COMPREHENSION

First of all, we should understand the meaning of comprehension and its importance in CB. Comprehension is your understanding about the stimulus. It is one of the vital component of Consumer Information Processing.The components are : Exposure, Attention, Comprehension and Elaboration.

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Exhibit 4.1: The Components of Consumer Information Processing

 Another important issue is what are the fatcors that affect comprehension of a stimuli There are 3 types of factors : 1. Message related (Physical characteristics, figure and ground, simplicity-complexity etc) 2. Message Receiver Related (involvement, intelligence, prior knowledge ) 3. Environment Related (timing, situation)

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Multiple Store Theory of Memory

Views the memory process as utilizing three different storage areas within the human brain.

 As per this theory, brain has 3 types of memory; Sensory memory, work bench memory and long term memory. SM has unlimited capacity, info is saved here for very short duration, saves in pictorial form WBM has limited capacity, limited duration and coding takes place here. LTM has unlimited capacity as well as long duration, semantic meaning takes place here

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Use the concept of associative networks to map relevant consumer knowledge.

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Associative Network
A network of mental pathways linking knowledge within memory.

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Exhibit 4.9 The Knowledge for Snack Foods

 Cognitive Schema Concepts : understanding how consumers react to various brands, products and marketing agents.

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Cognitive Schemas

Schema a type of associative network that works as a cognitive representation of a phenomenon that provides meaning to that entity. Exemplar a concept within a schema that is the single best representative of some category. Prototype characteristics more associated with a concept.

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Exhibit 4.10 Category Exemplars