| A | B |
|---|
| CLASSICAL CONDITIONING | conditioning due to paired stimuli; studied by Pavlov & Watson |
| CLUTTER | excessive advertising which makes it difficult to perceive one particular ad |
| FRONTAL LOBE | the cerebral lobe which processes emotion |
| OCCIPITAL LOBE | the cerebral lobe which processes vision |
| TEMPORAL LOBE | the cerebral lobe which processes hearing |
| HIPPOCAMPUS | the part of the brain that consolidates memory |
| ZAP | when a consumer ignores an advertisement |
| LIMBIC SYSTEM | the thalamus, hypothalamus and amygdala form this system |
| MNEMONIC | a technique for improving memory |
| MRI | a brain scanning technique which can show a consumer's interest in a product |
| ILLUSION | a mismeasurement of a stimulus |
| INSTINCT | an inherited behavior which is complex and rigidly patterned |
| OPERANT CONDITIONING | conditioning using reinforcement, studied by Skinner |
| NEGATIVE REINFORCEMENT | removal of an adversive stimulus |
| WATSON | pioneer U.S. psychologist, studied classical conditioning, went into advertising |
| SKINNER | U.S. psychologist who developed operant conditioning |
| PAVLOV | Russian physiologist who studied classical conditioning |
| SUBLIMINAL | perception below the conscious level |
| PSYCHOPHYSICS | the scientific study of sensation |
| PROSPECTIVE MEMORY | memory for future acts & intensions |
