BUAD301 Lecture Notes - Lecture 2: Minimum Cut, Long-Term Memory, Decay Theory

• School: University of Delaware
• Department: Business Administration
• Course: BUAD301
• Professor: Michal Herzenstein

Document Summary

Unbelieving requires time and effort: distraction, repetition, miscomprehension, comparison omission, does(cid:374)"t (cid:272)o(cid:373)pare to a(cid:374)ythi(cid:374)g. The stimulus is interpreted and contemplated using concepts stored in the long term memory. Indexing: why does forgetting occur, decay theory, memories grow weaker with the passage of time (if not used frequently, network theory, the more a memory is connected to other memories, the more we are likely to remember it. If done right, people enjoy ad and remember product. If not, controversy will keep ad and product in mind: consumers should not be distracted by the sexual appeal, be creative (consumers get desensitized, which of the following examples demonstrates juxtaposition, be popular! Judgment: non-evaluative and evaluative judgments, belief if a thought a person holds about something, how do we form beliefs, descriptive, direct experience. Inferential: beyond info given to us, evaluative judgment, attitudes represe(cid:374)t (cid:449)hat (cid:449)e like a(cid:374)d (cid:449)hat (cid:449)e do(cid:374)"t like.