MKT 3411 Chapter Notes - Chapter 3: Spreading Activation, Osama Bin Laden, Adaptive Unconscious
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)t"s important to understand these theories, because basic learning principles are at the heart of many consumer purchase decisions: objective 2 internal though processes. Ford mustang cars) compared to more abstract brand names: types of meaning, sometimes we process a stimulus simply in terms of its sensory meaning, such as the literal color or shape of a package. In many cases, we encode meanings at a more abstract level. The storage is very temporary; it lasts a couple of seconds at most: for example, a man walks past a donut shop, gets a quick whiff of something baking inside. A chunk is a configuration that is familiar to the person and that he or she can think about as a unit. Information that passes through an attentional gate is transferred to short-term memory: short-term memory , brief storage of information currently being used, capacity: limited, duration: less than 20 seconds, elaborative rehearsal .
