- Learning versus perception - Elements of consumer perception (exposure, attention, comprehension) - Consumer perception phases (sensing, organizing, reacting) - Organizational reactions o anthropomorphism - Selective perception (exposure, attention, distortion) - Subliminal processing - JND - Weber's Law - Marketing implications - JMD - Implicit versus explicit memory - Mere exposure effect - Mere association effect - Product placement - Ways to enhance consumer attention - Intentional versus unintentional learning - Learning theories - Classical conditioning - Instrumental conditioning - Shaping - Nudge Marketing CHAPTER 4 - Comprehension - Factors affecting comprehension (Know all in detail) - Characteristics of the message, message receiver, communication environment - Application of Prospect Theory to Framing - Multiple store approach to memory - Know characteristics of each memory phase - Iconic/Echoic storage - How mental processes (4) affect learning (marketing implications) - Elaboration/personal elaboration - Associative Networks - Declarative knowledge, nodes, paths - Schema, Exemplar, Prototype, Script - Episodic memoryostalgia - Social Schema/Social identity