Chapter 4 - Little sharing across categories (minimize)...

Info iconThis preview shows pages 1–8. Sign up to view the full content.

View Full Document Right Arrow Icon
Knowledge and Understanding Spring 2012 Dr. Caglar Irmak
Background image of page 1

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

View Full DocumentRight Arrow Icon
ABILITY MOTIVATION OPPORTUNITY EXPOSURE ATTENTION PERCEPTION ATTITUDE FORMATION & CHANGE CATEGORIZATION/ COMPREHENSION MEMORY & RETRIEVAL Information D E C I S I O N
Background image of page 2
Schemas: Set of associations and rules linked to a concept Different types: Product category, brands, people, stores, salespeople, countries, selves Scripts: Knowledge of a sequence of events Tell a story
Background image of page 3

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

View Full DocumentRight Arrow Icon
CATEGORIZATION People use their prior knowledge to label, identify, and classify something new We use categories to make inferences about properties Why Categorize? Too much information Provides Structure: Utter chaos without Helps us learn
Background image of page 4
How do we categorize? Taxonomic Similar objects in same category Objects in categories have similar features Lots of sharing within categories (maximize)
Background image of page 5

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

View Full DocumentRight Arrow Icon
Background image of page 6
Background image of page 7

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

View Full DocumentRight Arrow Icon
Background image of page 8
This is the end of the preview. Sign up to access the rest of the document.

Unformatted text preview: Little sharing across categories (minimize) Levels Superordinate Basic Subordinate What influences our categories? How we learn it Goals: What is important to us What we are told Culture Expertise Characteristics of Categories Categories have graded structure Prototype = best example of a category Novices and experts have different category structures When recalling members of a category from memory, factors that influence retrieval can affect category structure How are new products categorized? Put into a preexisting category based on similarities between new product and category members Create a new category Often a combination of two known categories...
View Full Document

Page1 / 8

Chapter 4 - Little sharing across categories (minimize)...

This preview shows document pages 1 - 8. Sign up to view the full document.

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