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Terms
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- Subliminal Exposure
- Presented below threshold of recognition
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Supraliminal Exposure
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Presented continuousl, repeatedly
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Mere Exposure Effect
- The more we come to like it
- Fluency (mere exposure effect)
- High levels of exposure make it easier to process the information, which makes consumers like it more
- Interference Effect
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The more information presented, the less attention paid to the whole package
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False Memories
- The more information presented, the higher the frequency of false memories
- Perceptual Selection
- Limited attention leads to selecting stimulus to focus on
- Perceptual Adaptation
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Familiarity/habituation w/ the stimulus reduces the attentive potential
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Perceptual Vigilance
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Needs/motivations influence the selective process
- Perceptual Defense
- Needs/motivations trigger self-protective mechanisms against threatening stimuli
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Affective Information
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Pleasant/threatening information is more salient than neutral information
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Closure Principle
- Try to make sense by spending more effort when not all information presented (Dodge spelling ad)
- Stimulus Construction
- Sensory stimuli not just absorbed, it is built
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Biased Perception
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People interpret differently based on experience
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Herman Ebbinghaas
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Forgetting curve (recall drops with increase in time)
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Retroactive Interference
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Subsequent information interferes with memory of past infomration
- Proactive Interference
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Past information interferes with memory of subsequent information
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Cost of Cognitive Processing
- The less you know, the more costly to recall
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Categorization ... defines:
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- Competition
- Product Eval
- Memory
- Location in markets