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FINAL - JOUR 250 FINAL Chapter 1 Affect Cognition and...

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JOUR 250 FINAL Chapter 1 Affect, Cognition, and Conation – ( Consumer Response Types to Ads) 1. Affect - positive or negative feelings eg happy or sad 2. Cognition - beliefs, attitudes, opinions, and intentions 3. Conation – behaviors, purchase decisions and patterns Personal Variables - (internal) Individual differences such as intelligence, interests, preferences EG One person shops more carefully than another Situational Variables – (external) Situational differences. Includes 4 Ps Product, Price, Place, Promotion EG Buying a house can be more serious than buying a computer Person by Situation Interactions - Internal and External can jointly influence one another EG Relator may spend as much time buying a house, as a programmer buying computer Correlational Relationships - different types positive good for a product negative good for an anti drug add Causal Relationships- most simple response possible EG Increase in Ads >>>> Increase in Sales, but can actually mean either. Confounding Variable- 3rd variable which is not a simple conclusion to come to EG The more churches the more crime, The Confounding Variable is population Independent Variable – CAUSE- (free) Dependent Variable- EFFECT- depends on the effect of the IV - Cause(IV) precedes Effect (DV) - Manipulate IV to assess effect on DV - EG Compare responses DVs of people who see an ad (experimental group) to those who don’t (control group) Ad is IV Random Assignment – participants grouped by chance. Controls for Individual differences among participants, cancels out participants backgrounds Limits of Attention - limited cognivtive capacity- Millers Magic Number 7+ or - 2 Attention Intensity – amount of attention we can pay to ad also limited by cognitive capacirty Arousal- how awake or alert – “Inverted U” Selective Attention – allocation of effort. Where we put our attention and where our attention goes 1. Voluntary attention – currently relevant info – momentary predispositions EG in the market for a cell phone 2. Involuntary attention- Vivdness, and Salience Vividness (person dependent) – person or emotional interesting, imagery provoking—Enduring predispositions Some people all the time (SPAT) EG Chronic back pain Salience ( context dependent)- different from surroundings All People Some of the Time EG Cadalliac Commercial Chapter 2 Comprehension- relating new info to info stored in memory or “meaning making” -things CAN be stored in long term memory even if we don’t comprehend it Cognitive Capacity- amount of info we can store at one time -We aren’t always able to “unbelieve” Miller’s Magic Number- 7 + or – 2 Comprehension & Belief- comprehension and belief are inseparable, at least initially—rejecting a false claim requires a second step (comparing Y to X in memory which tells us Y is wrong) Pragmatic Inferences (Miscomprehension) – everyday assumptions about claims that are literally true but figuratively false EG using the word “may” as in “Brand X may help relieve pain” 1. Comparison Omission-
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