2 short term memory short term memory can be viewed

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2. Short term memory: Short-term memory can be viewed as the workplace for information processing. That is a portion of the memory activated to the temporarily store and process information in order to interpret it and comprehends its meaning. 3. Long-term memory: This memory can be thought of as the relatively permanent storehouse for information that has under gone sufficient processing. The material can be maintained in long term memory for as little as a few minutes to as long many years. 11.2 Characteristic of memory system Point Sensor memory Short-term memory Long-term memory Duration Fraction of a second Less than one minute Up to many years Capacity All that perceptual sensors can deliver Approximately seven items Almost unlimited Types of coding Quite of coding Indirect chunking Indirect clustering Information Sensory memory Short-term memory Long-term memory Elaborative Rehearsal Forgotten material Figure: A representation of memory system. Maintenanc e rehearsal
representation of reality via meaningfulness Major forgetting mechanism Decay Decay interference Advertising application Numerous memory concepts have significant implications for the field of advertising. The following conclusions represent only a sampling of the useful guidelines. 1. Advertising message with unique aspects has greater potential for being remembered. 2. The order in which material is presented seems to influence how well it will be retained, with the middle portion being most easily forgotten. 3. Message that encourage immediate rehearsal of material stimulate its retentions. 4. More information can be processed and retained if it is chucked 5. The amount of information that can be transferred to long-term memory is function of the time available for processing. 6. Memory is cue dependent and presentation of relevant cues will stimulate recall. 12. ATTITUDE 12.1 Definition of attitude Attitude is an enduring organization motivation, emotional, perceptual, and cognitive process with respect to some aspect of the individual words”. This definition included some components. 1. The cognitive or knowledge 2. The affective or emotional 3. Behavioral tendency. 12.3 Characteristics of attitude 1. Attitude have an object 2. Attitude have a direction 3. Attitude have a intensity 4. Attitude have a degree 5. Attitude are learned
12.4 Functions of attitudes There are four types of function of attitude 1. Adjustment function: Adjustment function derives people toward pleasurable or rewarding object and away from unpleasant, undesirable wants. It serves the utilitarian concept of maximizing reward and minimizing punishment. 2. Ego defensive function: Attitude formed to protect the ego- or self image from threats help fulfill the defensive function. Actually many outward expressions of such attitudes reelected the opposite of what the person perceives himself to be.

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