MGMC02H3 Chapter Notes - Chapter 4: Toothpaste, Critical Role, Fax
Document Summary
Knowledge content information we already have in memory. Knowledge structure how consumers organize knowledge: organize into categories, storing similar things in the same category. Whitening toothpaste toothpaste dental hygiene products. Categorziation the process of labeling or identifying an object. Involves relating what we perceive in our external environment to what we already know: we might label trident gum as a dental hygiene product instead of a candy product. Comprehension the process of deepening understanding. Involves using prior knowledge to understand more about what we have categorized. We say we know something when we have encountered it before and have somehow come to understand what it means and what it is like. Knowing therefore has to do with our prior knowledge: what we have encountered (knowledge content, the way the knowledge is organized (knowledge structure) Schema the set of associations lined to a concept: banana yellow, 100 calories, bruises easily.
