Deck 4: Comprehension, Memory, and Cognitive Learning

Question 1

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

Answer 1

True

Question 2

Knowledge in long-term memory is stored in echoic storage.

Answer 2

False

Question 3

Personal elaboration means that other things are vying for processing capacity when a consumer rehearses information.

Answer 3

False

Question 4

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

Question 5

A prototype can differ from one person to another based on their unique experiences.

Question 6

Every time a consumer encounters a supportive instance of declarative knowledge, that knowledge becomes stronger.

Question 7

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

Question 8

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

Question 9

Habituation refers to unintentional, spontaneous, recurrent memory of past and sometimes long-ago events that are not necessarily triggered by anything in the environment.

Question 10

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

Question 11

In the context of declarative knowledge, paths represent concepts in an associative network.

Question 12

Consumers who reach the elaboration stage are least likely to meaningfully encode information.

Question 13

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

Question 14

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

Question 15

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

Question 16

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

Question 17

Consumers derive expectations for service encounters from scripts.

Question 18

A chunk includes seven memory units.

Question 19

The more natural a font used for a logo appears, the more positive the brand's personality.

Question 20

Sensory memory creates a lot of opportunity for intentional learning.

Question 21

_____ is the process of grouping stimuli by meaning so that multiple stimuli can become one memory unit.

A) Tracing
B) Retrieving
C) Encoding
D) Chunking

Question 22

Fred and his wife are celebrating their 20th wedding anniversary. Fred still remembers the night he asked his wife to marry him. He remembers details such as the look on her face, the good food, and the music that was playing. In the given scenario, Fred's memory of the night is an example of _____.

A) sensory memory
B) episodic memory
C) workbench memory
D) procedural memory

Question 23

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

Question 24

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

Question 25

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

Question 26

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 27

The process through which consumers reconstruct memory traces into a formed representation of what they are trying to remember or process is known as _____.

A) chunking
B) response generation
C) meaningful coding
D) repetition

Question 28

Long-term memory represents permanent information storage.

Question 29

Internal factors within a consumer rarely influence the comprehension process of a marketing message.

Question 30

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

Question 31

A consumers' knowledge for a brand or product is contained in a node.

Question 32

Brain dominance refers to the phenomenon of _____.

A) hemispheric adaptation
B) hemispheric lateralization
C) intelligence
D) habituation

Question 33

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

Question 34

Hemispheric lateralization influences metaphor comprehension.

Question 35

Episodic memories and scripts both can include knowledge necessary for consumers to use products.

Question 36

Which of the following is an example of haptic perception?

A) A consumer enjoying the ambience at a store
B) A consumer listening to a newly released song
C) A consumer smelling a perfume at a store
D) A consumer touching a new brand of bath towels

Question 37

The phenomenon of consumers realizing that, as consumers, they belong to certain categories of person types falls under the general heading of social identity.

Question 38

Right brain-dominant consumers tend to deal better with verbal processing.

Question 39

Consumers' declarative knowledge is always correct, but consumers do not always act upon the beliefs this knowledge represents.

Question 40

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

Question 41

In the context of the storage areas within the human brain, sensory memory:

A) has limited capacity.
B) has unlimited duration.
C) is considered to be preattentive.
D) uses semantic coding to store information.

Question 42

In the context of the four mental processes that help consumers remember things, _____ is the weakest form of learning.

A) chunking
B) repetition
C) dual coding
D) meaningful encoding

Question 43

A _____ is a schema that is the best representative of some category but that is not represented by an existing entity.

A) specimen
B) prototype
C) sample
D) stereotype

Question 44

_____ is the storage area in the memory system where information is stored and encoded for placement in long-term memory and eventually retrieved for future use.

A) Sensory memory
B) Procedural memory
C) Workbench memory
D) Episodic memory

Question 45

Which of the following is true of negatively framed information?

A) It has a lesser impact on consumers than positively framed information.
B) It has no impact on the way that a marketing message is perceived by consumers.
C) It makes consumers less willing to take risks.
D) It increases consumers' perceived value of a product.

Question 46

Advertisements for hygiene products such as toothpaste and mouthwash 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) Perception

Question 47

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

A) Comprehension
B) Attention
C) Motivation
D) Lateralization

Question 48

Which of the following television advertisements for Bright, a toothpaste brand, is likely to appeal more to a right brain-dominant consumer than to a left brain-dominant consumer?

A) An advertisement where a dentist clinically explains why Bright is the best toothpaste
B) An advertisement where members of a family sing the reason why Bright is their favorite toothpaste
C) An advertisement that shows Bright being used by a dentist to clean magnified dentures
D) An advertisement where an elderly couple talks about how their teeth are still strong because of Bright

Question 49

The process by which information is transferred back into workbench memory for additional processing when needed is known as _____.

A) chunking
B) encoding
C) extraction
D) retrieval

Question 50

Miss, a popular brand of women's clothing, introduces a new line of luxury evening wear. The management of Miss wants to position the new collection as plush, sophisticated, and feminine. Which of the following print media advertisements is most likely to have the intended effect?

A) An ad featuring a model in a yellow dress with the brand logo in block font as the background
B) An ad featuring a model in a red dress with large numerals quoting the price of the dress
C) An ad featuring a model in a golden dress with the brand logo in script font as the background
D) An ad featuring a model in a beige dress with the brand logo in masculine font on the side

Question 51

A _____ is a small piece of coded data that helps to retrieve a particular piece of knowledge onto workbench memory.

A) node
B) trace
C) path
D) tag

Question 52

In the context of a message source, _____ refers to a consumer's perception of how honest and unbiased a source is.

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

Question 53

_____ refers to the extent to which a person continues processing a message even after he or she develops an initial understanding in the comprehension stage.

A) Assimilation
B) Elaboration
C) Rumination
D) Association

Question 54

Which of the following statements is true of workbench memory?

A) It has unlimited duration.
B) It has limited capacity.
C) It is considered to be preattentive.
D) It uses semantic coding to store information.

Question 55

A(n) _____ is the cognitive representation that gives a specific type of person meaning.

A) script
B) social schema
C) episodic memory
D) exemplar

Question 56

The process of remembering something by repeatedly thinking of it is known as _____.

A) chunking
B) retrieval
C) rehearsal
D) coding

Question 57

Harley-Davidson can be considered a(n) _____ of the motorcycle category because it is the single best representative of the category.

A) prototype
B) script
C) exemplar
D) stereotype

Question 58

Gottahave is a cereal brand. The company used to feature its mascot, an animated giraffe, in its TV commercials, to attract viewers' attention. Initially, viewers would watch the commercial. However, after they had been exposed to the commercial many times, they began to expect the appearance of the giraffe and tended to tune out the commercial. The consumers' response to this overexposure is an example of _____.

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

Question 59

Studies indicate that consumers cannot identify their "favorite" brand of beer without the label. This sort of association is created because of consumers' _____.

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

Question 60

Consumers are said to have developed _____ toward a marketing message if they develop thoughts that contradict the message.

A) support arguments
B) counterarguments
C) associations
D) expectations

Question 61

Henry's 75-year-old grandfather, Tim, has a passion for technology. He can operate Henry's new smartphone with ease. While growing up, Tim had no exposure to technology. However, because of his interest in cell phones, Tim keeps himself updated with new technology through advertisements on TV. He also takes the effort to visit the sites mentioned in the advertisements to gather further information. Which of the following message receiver characteristics is best illustrated by Tim's reaction to the advertisements promoting cell phones?

A) Intelligence
B) Prior knowledge
C) Involvement
D) Brain dominance

Question 62

A _____ is a portion of an associative network that represents a specific entity and thereby provides it with meaning.

A) schema
B) chunk
C) trace
D) code

Question 63

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

A) Workbench memory
B) Episodic memory
C) Long-term memory
D) Sensory memory

Question 64

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

A) Signal theory
B) Construal level theory
C) Prospect theory
D) Multiple store theory

Question 65

_____ states that the capacity limit for workbench memory is between three and seven units of information.

A) Weber's law
B) Pavlov's law
C) Miller's law
D) Maslow's law

Question 66

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

A) Sensitization
B) Distinction
C) Habituation
D) Comprehension

Question 67

When Jenna was young, she and her mother would have a girls' night out every month. They would go shopping, watch a movie, and have dinner. These nights were very special for Jenna. As an adult, she fondly remembers those experiences as some of her happiest memories. The given scenario illustrates _____.

A) sensory memory
B) workbench memory
C) episodic memory
D) procedural memory

Question 68

Todd's parents are going to visit him, and he wants to take them out for dinner to an upscale restaurant. He is not sure about which restaurant to visit, so he asks his boss, who often patronizes upscale restaurants, for suggestions. Which source characteristic of his boss did Todd most likely consider when he asked for a suggestion?

A) Likeability
B) Competence
C) Trustworthiness
D) Expertise

Question 69

The _____ views the memory process as utilizing three different storage areas-sensory memory, workbench memory, and long-term memory-within the brain.

A) fuzzy-trace theory of memory
B) multicomponent model of working memory
C) Atkinson-Shiffrin memory model
D) multiple store theory of memory

Question 70

Alice, a five-year-old, used to cry and protest whenever her mother took her to the dentist for dental checkups. However, after a few visits, Alice stopped crying, even though 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) habituation
C) rumination
D) expectation

Question 71

_____ is a schema representing an event.

A) An exemplar
B) Episodic memory
C) A social stereotype
D) A script

Question 72

Joanna looks out for good bargains when she goes shopping. She once bought a T-shirt that was priced at $50 and perceived it to be a good deal as all the other clothes were priced higher. However, on her next shopping trip, she dismissed the same T-shirt as expensive as other clothes were being sold at lower prices. Joanna's varying interpretation of the value of the same product is an example of _____.

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

Question 73

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

A) Less-intelligent consumers tend to comprehend messages more accurately than intelligent consumers as they put in more effort in the comprehension process.
B) Left brain-dominant consumers tend to be visual processors, often favoring images over verbal communication.
C) High levels of familiarity always increase 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.

Question 74

In the context of associative networks, _____ represent association between nodes.

A) schemas
B) paths
C) traces
D) tags

Question 75

Sam, a high school student, lives in a busy neighborhood. When he sits down to study, he can hear different sounds, such as a phone ringing somewhere, a baby crying, a car honking, even though he does not pay much attention to these sounds. In this case, these sounds will be stored in Sam's _____.

A) long-term memory
B) sensory memory
C) workbench memory
D) procedural memory

Question 76

_____ provides a consumer with the deepest comprehension and greatest chance of accurate recall.

A) Personal elaboration
B) Meaningful encoding
C) Spreading activation
D) Dual coding

Question 77

Which of the following statements is true of consumer comprehension?

A) It is not influenced by internal factors within a consumer.
B) It is based only on a consumer's cognitive aspects.
C) It does not always occur in the way it is intended.
D) It rarely goes beyond the explicit content of the message.

Question 78

Echoic storage is the storage of:

A) visual information as an exact representation of a scene.
B) auditory information as an exact representation of a sound.
C) olfactory information as an exact representation of a smell.
D) gustatory information as an exact representation of a taste.

Question 79

The management of Drops & Dew, a winery, introduces a new wine that has golden packaging and product information written in a gothic font. Which of the following is most likely to be the response of consumers toward the wine and the marketing message?

A) Consumers are likely to be attracted by the bright color and perceive the product to be of premium quality.
B) Consumers' comprehension of the product will decrease due to message incongruity.
C) Consumers will develop an unfavorable attitude toward the product because there is too much movement in the message.
D) Consumers are likely to associate the packaging of the product to lower prices.

Question 80

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

A) information database
B) information overload
C) information retrieval
D) information intensity