapter 3

Learning

Perception

How people interpret reality

Change in behavior due to an external stimulus

Exposure

Presenting stimulus to a consumer so that they will learning something new or change their perception

Sensation

A person's response to stimulus/exposure

Sensory Marketing

Appealing to the senses as a primary means of demonstrating value

Attention

When someone choses to use their mental faculties to engage with a stimulus

Grounded Cognition

The theory that sensation impacts thoughts without the thinker's consent

Cognitive Organization

The process by which the brain makes sense of stimuli

Assimilation

When something seems familiar because it has similarities to past experiences or things that someone is used to

Accommodation

When something is similar to but not exactly the same as something the person is familiar with

Contrast

When Something is markedly different than what we are used to

Anthropomophism

When something that isn't human is given humanlike characteristics to make it seem more relatable

Selective Exposure

Choosing to expose yourself to some things but not others

Reinforcement

Different tools that marketers use to shape consumer behavior

Conditioning

Methodically training consumers to think and behave in a certain way by reinforcing specific behaviors

Chapter 4

Comprehension

Understanding knowledge to the point where you can use or act on it

Message

What a business or person is trying to say

Message Characteristics

The tools used to send a message such as color, intensity, font, numbers, size, and shape

Message Congruity

How well the message characteristics work together to give a unified message

Language

The verbal or written way that a message is given. This includes standard literary devices such as figurative language

Message Source

Factors such as expertise, trustworthiness, credibility, arguments will dictate how accepted the source of a message is

Familiarity/Involvement

The more familiar and/or engaged someone is with a message source, the more likely they are to accept the message

Memory

How memorable a message is will determine how impactful it will be

Chapter 5

Homeostasis

The motivation to do something or not to avoid change

Self Improvement

The motivation to act in a certain way to improve one's self

Maslow's Hierarchy of Needs

A theory that says people move from pursuing survival to pursuing enlightenment as their needs are increasingly met

Motivation

Hedonic or Utilitarian Motivation - consumers are motivated by either practicality or pleasure

Involvement

Consumers are engaged with things that require greater involvement

Emotion

Consumers engage more with things that evoke greater emotion

Appraisal

Consumers will evaluate stimulus/content to see if offers enough value to be worth engagement