Summary: Psychology Of Advertising

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  • 1 Week 1

  • 1.1.2 Part II Processing

    This is a preview. There are 16 more flashcards available for chapter 1.1.2
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  • What four types of preattentive analyses exist?

    1. Perceptual/conceptual processing
    2. Matching activation
    3. Fluency
    4. Mere exposure
  • What is perceptual and conceptual processing?

    Part of Preattentive analysis
    • Perceptual analysis; physical features (colors, contours)
    • Conceptual analysis; product use, usage situation
      • Can have effects even if product looks perceptually different from ad
  • 2 Week 2

  • 2.1.1 Part 1: Memory and all

    This is a preview. There are 2 more flashcards available for chapter 2.1.1
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  • What are three things memory can 'do'?

    1. Encoding: Getting info into the system
    2. Storage: Involves information retention (LT&ST)
    3. Retrieval: Finds info from memory
  • What is the model of Atkinson and Shiffrin (1968)?

    Sensory input --> sensory memory (info not transferred is lost)
    --> Short-term memory (information not transferred is lost, rehearsal necessary)
    --> LTM
  • What is the nice thing about Sperling's study (1960)?

    Tone after you see random letters improves memory through memory trace
  • What are arguments for not having seperate memory systems?

    The role of attention/processing
    • If processed well --> memory increases
    Baddely and Hitch 
  • What is the model of Baddely and Hitch (1974)?

    Working memory
    • Central Executive

    • Phonological Loop
      • Language
    • Visuospatial Sketchpad
      • Visual semantics
    • Episodic Buffer
      • Long-term episodic memory
  • How do you assess memory?

    • Explicit (conscious awareness)
      • Recall
      • Recognition
    • Implicit (unconscious awareness)
      • Word stem completion (COM.....)
      • Word fragment identification (C.M.U.ER)
      • Lexical decision task (BOY< BRK< BLF< BAT is it a word?)
  • What are the perks of implicit measures of memory assessment?

    • No social desirability
    • Very stable --> roots in LT socialization experiences 
  • What can affect implicit and explicit memory differently (Jacoby, 1983)?

    • Effects of prior words with or without a context (context such as hot)
      • Followed by an implicit perception task in which you have to say wheter 'cold' was a word
      • Followed by an explicit recognition task
    • With context the recognition increases but perception is worse

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