Chapter 4 Consumer Behavior Terms

Chapter 4 Consumer - Chapter 4 Comprehension The way people cognitively assign meaning to(i.e understand things they encounter Signal Theory

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Chapter 4 Comprehension The way people cognitively assign meaning to (i.e., understand) things they encounter. Signal Theory Explains ways in which communications convey meaning beyond the explicit or obvious interpretation. Physical Characteristics Tangible elements or the parts of a message that can be sensed. Message Congruity Extent to which a message is internally consistent and fits surrounding information. Figure Object that is intended to capture a person’s attention; the focal part of any message. Ground Background in a message. Figure-Ground Distinction Notion that each message can be separated into the focal point (figure) and the background (ground). Expertise Amount of knowledge that source is perceived to have about a subject. Trustworthiness How honest and unbiased the source is perceived to be. Credibility Extent to which a source is considered to be both an expert in a given area and trustworthy. Counterarguments Thoughts that contradict a message. Support Arguments Thoughts that further support a message. Habituation Process by which continuous exposure to a stimulus affects the comprehension of, and response to, the stimulus. Adaption Level Level of a stimulus to which a consumer has become accustomed. Dostats
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This note was uploaded on 11/15/2011 for the course MGMT 3310 taught by Professor Staff during the Fall '11 term at Sam Houston State University.

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Chapter 4 Consumer - Chapter 4 Comprehension The way people cognitively assign meaning to(i.e understand things they encounter Signal Theory

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