Deck 3: Introduction to Affect and Cognition

Question 1

Which of the following occurs when parts of a knowledge structure are combined and given a new overall meaning?

A) Tuning
B) Restructuring
C) Schemas
D) Accretion
E) Scripts

Answer 1

A

Question 2

Which of the following affective responses produces the highest level of physiological arousal?

A) Specific feelings
B) Emotions
C) Evaluation
D) Moods
E) Beliefs

Answer 2

B

Question 3

Product involvement refers to:

A) the perceived complexity of the product.
B) the market position of the brand.
C) the personal relevance of the product.
D) only those products the consumer has previously purchased.
E) only very expensive products.

Answer 3

C

Question 4

Information-processing models attempt all of the following EXCEPT:

A) explain how consumers interpret information.
B) identify a sequence of affective interpretations and process it.
C) explain how product knowledge is retrieved from memory.
D) explain how interpretation, retrieval, and integration interact in decision-making.
E) explain how knowledge is integrated for evaluation/choice

Question 5

The affective system is characterized by all of the following EXCEPT:

A) it is largely reactive.
B) it is subject to little direct control.
C) it is not capable of being learned.
D) it is responsive to virtually any type of stimulus.
E) it produces physical reactions.

Question 6

The interpretation process begins with:

A) attention.
B) knowledge.
C) comprehension.
D) meanings.
E) beliefs.

Question 7

All of the following are true of cognitive systems EXCEPT:

A) consumers interpret virtually any aspect of the environment.
B) consumers interpret their own behavior and their own affective states.
C) consumers' interpretation can include deeper, symbolic meanings of products and behaviors.
D) consumers are always engaged in extensive cognitive activity.
E) consumers interpret the meanings of their own cognitions or beliefs.

Question 8

Consider few characteristics of a Nike shoe,like the lacing pattern,insole,and reinforced heel which can be interpreted as "good support for backpacking",is an

A) a schema.
B) tuning.
C) restructuring.
D) a script.
E) accretion.

Question 9

Which of the following statements is associated with cognitive interpretations of symbolic meanings?

A) Colors on a box of breakfast cereal.
B) Smell of your favorite cologne.
C) I drink a lot of Diet Pepsi.
D) Feel of your favorite pair of jeans.
E) Wearing a Rolex watch means you are successful.

Question 10

The factors composing the Wheel of Consumer Analysis are characterized by all of the following EXCEPT:

A) they interact with each other.
B) they influence one another.
C) they exhibit a reciprocal relationship.
D) they exhibit a continuous relationship.
E) they are capable of functioning in isolation.

Question 11

Product knowledge is retrieved from memory by this process.

A) Activation
B) Comprehension
C) Integration
D) Interpretation
E) Cognition

Question 12

Affective responses are least important in the purchase of:

A) pizza.
B) computer games.
C) sports cars.
D) office supplies.
E) wine.

Question 13

_____ involves extensive cognitive effort and substantial thinking and reasoning processes.

A) Tuning
B) Schemas
C) Restructuring
D) Scripts
E) Accretion

Question 14

Procedural knowledge is characterized by all of the following EXCEPT:

A) it can indirectly influence a consumer's affective responses.
B) it is stored in memory in an "if…then" format.
C) it links a concept/event with an appropriate behavior.
D) it is typically gained through experience.
E) it is a special type of proposition.

Question 15

Which cognitive activity occurs during all mental processes performed by cognitive system?

A) Understanding
B) Planning
C) Deciding
D) Evaluating
E) Thinking

Question 16

Which of the following process involves comparing alternative solutions to a problem in terms of their relevant characteristics and selecting the best alternative?

A) Evaluating
B) Understanding
C) Thinking
D) Planning
E) Deciding

Question 17

From the examples given below,which one is associated with cognitive interpretations of social stimuli?

A) This car gets 28 miles per gallon.
B) The salesperson was helpful.
C) I feel guilty about not sending mom a birthday card.
D) This sweater is made of lamb's wool.
E) I feel mildly excited and interested in a new store.

Question 18

Which of the following is a cognitive response?

A) Moods
B) Emotions
C) Beliefs
D) Evaluations
E) Feelings

Question 19

Which of the following statements is true about 'Evaluating'?

A) Determining how to solve a problem or reach a goal.
B) Interpreting, the meanings of specific aspects of one's environment.
C) Judging whether an aspect of the environment, or one's own behavior, is good or bad, positive or negative, favorable or unfavorable.
D) Comparing alternative solutions to a problem in terms of their relevant characteristics and selecting the best alternative.
E) The cognitive activity that occurs during all mental processes performed by cognitive system.

Question 20

Which processes are involved in forming brand attitudes and purchase intentions and play a critical role in understanding consumer behavior?

A) Classical conditioning
B) Interpretation
C) Integration
D) Activation
E) Evaluation

Question 21

Restructuring is rare and occurs only when existing knowledge structures become excessively large and cumbersome.

Question 22

Episodic knowledge concerns specific events in a person's life.

Question 23

Changes in consumers' values can precipitate a restructuring of consumers' product knowledge.

Question 24

Schema being the only type of knowledge structure,can be activated in decision-making situations,and it can influence cognitive processes.

Question 25

Vicarious product experiences occur through in-store trials and free samples.

Question 26

The four factors of the Wheel of Consumer Analysis do not interact and influence one another; hence it is easier to study each factor in isolation.

Question 27

Accretion involves extensive cognitive effort and substantial thinking and reasoning processes.

Question 28

When consumers acquire knowledge indirectly by observing others using the product it is known as vicarious product experience.

Question 29

Most operations of cognitive systems are unconscious.

Question 30

The affective and cognitive systems involve the same parts of the brain.

Question 31

When activated from memory,procedural knowledge can directly and automatically influence a person's overt behavior.

Question 32

Through automatic processing,various aspects of one's knowledge in memory can spring to mind during decision making.

Question 33

Affect and cognition are different types of psychological responses consumers can have in certain situations.

Question 34

Evaluations of products or other concepts are strong affective responses accompanied by high levels of arousal.

Question 35

Integration processes are useful in making only purchasing behavior choices.

Question 36

The affective system cannot plan,make decisions,or purposefully try to achieve some goal.

Question 37

The affective and cognitive systems involve different parts of the brain and are richly connected by neural pathways.

Question 38

Consumers' general knowledge is either episodic or semantic.

Question 39

The amount and intensity of cognitive processing is uniform across situations,products,and consumers.

Question 40

Product knowledge that is activated from memory has the potential to influence interpretation and integration processes.

Question 41

Distinguish between affect and cognition.Why are these factors important to the marketer?

Question 42

Briefly identify the five basic characteristics associated with the affective system.What advantages/disadvantages are associated with the marketer's attempts to appeal to this system?

Question 43

_____ concerns people's interpretations of relevant information in their environments.

Question 44

Why must the marketer be concerned with both the affective and the cognitive systems? How can metaphors assist in this effort?

Question 45

Interpretation processes involve two related cognitive processes: _____ and comprehension.

Question 46

Briefly describe the three types of cognitive learning.

Question 47

Cognitive systems create _____ that organize and link many types of knowledge together.

Question 48

_____ refers to how product knowledge is retrieved from memory for use in interpreting and integrating information.

Question 49

Interpretation and integration are influenced by _____,meanings,and beliefs in memory.

Question 50

Briefly explain the role of the cognitive system and identify the higher mental processes involved.Of what significance is this system to the marketer?

Question 51

The two types of knowledge structures which people have are schemas and _____.

Question 52

List the four types of affective responses and explain their level of physiological arousal.

Question 53

Explain cognitive learning.

Question 54

Describe the two types of knowledge.

Question 55

The cognitive system performs the higher mental processes of understanding,_____,planning,deciding,and thinking.

Question 56

Consumers have little control over the process of _____,which occurs unconsciously and automatically.

Question 57

_____ occurs when people interpret information in the environment and create new knowledge or meaning.

Question 58

Consumer behavior situations can be analyzed in terms of four elements: behavior,environment,_____,and the internal factors of affect and cognition.

Question 59

Briefly describe schemas and scripts.Why are these concepts important to the marketer?

Question 60

Explain the product knowledge and involvement element of the model of consumer decision making.