Deck 4: Comprehension, Memory, and Cognitive Learning

Question 1

Consumers display greater recall of an intended message when information is presented in sequence rather than in intervals.

Answer 1

False
Consumers display greater recall of an intended message when information is presented in intervals rather than in sequence.

Question 2

Positively framed information primes losses,which consumers want to avoid,and encourages consumers to be more willing to take a chance on a product.

Answer 2

False
Negatively framed information primes losses,which consumers want to avoid,and encourages consumers to be more willing to take a chance on a product.

Question 3

Hemispheric lateralization influences metaphor comprehension.

Answer 3

True

Question 4

Right-brain-dominant consumers tend to deal better with verbal processing (words),whereas left-brain-dominant consumers tend to be visual processors.

Question 5

Marketers should maximize incongruity in marketing messages if the primary goal is to create a favorable attitude rather than increased comprehension.

Question 6

Internal factors within the consumer powerfully influence the comprehension process.

Question 7

Consumers display a preference for things that are consistent with their prior knowledge.

Question 8

Consumers derive meaning from both the actual text of a message and the visual presentation of the message.

Question 9

Consumers who are right brain dominant may respond particularly well to metaphors.

Question 10

The physical characteristics of a message refer to the elements of a message that one senses directly.

Question 11

Research suggests that traditional cigarette warning labels have a significant impact on consumer behavior.

Question 12

In a message,everything besides the figure should be less important and simply represent the ground (or background)relative to the central message.

Question 13

Consumers prefer objects that are consistent with the golden section.

Question 14

Consumers tend to comprehend and remember more from an ad that is presented with congruent material surrounding it.

Question 15

Rumination is the process by which continuous exposure to a stimulus affects the comprehension of and response to some stimulus.

Question 16

Generally speaking,the greater the movement,the larger the picture,or the louder the sound,the less likely a consumer is to attend and comprehend something from a message.

Question 17

Consumers can realize value even without an ability to assign meaning to the things consumed.

Question 18

Consumers must comprehend marketing messages in order to learn the intended value of a product.

Question 19

Comprehension applies not only to consumer learning but to consumers' attitudes as well.

Question 20

In terms of comprehension,familiarity can increase a consumer's motivation to process a message.

Question 21

Consumers who reach the elaboration stage are least likely to meaningfully encode information so that intentional retrieval becomes impossible at a later stage.

Question 22

Workbench memory has limited capacity.

Question 23

Cognitive interference provides the deepest comprehension and greatest chance of accurate recall.

Question 24

Repetition is the best form of learning.

Question 25

Knowledge in long-term memory is stored in an associative network.

Question 26

Declarative knowledge is represented in an associative network when two nodes are linked by a path.

Question 27

Positively framed information generally has a greater impact on consumers.

Question 28

A memory trace is a mental path by which some thought becomes dormant.

Question 29

The more involved a consumer is with a message,the lesser will be the capacity of his workbench memory.

Question 30

A chunk includes seven memory units.

Question 31

Intentional learning can be based solely on sensory memory.

Question 32

If consumers do not tag information in a meaningful way,the encoding process results in errors.

Question 33

Barring some physical incapacity,long-term memory represents permanent information storage.

Question 34

With elaboration,increased information is retrieved from long-term memory and attached to the new information and understanding.

Question 35

Sensory memory is considered to be preattentive.

Question 36

Prototypes present concepts in an associative network.

Question 37

The strength of sensory memory is duration,but the weakness is capacity.

Question 38

Workbench memory has unlimited duration.

Question 39

Retrieval is the process by which information is transferred back into workbench memory for additional processing when needed.

Question 40

When a consumer retrieves information from long-term memory,it is processed once again in sensory memory.

Question 41

Attempts to demarket a product can be implemented by stigmatizing consumption with a negative stereotype.

Question 42

Miss,a popular brand of women's clothing,introduces a new line of luxury evening wear.Management at Miss intends to market the new collection as lavish,sophisticated,and ultra feminine.Which of the following print media advertisements is most likely to have the intended effect?

A) An ad featuring a model in an orange dress with the brand logo in block font as the background
B) An ad featuring a model as a tiny figure in the periphery against a huge building
C) An ad featuring a model in a gold dress with the brand logo in script font as the background
D) An ad featuring a model in a brown dress with the brand logo in script font as the background
E) An ad featuring a model in a brown dress against a signage with large numerals quoting the price of the dress

Question 43

_____ refers to the interpretation or understanding that a consumer develops about some attended stimulus based on the way meaning is assigned.

A) Attention
B) Exposure
C) Comprehension
D) Elaboration
E) Sensation

Question 44

Consumers derive expectations for service encounters from scripts.

Question 45

_____ represents the extent to which a message is internally consistent and fits surrounding information.

A) Message congruity
B) Message visibility
C) Message attractiveness
D) Message complexity
E) Message acceptability

Question 46

A social schema is the cognitive representation that gives a specific type of person meaning.

Question 47

In a marketing message,the amount of knowledge that a source is perceived to have about a subject is referred to as _____.

A) congruity
B) expertise
C) trustworthiness
D) visibility
E) intelligence

Question 48

A script is a schema representing an event.

Question 49

When consumers believe that they will get 50 percent off on the purchase of a second item of equal or lesser value after reading an advertisement for a clothing store,_____ of the marketing message has occurred.

A) sensitization
B) distinction
C) habituation
D) rumination
E) comprehension

Question 50

Advertisements for hygiene products like toothpaste and soap tend to feature doctors as spokespersons endorsing the products.Consumers perceive these doctors to possess a substantial knowledge on health and hygiene.Which of the following characteristics of the message source is represented by this example?

A) Expertise
B) Congruity
C) Visibility
D) Attractiveness
E) Simplicity

Question 51

A schema is a type of associative network that works as a cognitive representation of a phenomenon that provides meaning to that entity.

Question 52

Social memory refers to the memory for past events in one's life.

Question 53

Which of the following is true of the physical characteristics of a message?

A) Consumers' attention and comprehension become less likelier as pictures in messages get larger or movements become more intense.
B) Consumers' comprehension is not influenced by the use of colors in marketing messages.
C) Consumers derive meaning from the actual text of a message and the visual presentation of the message.
D) Consumers' comprehension of a message is not influenced by the physical characteristics of the message.
E) Consumers display greater recall of an intended message when information is presented in sequence rather than in intervals.

Question 54

Which of the following is true of consumer comprehension?

A) Consumer comprehension process is not influenced by internal factors within the consumer.
B) Consumer comprehension does not include affective components as it is based only on the consumer's cognitive aspects.
C) Consumers' comprehension of marketing messages does not always occur in the way they are intended to.
D) Consumer comprehension rarely goes beyond the explicit content of the marketing message.
E) Consumer comprehension is not essential for the realization of value in the consumption process.

Question 55

A social stereotype captures the role expectations of a person of a specific type.

Question 56

The management at Drops & Dew,a newly established winery,uses an ad showing kids roller-skating and sipping wine with rap music in the background.Which of the following is most likely to be the consumers' response toward the advertisement?

A) Consumers will process the information presented more deeply.
B) Consumers' comprehension of the product will decrease due to message incongruity.
C) Consumers will develop a favorable attitude toward the product presented.
D) Consumers' attitude will be more favorable as the message source is credible.
E) Consumers' will purchase the product because the message source is trustworthy.

Question 57

Every concept within a consumer's associative network is linked to every other concept.

Question 58

A node is a concept within a schema that is the single best representative of some category.

Question 59

According to which of the following theories,communications provide information in ways beyond the explicit or obvious content of a message?

A) Signal theory
B) Habituation theory
C) Dual-coding theory
D) Prospect theory
E) Multiple store theory

Question 60

Paths show the association between nodes in an associative network.

Question 61

Which of the following is true of sensory memory?

A) It has limited capacity.
B) It has unlimited duration.
C) It is considered to be preattentive.
D) It uses semantic coding to store information.
E) It uses the same distinctive mechanism for different sensory information.

Question 62

Henry's 80-year-old grandfather,Tim,has a passion for technology.He can operate Henry's new iPhone with ease.This leaves his grandson completely astounded as Tim grew up in the country with no exposure to technology.Moreover,he has had no formal education.Which of the following message receiver characteristics is most likely to explain Tim's comprehension of the new iPhone?

A) Level of dissonance
B) Level of familiarity
C) Level of expectation
D) Level of involvement
E) Level of congruity

Question 63

Which of the following is true of negatively framed information?

A) It has a lesser impact on consumers than positively framed information.
B) It primes gains rather than losses.
C) It makes consumers less willing to take risks.
D) It increases consumers' perceived value of a product.
E) It facilitates consumers' negative information bias toward the product.

Question 64

The amount of information available for a consumer to process within a given environment is known as information _____.

A) assurance
B) bias
C) retrieval
D) intensity
E) hoarding

Question 65

If a consumer develops thoughts that contradict a marketing message,then he/she is said to have developed _____ arguments toward the message.

A) futile
B) practical
C) fallible
D) parallel
E) counter

Question 66

The process by which continuous exposure to a stimulus affects the comprehension of and response to the stimulus is known as _____.

A) lateralization
B) stimulation
C) expectation
D) sensitization
E) habituation

Question 67

Which of the following theories views the memory process as utilizing three different storage areas-sensory memory,workbench memory,and long-term memory-within the brain?

A) The fuzzy trace theory of memory
B) The multicomponent model of working memory
C) The dual coding theory of memory
D) Baddelay's model of working memory
E) The multiple store theory of memory

Question 68

Which of the following TV ads for Shine,a toothpaste brand,is likely to hold more appeal for a consumer who is right-brain dominant than for a consumer who is left-brain dominant?

A) An ad where a dentist clinically explains why Shine is the best toothpaste
B) An ad where a family sings the reason why Shine is their favorite toothpaste
C) An ad which shows the Shine toothpaste being used by a dentist to clean giant-sized dentures
D) An ad where an elderly couple talks about how their teeth are still very strong because of Shine
E) An ad which talks about the advantages of a fluoride-free toothpaste

Question 69

In a marketing message,_____ refers to the consumers' perception of how honest and unbiased the source is.

A) visibility
B) attractiveness
C) expertise
D) trustworthiness
E) congruity

Question 70

Which of the following theories hypothesizes that the way in which information is framed differentially affects risk assessments and any associated consumer decisions?

A) Signal theory
B) Habituation theory
C) Dual coding theory
D) Multiple store theory
E) Prospect theory

Question 71

Energizer batteries used to feature the Energizer bunny in its TV commercials,often in unexpected ways to catch viewers off-guard.Boring commercials of fake brands and mundane products like a hemorrhoid ointment would be interrupted by the sudden appearance of the Energizer bunny banging a drum.Initially,viewers would sit up and watch.However,after they had been exposed to the commercial many times,they began to expect the appearance of the bunny and tended to tune out the commercial.The consumers' response to this over-exposure is an example of _____.

A) anticipation
B) adaptation
C) habituation
D) sensitization
E) lateralization

Question 72

Belief of what will happen in a future situation is known as _____.

A) accommodation
B) rumination
C) sensitization
D) expectation
E) habituation

Question 73

Brain dominance refers to the phenomenon of hemispheric _____.

A) infarction
B) lateralization
C) synchronization
D) specialization
E) adaptation

Question 74

Beverage marketers have realized for decades that packaging plays a major role in how beverages are perceived.In fact,studies indicate that consumers cannot even identify their "favorite" brand of beer without the package/label.This sort of association is created because of consumers' _____.

A) low level of involvement
B) congruity
C) expectations
D) low level of knowledge
E) sensitization

Question 75

Which of the following statements is true of message receiver characteristics?

A) Less-intelligent consumers tend to comprehend messages more accurately than intelligent consumers as they put in more effort in the comprehension process.
B) Highly involved consumers tend to pay less attention to messages as they are too involved with their own things.
C) High levels of familiarity always increases consumer comprehension as consumers are more inclined toward the familiar.
D) Consumers' beliefs of what will happen in a future situation have an impact on their comprehension of the environment.
E) Consumers who are left-brain dominant tend to be visual processors often favoring images for verbal communication.

Question 76

The psychological process by which knowledge is recorded is known as _____.

A) attention
B) perception
C) memory
D) motivation
E) epistemology

Question 77

The phenomenon in which the meaning of something is influenced by the information environment is called _____.

A) framing
B) positioning
C) signaling
D) prospecting
E) distorting

Question 78

Alice,a five-year-old,used to cry and protest whenever her mother took her to the dentist for monthly dental checkups.After a dozen visits,however,she stopped crying,even though Alice admits that she still does not like going to the dentist.This change in Alice's response to dental visits is an example of _____.

A) anticipation
B) lateralization
C) rumination
D) expectation
E) habituation

Question 79

The cognitive process in which active concepts frame thoughts and therefore affect both value and meaning is known as _____.

A) priming
B) signaling
C) prospecting
D) assimilating
E) positioning

Question 80

Joanna bargain hunts for all her purchases.She once bought a T-shirt that was being sold for $50 and perceived it to be a good deal as everything else was priced higher.However,on her next shopping trip,she dismissed the same t-shirt as expensive as the other apparels were being sold at prices much lower than $50.Joanna's varying interpretation of the value and meaning for the same product is an example of _____.

A) prospecting
B) sensitizing
C) priming
D) distorting
E) contrasting