2. Information Processing Models: 2.1 Categorization and Schema Theories

Question 1

Types of Human memory

Answer 1

Cognitive psychologists describe various types of memory and thus different types of learning.

Question 2

Cognitive Networks

Answer 2

Individual knowledge units in the network of structural conceptual knowledge: mental concepts, categories and schemas

Question 3

Semantic Networks Models

(a) Concepts

Answer 3

The human semantic memory is organized as a network that includes: factual knowledge, integration rules and analytical problem solving patterns

Associative network: (which is composed of nodes and links) 


• Nodes represent individual concepts (e.g. attributes, objects) and are linked
• through associations/ connections of different type and intensity
• hierarchical structure is assumed

Question 4

Piecemeal- and Category-Based Information Processing

(b) Category

Definition: Categorization

Answer 4

Categorization:

• Evaluating whether a new stimulus is congruent or incongruent to existing schemas in mind
• Process runs automatically, without cognitive control

Question 5

Exmple:

1. Category-based processing
2. Piecemeal-based processing

Answer 5

Category-based processing:

• General image is transferred on the product, e.g., your thoughts about hospitals, doctors. You transfer all this on the ad and the brand without much thinking.
• Or maybe, you look on whether the ad is typical for advertising and transfer your category knowledge of advertising on the ad.

Piecemeal-based processing:

• If a person perceives incongruence (and is also willing to use some cognitive effort), the person will use piecemeal-based processing: Read the ad carefully through, evaluate what the message is, e.g., realize it’s black humor, a sign of cultural knowledge … and whether she likes this.

Question 6

Schema Theory

(c) Schema

Adaption

Answer 6

Assimilation:

• new stimuli will be integrated into existing category
• if necessary will be reinterpreted (existing schemas sufficient)

Accommodation:

• if a new stimulus does not fit into existing schemas (assimilation), they must be extended, or a new schema is established (accommodation)
• accommodation occurs when assimilation fails


Question 7

Schema-Congruity-Effect

Answer 7

Congruity:

Information about a new stimulus is congruent with expectations for a stimulus category

• positive sense of familiarity (weak)
• this feeling spills over to the new stimulus

Moderate Incongruity:

The constellation is somewhat surprising.

• people perceive such stimuli as interesting
• an explanation for the incongruity can be found by increasing cognitive effort
• the stimulus can be included in an existing category (= assimilation)
• because the recipient has an experience of success, a positive emotion results

Strong Incongruity:

Strong mismatch between a new stimulus and expectations.

• the recipient can either assign the stimulus to an alternative schema, try to expand an existing schema or form a subschema (= accommodation)
• if he succeeds, he feels a strong positive emotion 

• if he fails, a feeling of frustration and helplessness occurs;