happening at various stages of the learning process

recalling the gist of the message; if the message is ambiguous, people may reconstruct what they have seen to fit existing cognitive scripts

happens when information has been elaborated and integrated with the existing store of knowledge

Among the attended information, interesting information is further processed and influenced by previous information in LTM

capturing consumers’ attention is the first step

store-related characteristics such as building appearance, lighting, music, which serve as stimuli to attract attention of and generate emotion to consumers

marketing using stories in a brand name, brand origin, package, advertisement, and so on

more pervasive, less intense, changing

intense affect; a feeling that comprises physiological, cognitive, and behavioral reactions to an object or an event

a broad term; an internal feeling state that includes both emotion and mood

organized sets of expectations and associations about an object

any positive or negative expectation about circumstances, events, or people that may affect a person's behavior toward them in a manner that causes those expectations to be fulfilled

a theory stating that an individual’s identities stem from the groups to which he or she belongs

a sociological theory that focuses on the formation of self through interactions with others people

Inanimate brands can become associated with human characteristics

is about how people learn about themselves by comparing similarities and differences to others.

: the way in which humans select a specific visual element to focus on and simultaneously manage to ignore all other stimuli

the process by which an individual allocates part of his or her mental activity to a stimulus

a branch of philosophy concerned with the study of the idea of beauty

a process whereby stimuli are exposed, selected, organized, and interpreted

is the way in which information acquired from the environment via sense organs is transformed into experiences of objects or events

a form of vicarious learning that occurs as a result of observing the behavior of others as well as the consequences of the behavior

effects on how much and to what extent people process and learn product information.

focuses on internal mental process / concentrates on how something is learned

A person’s operant behavior can be reinforced by offering something as a reward that is perceived as more desirable

A reward is given sometimes and infrequently; leading to longer lasting future responses

A reward is given whenever a person engages in a desired behavior; quicker and stronger future responses

Individuals learn to engage in behaviors (responses) that produce positive outcome and to avoid those that result in negative outcome.

A CS is not directly linked with the US but is paired with another already established CS.

A conditioning effect gradually disappears due to lack of pairing of the conditioned stimulus and the unconditioned stimulus

a stimulus that elicits a response is learned to be associated with another stimulus that does not originally elicit a response

focuses entirely on the association between an observed stimulus and a response

a relatively permanent change in behavior which is linked to experience

the study of human behavior and thought processes in relation to products & services as well as how people are affected by consumer activities.

interdisciplinary subject area and combines theories and research methods from Psychology, Marketing, Advertising, Economics, Sociology, and Anthropology.

an active mental system that receives, stores, organizes, alters, and recovers information

our memory consists of three basic components

temporary storage of information received through different input modalities(e.g., vision, hearing, touch) for very brief periods of time

a way of increasing a limited capacity

the effect of presented position in a list of items is more easily and frequently recalled

the item presented at the beginning

at the end

the increased accessibility or retrievability of information stored in memory produced by the prior presentation of relevant cues

memory based on specific events that happened at a particular place and a particular time

memory of general factual knowledge about the world

theory stating that people encode and store environmental cues related to the information as well as information—the probability to recall previously experienced information is increased when environmental cues at learning and at recalling are matched(the same)

reduced memory performance due to having learned additional information

new learning is disrupted by old information

forgetting of previously learned information is caused by the learning of new information

conscious recollection of previous experiences

unconscious recollection of previous experiences

can increase the likelihood of recalling information as well as strengthen the association between specific attributes and brand names

Material goods have clear meaning and represent different values and beliefs.

happens when consumers focus their entire attention on one stimulus.

Bower et al. (1981) discovered that mood can make people engage in selective attention and learning.