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Chapter 4
Comprehension, Memory, and Cognitive Learning

Babin/Harris

Learning Outcomes

Understand the concept of comprehension and the factors that influence what gets comprehended.

Use the multiple store theory of memory to explain how knowledge, meaning, and value are inseparable.

Understand how consumers make associations with meaning as a key way to learn.

Use the concept of associative networks to map relevant consumer knowledge.

Be able to apply the concept of a cognitive schema, including exemplars and prototypes, to understand how consumers react to new products.

Components of Consumer Information Processing

  • Exposure
  • Attention
  • Comprehension
  • Elaboration

LO1

Comprehension

  • Refers to the interpretation or understanding that a consumer develops about some attended stimulus in order to assign meaning.

LO1

Comprehension

  • Process is largely influenced by other internal factors within the consumer.
  • Includes both cognitive (thought) and affective (feeling) elements.
  • Consumer comprehension is not always “correct.”

LO1

Factors Affecting Consumer Comprehension

  • Message characteristics
  • Receiver characteristics
  • Environmental characteristics

LO1

Characteristics of the Message

  • Physical characteristics
  • Intensity
  • Color
  • Font
  • Numbers
  • Simplicity-Complexity
  • Message Congruity
  • Figure and Ground
  • Message Source
  • Likeability
  • Expertise
  • Trustworthiness
  • Attractiveness

LO1

Message Receiver Characteristics

  • Intelligence/Ability
  • Involvement
  • Familiarity/Habituation
  • Expectations
  • Physical limits
  • Brain dominance

LO1

Environmental Characteristics

  • Information intensity
  • Framing
  • Timing

LO1

Multiple Store Theory of Memory

  • Views the memory process as utilizing three different storage areas within the human brain.
  • Sensory memory
  • Workbench (or “short-term”) memory
  • Long-term memory

LO2

Sensory Memory

  • The area in memory where the things that we encounter with any of the five human senses are stored.
  • Preattentive – consumer has not yet allocated attention to sensations.
  • Unlimited capacity.
  • Storage methods:
  • Iconic storage – visual information
  • Echoic storage – auditory information
  • Short duration and perishable.

LO2

Workbench Memory

  • The storage area where information is stored and encoded for placement in long-term memory, and eventually, retrieved for future use.
  • Encoding – process by which information is transferred from workbench memory to long-term memory for permanent storage.
  • Retrieval – process by which information is transferred back into workbench memory.
  • Limited capacity and duration.
  • Capacity depends on consumer’s involvement.

LO2

Mental Processes Help Consumers “Remember” Things

  • Repetition – rehearsal.
  • Problem: Cognitive interference
  • Dual coding – two different sensory “traces” are available to remember something.
  • Meaningful encoding – pre-existing knowledge is used to assist in storing new information.
  • Chunking – grouping stimuli by meaning so that multiple stimuli can become a single memory unit.
  • Chunk = single memory unit.

LO3

Long-Term Memory

  • A repository for all information that a person has encountered.
  • Unlimited capacity and duration.
  • Semantic encoding – stimuli are converted to meaning which can be expressed verbally.
  • Memory trace – the mental path by which some thought becomes active.
  • Spreading activation – cognitive activation spreads from one concept to another.
  • Tag – a small piece of coded information that helps that particular piece of knowledge get retrieved.

LO3

Associative Network

  • A network of mental pathways linking knowledge within memory.
  • Declarative knowledge – cognitive components that represent facts.
  • Nodes – represent concepts.
  • Path – show association between nodes.

LO4

Cognitive Schemas

  • Schema – a type of associative network that works as a cognitive representation of a phenomenon that provides meaning to that entity.
  • Exemplar – a concept within a schema that is the single best representative of some category.
  • Prototype – characteristics most associated with a concept.

LO5

Reaction to New Products/Brands

  • When consumers encounter new products or brands, they react to them by comparing them to the existing schema.

LO5

More Terminology

  • Script – a schema representing an event.
  • Episodic memory – memory for past events in one’s life.
  • Nostalgia – yearning to relive past events.
  • Social schemata – the cognitive representation that gives a specific type of person meaning.
  • Also known as social stereotype.
  • Elaboration – the extent to which one continues processing a message even after an initial understanding is achieved in the comprehension stage.
  • Personal elaboration – person imagines himself associating with a stimulus being processed.

LO5