Deck 4: Comprehension, Memory, and Cognitive Learning

Question 1

Comprehension involves both cognitive and affective elements.

Answer 1

True

Question 2

Factors that influence comprehension can be divided into three categories: characteristics of the message, characteristics of the message receiver, and characteristics of the environment.

Answer 2

True

Question 3

Consumers associate likeability, expertise, and trustworthiness of a source with credibility.

Answer 3

False
Consumers associate expertise and trustworthiness with credibility. Like likeability, credible sources tend to lower the chances that consumers will develop counterarguments toward a message.

Question 4

Contexting is the term that captures the idea that the same information can take on different meanings based on the way in which the information is presented.

Question 5

Environment density refers to the amount of information available for a consumer to process within a given environment.

Question 6

Likeability of a source can influence message comprehension.

Question 7

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

Question 8

Priming theory hypothesizes that the way in which information is framed differentially affects risk assessments and any associated consumer decisions.

Question 9

Thoughts that contradict a message are called negative arguments.

Question 10

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

Question 11

Ground is the term representing the object that is intended to capture a person's attention, the focal part of any message.

Question 12

The level of a stimuli to which a consumer has become accustomed is called the habituation level.

Question 13

The process of comprehension is influenced very little by internal factors within the consumer.

Question 14

Generally speaking, the larger the font, the larger the picture, or the more intense the sound, the less likely a consumer is to comprehend something from a message.

Question 15

The physical characteristics of a message refer to its attributes that are sensed directly.

Question 16

Before a consumer goes to a spa, she believes the environment will be soothing and she will be relaxed after receiving a massage. These beliefs form her expectations of what will happen during and after her spa experience.

Question 17

Cognitive learning focuses on mental processes occurring as consumers comprehend and elaborate upon information that they receive.

Question 18

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

Question 19

Attribution theory tells us that communications provide information in ways beyond the explicit or obvious content.

Question 20

Cognitive learning takes place through information processing.

Question 21

A memory code is the mental path by which some thought becomes active.

Question 22

A declarative network is a network of mental pathways linking knowledge within memory.

Question 23

Comprehension is the psychological process by which knowledge is recorded.

Question 24

A tag is a small piece of coded information that helps a particular piece of knowledge get retrieved.

Question 25

Long-term memory is a repository for all information that a person has encountered.

Question 26

Prototypes present concepts in an associative network.

Question 27

Negatively framed information often leads consumers to be less willing to take risks.

Question 28

Dual coding occurs when two different sensory traces are available to remember something.

Question 29

Iconic storage is the storage of auditory information in sensory memory.

Question 30

Combining is the process of grouping stimuli by meaning so that multiple stimuli can become a single memory unit.

Question 31

Primary memory is the area in memory where the things that we encounter with any of the five human senses are stored.

Question 32

Imperative knowledge refers to cognitive components that represent facts.

Question 33

Sensory memory has unlimited capacity and duration.

Question 34

Cognitive coding is the process by which information is transferred from workbench memory to long-term memory for permanent storage.

Question 35

The duration of workbench memory is unlimited but capacity is limited.

Question 36

The multiple store theory of memory views the memory process as utilizing four different storage areas within the human brain.

Question 37

Workbench memory is short-term.

Question 38

Rumination means stimuli are converted to meaning that can be expressed verbally.

Question 39

To really learn something, you should repeat it over and over.

Question 40

Nostalgia is a yearning to relive past events.

Question 41

Social stereotype is another word for social schema.

Question 42

A schema represents a consumer's entire associative network.

Question 43

Which of the following is an environmental characteristic affecting consumer comprehension?

A) figure-ground
B) involvement
C) framing
D) brain dominance
E) physical limits

Question 44

All of the following are characteristics of the message that influence comprehension EXCEPT _____.

A) physical characteristics
B) habituation
C) congruity-incongruity
D) message source
E) figure-ground

Question 45

_____ refers to the interpretation or understanding that a consumer develops about some attended stimulus in order to assign meaning.

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

Question 46

Which of the following statements is FALSE regarding comprehension?

A) Comprehension is not influenced by external factors within the consumer's environment.
B) Comprehension includes both cognitive and affective elements.
C) Consumers don't always comprehend messages in the intended way.
D) The process of comprehension is largely influenced by other internal factors within the consumer.
E) all of these statements are true regarding comprehension

Question 47

All of the following are message receiver characteristics affecting comprehension EXCEPT _____.

A) information intensity
B) intelligence
C) involvement
D) expectations
E) brain dominance

Question 48

When consumers read an advertisement for a clothing store and believe they will get 50 percent off of the purchase of a second item of equal or lesser value, _____ has occurred.

A) elaboration
B) affect referral
C) cognitive signaling
D) rumination
E) comprehension

Question 49

Which theory tells us that communications provide information in ways beyond the explicit or obvious content of a message?

A) Signal Theory
B) Elaboration Likelihood Theory
C) Dual-coding Theory
D) Prospect Theory
E) Schemata Theory

Question 50

Paths show the association between nodes in an associative network.

Question 51

A print advertisement for Nivea skin lotion uses pastel colors and script-type fonts to make it appear feminine. These tangible attributes of the ad that are sensed directly are examples of which characteristic of the message that influences comprehension?

A) figure-ground
B) discriminators
C) message source
D) congruity-incongruity
E) physical characteristics

Question 52

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

Question 53

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

Question 54

An exemplar is a concept within a schema that is the single best representative of some category.

Question 55

A script is a schema representing an event.

Question 56

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

A) Message congruity
B) Figure
C) Ground
D) Message complexity
E) Message simplicity

Question 57

Personal elaboration provides the deepest comprehension and greatest chance of accurate recall.

Question 58

All of the following are true regarding physical characteristics of a message EXCEPT _____.

A) Generally speaking, the greater the movement, the larger the picture, or the louder the sound, the more likely a consumer is to attend and comprehend something from a message.
B) Color affects the likelihood of gaining a consumer's attention, but it rarely has an impact on comprehension.
C) Consumers derive meaning from both the actual text of a message and the visual presentation of the message, such as font styles.
D) Numbers give marketers a better opportunity to shape the intended meaning of a brand.
E) Consumers display greater recall of an intended message when information is presented in intervals rather than in sequence.

Question 59

Continuation refers to the extent to which a consumer continues processing a message even after an initial understanding is achieved in the comprehension stage.

Question 60

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

Question 61

Which message source characteristic refers to the amount of knowledge that a source is perceived to have about a subject?

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

Question 62

A television commercial for a travel agency featuring a trip to Italy included Italian music in the background and showed diners in a restaurant with red and white checkered table cloths found in so many Italian restaurants. This is an example of which message characteristic that influences comprehension?

A) priming
B) simplicity
C) familiarity
D) stereotype
E) message congruity

Question 63

All of the following statements regarding message receiver characteristics are true EXCEPT _____.

A) Intelligent, well-educated consumers are more likely to accurately comprehend a message than are less-intelligent or less-educated consumers.
B) Highly involved consumers tend to pay more attention to messages and exert more effort in comprehending messages.
C) Consumers tend to like the familiar, but high levels of familiarity may actually reduce comprehension.
D) Left-brain dominant consumers tend to be visual processors and favor images for communication.
E) Expectations can impact comprehension.

Question 64

Which of the following is the object that is intended to capture a person's attention in the message?

A) ground
B) focal point
C) zone
D) figure
E) frame

Question 65

A television commercial shows a car driving on a curvy road. The camera pans out to show the car zooming around the curves and then zooms in to show both the exterior and the interior of the car close up. In terms of message characteristics influencing comprehension, the car represents the _____ in the advertisement.

A) ground
B) focal point
C) figure
D) source
E) primary element

Question 66

Lori read an article in a health magazine that reported on a study that found exercisers who ate oatmeal for breakfast were able to workout twice a long as those who ate eggs for breakfast. Lori had eaten oatmeal that morning and noticed that she still had a lot of energy when she finished her workout that day. She also thought that she was more focused on her work as well and attributed it to eating oatmeal that day. Lori's thoughts represent which type of thoughts after being exposed to the article about the benefits of eating oatmeal on exercise performance?

A) congruent arguments
B) source congruency
C) habituated thoughts
D) internalized thoughts
E) support arguments

Question 67

Kevin and a friend were watching a TV commercial for a product that he recently purchased and was not satisfied with because it did not live up to the claims made in the ad, so he told his friend that the product doesn't really work as well as the ad claims. His thoughts that contradict the message are called _____.

A) contradictions
B) counterpoints
C) counterarguments
D) contraindications
E) dostats

Question 68

Energizer batteries used to feature the Energizer Bunny in television commercials, often in unexpected ways to catch viewers off-guard. Commercials seemed to be boring commercials about a fake brand of a mundane product like hemorrhoid ointment, when all of a sudden the Energizer Bunny would come on the screen banging a drum. After a while, though, consumers had been exposed to the commercial so many times that they began to expect the bunny to march into the picture beating his drum so they tended to tune the commercial out. Consumers' response to this over-exposure represents the process of _____.

A) shaping
B) adaptation
C) habituation
D) desensitization
E) framing

Question 69

A source's effectiveness in gaining comprehension can be impacted by which factor?

A) likeability
B) trustworthiness
C) attractiveness
D) expertise
E) all of these choices

Question 70

Which of the following is the level of stimuli to which a consumer has become accustomed?

A) habituation level
B) absolute level
C) primed level
D) adaptation level
E) framed level

Question 71

Thoughts that further support a message are called _____.

A) support arguments
B) congruent arguments
C) synergistic thoughts
D) consistent thoughts
E) extensions

Question 72

_____ refers to the extent to which a consumer likes the message source.

A) Likeability
B) Trustworthiness
C) Attractiveness
D) Expertise
E) Compatibility

Question 73

The background in a message is referred to as _____.

A) ground
B) frame
C) zone
D) secondary element
E) context

Question 74

Most television commercials for car dealerships include a person walking by the cars in the lot almost yelling about price deals. Consumers have come to expect this in car dealership commercials, which is referred to as a(n) _____ level.

A) habituation
B) absolute
C) adaptation
D) primed
E) framed

Question 75

An advertisement for Corona beer shows a couple lounging in beach chairs on a beautiful beach. The water is crystal clear, the sky is brilliantly blue, and the sand is white. With respect to message characteristics that influence comprehension, the water, sand, and sky represent the _____ in the message.

A) ground
B) frame
C) figure
D) secondary elements
E) context

Question 76

Thoughts that contradict a message are called _____.

A) contradictions
B) counterpoints
C) contraindications
D) counterarguments
E) exceptions

Question 77

Which two message source characteristics do consumers associate with credibility?

A) likeability and attractiveness
B) attractiveness and expertise
C) congruency and expertise
D) trustworthiness and likeability
E) expertise and trustworthiness

Question 78

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

A) shaping
B) adaptation
C) expectation
D) framing
E) habituation

Question 79

Which source characteristic refers to how honest and unbiased the source is perceived to be?

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

Question 80

Some advertisements for prescription drugs use doctors as their spokesperson. Consumers perceive these doctors to have a substantial amount of knowledge about health. Which source characteristic does this represent?

A) expertise
B) congruity
C) likeability
D) attractiveness
E) priming