MKF2111 Chapter Notes - Chapter 3: Procedural Knowledge, Golden Arches, Implicit Memory
22 Aug 2018
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Comprehension: extracting higher-order meaning from what we have perceived and the context we already know. Source identification: process of determining what stimulus we have detected actually is. (what does it mean/ actually trying to say?) E. g. when you open a magazine and saw what it is on the page (is it an ad or article?) Marketers try to make unique (atypical) ad to retain consumer attention long enough. If you know marketers trying to sell the product, you will less likely to buy. So they try to incorporated it in other things (e. g. ad while movies is playing) Message comprehension: identified source what product/brand it is comprehend the message (what is it) High context culture (asia): comprehend by non-verbal and implied. Consumer inferences: conclusion that customer drew/ interpret based on the message: brand names and symbols. Symbols: paypal ps (connecting humans) - descriptive names: speedo (speed) Memory: persistence of learning overtime (via storage/retrieval) can occur (consciously/unconsciously).
