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Attention and Comprehension p2

Attention and Comprehension p2 - – Example 10...

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1 Consumer Behavior MAR 3503 Xin He BA-II 308N 407-823-1329 [email protected]
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2 Comprehension Recap: Consumer Perception Comprehension Defined Variations in Comprehension Comprehension Processes
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3 Recap: Consumer Perception Perception Three stages _________ _________ _________
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4 Comprehension Comprehension Inference Examples:
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5 Variations in Comprehension Automatic controlled processing Automatic processing: Controlled processing:
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6 Variations in Comprehension (cont.) Shallow vs. deep processing Attributes Functional consequences Psychosocial consequences Values Q: Which one has deeper level of processing?
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7 Variations in Comprehension (cont.) Elaboration Less elaborate More elaborate Memorability
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8 Comprehension Processes Organization Categorization Inferences
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9 Organization Perceptual organization The Gestalt School Organized wholes
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Unformatted text preview: – Example: 10 Organization (cont.) ♦ A few Gestalt principles – Figure and ground – Proximity – Similarity – Continuation – Closure ♦ Perceptual context 11 Organization (cont.) ♦ Applications of Gestalt principles in product design 12 Categorization ♦ Categorization ♦ Three problems in categorization: – _____________________ – _____________________ – _____________________ 13 Inferences ♦ Inference ♦ Sensory cues and inferences – Sight – Sounds – Touch ♦ Name matters… ♦ How about “$1.99”? 14 Once again… ♦ Recap: Consumer Perception ♦ Comprehension Defined ♦ Variations in Comprehension – Automatic vs. controlled – Shallow vs. deep – Elaboration – Memorability ♦ Comprehension Processes – Organization – Categorization – Inferences...
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