FINAL - JOUR 250 FINAL Chapter 1 Affect Cognition and Conation(Consumer Response Types to Ads 1 Affect positive or negative feelings eg happy or

Info iconThis preview shows pages 1–2. Sign up to view the full content.

View Full Document Right Arrow Icon
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”
Background image of page 1

Info iconThis preview has intentionally blurred sections. Sign up to view the full version.

View Full DocumentRight Arrow Icon
Image of page 2
This is the end of the preview. Sign up to access the rest of the document.

This note was uploaded on 06/26/2009 for the course JOUR 04257 taught by Professor Wagner during the Spring '09 term at Ohio University- Athens.

Page1 / 6

FINAL - JOUR 250 FINAL Chapter 1 Affect Cognition and Conation(Consumer Response Types to Ads 1 Affect positive or negative feelings eg happy or

This preview shows document pages 1 - 2. Sign up to view the full document.

View Full Document Right Arrow Icon
Ask a homework question - tutors are online