MKT 400 Lecture Notes - Lecture 3: Semantic Network, Stereotype, Spreading Activation

• School: Ryerson University
• Department: Marketing
• Course: MKT 400
• Professor: Steven Chuang

Document Summary

What influences comprehension: comprehension: the way people cognitively assign meaning to (i. e. understand) things they encounter. Internal factors within the consumer powerfully influence the comprehension process: comprehension includes both cognitive and affective elements (the process of comprehension involves both thoughts and feelings, every message sends signals. Signal theory: explains ways in which communications convey meaning beyond the explicit or obvious interpretation: factors affecting consumer comprehension, characteristics of the message. Physical characteristics: tangible elements or the parts of a message that can be sensed. Simplicity-complexity -> the simpler the message, the more likely a consumer develops meaningful comprehension (e. g. fat free replaces complicated terms) Message congruity: the extent to which a message is internally consistent and fits surrounding information. Intelligence/ability -> well-educated consumers are likely to accurately comprehend a message. Prior knowledge -> pre-existing knowledge provides resources, or a way through which other stimuli can be comprehended. Involvement -> highly involved consumers tend to pay more attention to messages.