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1、©2009South-Western,adivisionofCengageLearning.Chapter4 Comprehension,Memory,andCognitiveLearningBABIN/HARRIS©2009South-Western,adivisionofCengageLearning.4-2LearningOutcomesUnderstandtheconceptofcomprehensionandthefactorsthatinfluencewhatgetscomprehended
2、.Usethemultiplestoretheoryofmemorytoexplainhowknowledge,meaning,andvalueareinseparable.Understandhowconsumersmakeassociationswithmeaningasakeywaytolearn.Usetheconceptofassociativenetworkstomaprelevantconsumerknowledge.Beabletoapplytheconceptofcognitivesc
3、hema,includingexemplarsandprototypes,tounderstandhowconsumersreacttoproducts.LO1LO2LO3LO4LO5©2009South-Western,adivisionofCengageLearning.LO1Understandtheconceptofcomprehensionandthefactorsthatinfluencewhatgetscomprehended.©2009South-Western,adivisionofC
4、engageLearning.4-4Exhibit4.1 ConsumerInformationProcessingLO1©2009South-Western,adivisionofCengageLearning.4-5ComprehensionReferstotheinterpretationorunderstandingthataconsumerdevelopsaboutsomeattendedstimulusinordertoassignmeaning.LO1©2009South-Western,
5、adivisionofCengageLearning.4-6Exhibit4.2 FactorsAffectingComprehensionLO1©2009South-Western,adivisionofCengageLearning.4-7PhysicalCharacteristicsoftheMessageNumbersFontsLO1©2009South-Western,adivisionofCengageLearning.4-8Simplicity/ComplexitySimplephrase
6、ssuchas“fatfree”oftencommunicatemoreclearlythandetailedinformation.LO1©2009South-Western,adivisionofCengageLearning.4-9Exhibit4.3:CongruentorIncongruentMessageSequences?LO1©2009South-Western,adivisionofCengageLearning.4-10Exhibit4.4:TheFigureandGroundDis
7、tinctionLO1©2009South-Western,adivisionofCengageLearning.4-11MessageSourceFactorsLO1LikeabilityExpertiseTrustworthinessAttractiveness©2009South-Western,adivisionofCengageLearning.4-12HabituationLO1It’sstrangelooking,butyou’llgetusedtoit!©2009South-Wester
8、n,adivisionofCengageLearning.4-13Exhibit4.5 AnIllustrationofFramingLO1©2009South-Western,adivisionofCengageLearning.LO2Usethemultiplestoretheoryofmemorytoexplainhowknowledge,meaning,andvalueareinseparable.©2009South-Wester
