MKTG 1204 SUMMARY NOTES 2023 LECTURE 1- 13
COMPLETE (WELL SUMMARIZED)
perception - ANSWER: the process of organizing and interpreting the
information/things around us
interpretation - ANSWER: Assigning meaning to stimulus
perceptual vigilance - ANSWER: consumers are more likely to be aware of stimuli
that relate to their current needs
hemispheric lateralization - ANSWER: A theory stating the human brain is divided
into two distinct cerebral hemispheres that operate together, but "specialise" in the
processing different types of cognitions. The ear side of the brain and primarily
responsible for reading, speaking, and reasoning. The right hemisphere of the brain
is the home of spatial perception and nonverbal concepts; it is nonlinear and the
source of imagination and pleasure.
cognitive learning - ANSWER: The premise that learning occurs in the form of
sequential, mental processing of information when people face problems that they
wish to resolve.
conditioned stimulus - ANSWER: A stimulus that became associated with a particular
event or feeling as a result of repetition.
high-involvement purchases - ANSWER: purchases that are very important to the
consumer and provoke a lot of perceived risk, and extensive problem solving and
information processing
'subliminal' messages - ANSWER: brief auditory or visual messages that are
presented below the absolute threshold
Getsalt - ANSWER: A school of thought, which suggests the human brain is holistic,
and consists of a number of laws focusing on how the human mind perceives
objects.
Six Gestalt Laws of Perception - ANSWER: Law of Similarity, Law of Continuity, Law of
Closure, Law of Figure/Ground, Law of Pragnanz
cognitive interpretation - ANSWER: a process whereby stimuli are placed into
existing categories of meaning
Semantic meaning - ANSWER: meaning derived from the words themselves and how
they are arranged into sentences
, Psychological meaning - ANSWER: the specific meaning assigned to a word by a given
individual or group of individuals based on their experiences, expectations, and the
context in which the term is used
affective interpretation - ANSWER: the emotional or feeling response triggered by a
stimulus such as an ad
Situational Characteristics of Interpretation - ANSWER: - Time available for
processing
- Nature of the material surrounding the message
- External distractions
- Other individuals present
- Contextual priming effects (impact that surrounding material might have on the ad)
high involvement learning - ANSWER: a situation in which the consumers is
motivated to learn the material
Iconic rote learning - ANSWER: learning a concept or the association between two or
more concepts in the absence of conditioning
Vicarious learning - ANSWER: learning the consequences of an action by watching
others being rewarded or punished for performing the action
Reasoning - ANSWER: innovatively combining existing information and new
information together and form a new association and concept
low-involvement purchases - ANSWER: purchases are not very important to the
consumer, hold little relevance, have little perceived risk, and, thus, provoke very
limited information processing
low involvement learning - ANSWER: learning situation in which the consumer has
little or no motivation to process or learn the material
classical conditioning - ANSWER: establishing a relationship between a stimulus and
a response to bring about the learning of the same response to a different stimulus
Reinforcement - ANSWER: in operant conditioning, any event that strengthens the
behavior it follows
operant conditioning - ANSWER: a type of learning in which behavior is strengthened
if followed by a reinforcer or diminished if followed by a punisher
cognitive dissonance - ANSWER: Inner tension that a consumer experiences after
recognizing an inconsistency between behavior and values or opinions
cognitive learning - ANSWER: the acquisition of mental information, whether by
observing events, by watching others, or through language
COMPLETE (WELL SUMMARIZED)
perception - ANSWER: the process of organizing and interpreting the
information/things around us
interpretation - ANSWER: Assigning meaning to stimulus
perceptual vigilance - ANSWER: consumers are more likely to be aware of stimuli
that relate to their current needs
hemispheric lateralization - ANSWER: A theory stating the human brain is divided
into two distinct cerebral hemispheres that operate together, but "specialise" in the
processing different types of cognitions. The ear side of the brain and primarily
responsible for reading, speaking, and reasoning. The right hemisphere of the brain
is the home of spatial perception and nonverbal concepts; it is nonlinear and the
source of imagination and pleasure.
cognitive learning - ANSWER: The premise that learning occurs in the form of
sequential, mental processing of information when people face problems that they
wish to resolve.
conditioned stimulus - ANSWER: A stimulus that became associated with a particular
event or feeling as a result of repetition.
high-involvement purchases - ANSWER: purchases that are very important to the
consumer and provoke a lot of perceived risk, and extensive problem solving and
information processing
'subliminal' messages - ANSWER: brief auditory or visual messages that are
presented below the absolute threshold
Getsalt - ANSWER: A school of thought, which suggests the human brain is holistic,
and consists of a number of laws focusing on how the human mind perceives
objects.
Six Gestalt Laws of Perception - ANSWER: Law of Similarity, Law of Continuity, Law of
Closure, Law of Figure/Ground, Law of Pragnanz
cognitive interpretation - ANSWER: a process whereby stimuli are placed into
existing categories of meaning
Semantic meaning - ANSWER: meaning derived from the words themselves and how
they are arranged into sentences
, Psychological meaning - ANSWER: the specific meaning assigned to a word by a given
individual or group of individuals based on their experiences, expectations, and the
context in which the term is used
affective interpretation - ANSWER: the emotional or feeling response triggered by a
stimulus such as an ad
Situational Characteristics of Interpretation - ANSWER: - Time available for
processing
- Nature of the material surrounding the message
- External distractions
- Other individuals present
- Contextual priming effects (impact that surrounding material might have on the ad)
high involvement learning - ANSWER: a situation in which the consumers is
motivated to learn the material
Iconic rote learning - ANSWER: learning a concept or the association between two or
more concepts in the absence of conditioning
Vicarious learning - ANSWER: learning the consequences of an action by watching
others being rewarded or punished for performing the action
Reasoning - ANSWER: innovatively combining existing information and new
information together and form a new association and concept
low-involvement purchases - ANSWER: purchases are not very important to the
consumer, hold little relevance, have little perceived risk, and, thus, provoke very
limited information processing
low involvement learning - ANSWER: learning situation in which the consumer has
little or no motivation to process or learn the material
classical conditioning - ANSWER: establishing a relationship between a stimulus and
a response to bring about the learning of the same response to a different stimulus
Reinforcement - ANSWER: in operant conditioning, any event that strengthens the
behavior it follows
operant conditioning - ANSWER: a type of learning in which behavior is strengthened
if followed by a reinforcer or diminished if followed by a punisher
cognitive dissonance - ANSWER: Inner tension that a consumer experiences after
recognizing an inconsistency between behavior and values or opinions
cognitive learning - ANSWER: the acquisition of mental information, whether by
observing events, by watching others, or through language
