Psychology of Communication and Neuromarketing Practice Flashcards

Flashcard deck covering the key concepts of the Psychology of Communication and Neuromarketing, including theoretical models, brain functions, and cognitive biases.

Neuromarketing

A field that applies neuroscience to marketing by measuring sensorimotor, cognitive, and affective reactions of consumers to marketing stimuli.

Black Box

A metaphor used to describe the human brain as a system whose internal workings are measured to understand consumer responses.

Hypodermic or Bullet Theory

A theory suggesting that communication messages are received in the same way by all people, leading to immediate and direct responses.

Agenda Setting Theory

The process by which media defines the most important issues by the amount of space and emphasis given to specific news items.

Mainstreaming

A process from Cultivation Theory where frequent television viewing leads to a homogenized conception of the world among viewers.

Absolute Threshold

The lowest level of energy or stimulation required for an individual to consciously perceive a stimulus.

Differential Threshold

The minimum amount of change in a stimulus required for a subject to perceive the difference between two stimuli, governed by the Weber-Fechner Law.

Mere Exposure Effect

A phenomenon studied by Zajonc where previous exposure to a message or object makes it more familiar and agreeable even at a subliminal level.

Physiological Threshold

A level of stimulation above the absolute threshold but below conscious perception that triggers an unconscious physiological response.

Lobo Frontale (Frontal Lobe)

The largest brain area responsible for planning, decision-making, and converging data from sensations, emotions, and thoughts.

Amygdala

An ovoid subcortical structure responsible for processing emotions (especially negative ones), olfactory stimuli, and forming emotional memories.

Insula

A brain area linked to emotions, self-awareness, and decision-making; it evaluates hedonic experiences and activates more intensely when decisions are risky.

AIDA Model

A rationalistic advertising model representing the stages of Attraction, Interest, Desire, and Action.

Unique Selling Point (USP)

A concept by Rosser Reeves suggesting that effective advertising should focus on a single, specific feature or argument of a product.

Homo Oeconomicus

A classical economic model viewing the consumer as a rational subject who makes calculations of convenience and utility.

Heat Map

An eye-tracking output that uses a color scale (red to green) to show the number or duration of fixations on specific visual elements.

Scan Path

An eye-tracking visualization consisting of circles (fixations) and lines (saccades) showing the chronological path the eye takes across a stimulus.

System 1

According to Kahneman, a fast, automatic, instinctive, and unconscious mental process used for quick responses and survival.

System 2

According to Kahneman, a slow, faticous, reflective, and conscious cognitive process used for complex problem-solving.

Selective Perception

A process where the sensory system filters information based on current emotions, interests, needs, and desires of the consumer.

Cognitive Dissonance

A state of psychological discomfort caused by holding conflicting choices or beliefs, which people resolve by changing opinions or creating justifications.

Elaboration Likelihood Model (ELM)

A dual-process theory by Petty and Cacioppo suggesting persuasion occurs via a Central Route (reflective) or a Peripheral Route (heuristic).

Nudging

A strategy of 'gentle pushing' that influences behavior through environmental stimulation without restricting free choice or requiring cognitive effort.

Implicit Association Test (IAT)

A tool used to measure the strength of automatic associations between concepts and evaluations by analyzing response times.

Mirror Neurons

Visuo-motor neurons that activate both when an individual performs an action and when they observe someone else performing it.

Big Five Theory

A personality model measuring five broad traits: Extraversion, Agreeableness, Conscientiousness, Neuroticism, and Openness to Experience.

Oxytocin

Commonly known as the 'trust hormone,' it promotes empathy and social bonding while inhibiting the memorization of negative experiences.

Primacy Effect

The tendency to remember information or words presented at the beginning of a sequence better than those in the middle.

Recency Effect

The tendency to remember information or words presented at the end of a sequence better than those in the middle.

Fear Arousal Appeal

A communication style that uses high-intensity negative emotions to discourage dangerous behaviors by showing potential threats.

Transduction

The biological process of converting physical energy from a stimulus into nervous signals sent to the brain.

Secondary Emotions

Complex emotions that result from the combination of basic emotions and are influenced by cultural, historical, and educational contexts.

Locus of Control

A personality trait reflecting whether an individual attributes life events to internal abilities or external factors like luck and fate.