Very limited duration, and responsible for us seeing words written with sparklers
What is sensory memory?
100
In the communications model, the party that formulates the idea, codes it as a message, and sends it to the receiver.
Who/what is the source?
100
The target of an attitude, e.g. the product, the brand, the ad…
What is the attitude object?
100
The type of conditioning Sheldon uses to train Penny.
What is instrumental / operant conditioning?
200
The scientific study of behavior such as perception, learning, and the influence of other people.
What is psychology?
200
A memory process in which we group meaningful units, rather than individual letters or numbers
What is chunking?
200
The process by which the memory of the message remains but the memory of the source fades over time.
What is the sleeper effect?
200
A consumer’s emotions or feelings about the brand stimulated by a thought -- can be positive or negative.
What is affect?
200
Learning by watching others
What is observational / social / indirect learning?
300
A type of research that answers specific questions about a product, a store, a market, etc.
What is applied research?
300
Triggers that help pull information from long-term memory into short-term memory
What are retrieval cues?
300
A model that proposes that the method of persuasion depends on the consumer’s level of involvement with the product and the message.
What is the Elaboration Likelihood Model (ELM)?
300
Daily Double #2!!!
What is your wager?
What is the Fishbein Model?
300
Encouraging consumers at each incremental step so that they learn the desired behavior over time.
What is shaping?
400
The 2 hallmarks of an experiment
What are random assignment and manipulation of the IV?
400
A failure of retrieval from LTM in which partial retrieval blocks recall of the rest of the list.
What is part-list cueing?
400
Expertise, trustworthiness and objectivity
What are characteristics of a credible source?
400
An attitude function that tells you which objects bring pleasure, pain, benefits, disadvantages, etc… We learn that something feels good / tastes good, etc.
What is the utilitarian function?
400
A schedule of reinforcement in which we reward consumers after a fixed number of “correct” behaviors.
What is a fixed ratio schedule of reinforcement?
500
DAILY DOUBLE #1!!!
What is your wager?
What is a negative correlational relationship?
500
A contemporary approach to understanding memory that assumes the mind is like a computer.
What is information processing theory?
500
A type of bias in which recipients question the source’s willingness to accurately convey knowledge.
What is a reporting bias?
500
The hierarchy of effects that highlights the idea that people selectively form or emphasize certain thoughts to justify behavior.
What is the experiential hierarchy?
500
A type of conditioning in which advertisements pair a product with a positive stimulus, e.g. music, humor, or imagery, to create a positive association.