LAW 122 Lecture Notes - Lecture 4: Wine Label, Implicit Memory, Explicit Memory

• School: Ryerson University
• Department: Law and Business
• Course: LAW 122
• Professor: Theresa Miedema

Document Summary

Improving comprehension: message receiver characteristics: intelligence/ability (iq versus product experience, prior knowledge, involvement (chocolate pudding experiment; coke vs. pepsi, expectations, physical limits, familiarity/habituation. Familiarity/habituation: we adapt, or habituate, to stimuli, what once was novel and attention-getting may no longer be, leads to inattention, advertisers need to keep ad campaign current and fresh (but still maintain consistent brand image) Priming: active thoughts frame thoughts and interpretations and inluences behaviour. Stereotype of elderly: timing amount of time; the point in time. Memory structure: memory process of maintaining info over time, receives, encodes, stores, organizes, alters, retrieves info, utilizes three diferent storage areas in the brain. Sensory memory: raw data of perceptual systems, picks out &stores all the sounds, smells, and sights we experience even if we may not have paid attention, unlimited storage, rapid unavoidable decay, rapid initial analysis further attention, cocktail party efect.