Knowledge%20and%20Representation%202008

Knowledge and Re - • Pour in Tabasco • Don’t stop pouring until bottle empty • Curse at food for not cooking quicker • Use hands to

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Knowledge and Representation Caleb Warren Fall 2008
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Representation How is knowledge (concepts, ideas, perceptions, memories, etc.) represented in memory? 2 important properties: 1. 2.
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Example of Pattern Completion
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Concept Concepts are categories of things we consider to be the same despite possible cosmetic differences
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Knowledge Content Schemas What are the different types of possible associations? How do associations differ?
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Schema for Tabasco Brand Spicy Cajun food Louisiana Hot sauce Texas Pete Frank’s Speedy Gonzales Looney Tunes My old roommate Good on burgers Burns mouth Red Buying a bottle last night Add when cooking or when eating
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Spreading Activation Tabasco Speedy Gonzales Looney Tunes Funny Why the thought of Tabasco makes me laugh…
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Script Involving Tabasco Script for making Jambalaya Mix rice and meat Add some veggies
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Unformatted text preview: • Pour in Tabasco • Don’t stop pouring until bottle empty • Curse at food for not cooking quicker • Use hands to shovel food directly from pot to mouth Knowledge Structure • How are concepts organized? • Taxonomic categories • Prototypicality • Subordinate/superordinate level • Goal Derived Categories • How is this influenced by expertise? Prototypicality • What influences prototypicality? 1. 2. 3. 4. • Why/when might a brand want or not want to be prototypical? Inferences • Much comprehension results from inferences • What is an inference? • How are inferences made? Next Class: Perception and Attention • Read chapter 4 • Get started on brand name project (note: pages 114-121 in the text will be especially helpful for this project)...
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This note was uploaded on 03/18/2009 for the course MKTG 3250 taught by Professor Mcgraw,pet during the Fall '08 term at Colorado.

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Knowledge and Re - • Pour in Tabasco • Don’t stop pouring until bottle empty • Curse at food for not cooking quicker • Use hands to

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