Question 1

Explain script with respect to memory and describe a script for each of the following situations:
(a)attending an awards ceremony
(b)shopping for a computer
(c)attending a sporting event
(d)going on a first date

Accepted Answer

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Question 2

Compare and contrast the different memory stores in the multiple store theory of memory.

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Question 3

VALENTINE'S DAY SCENARIO
Todd decides to propose marriage to his girlfriend on Valentine's Day. He wants this to be a very special day, so he decided to take her to a fancy restaurant. He is not sure about the choice of restaurant, and so he asks his boss, who often patronizes fancy restaurants, for suggestions. Though Todd doesn't have much experience in fine restaurants, he knows what to expect: he will give his car to the valet, be seated by the hostess, be given menus and a wine list, order, eat, pay the bill, and retrieve his car from the valet. On the big day, he goes to his girlfriend's apartment with a dozen roses in his hand and the ring in his pocket. He likes the restaurant his boss suggested, and thinks the food is really good, but finds the choice of background music odd. In his opinion, a fancy restaurant shouldn't be playing pop music. However, the rest of the night goes according to plan. He will always remember how beautiful his girlfriend looks and how happy they are when she accepts his proposal.
-Refer to Valentine's Day Scenario.Todd will remember the day for the rest of his life.He's going to remember how wonderful the food was;how special it was when he asked her to marry him;and the look on her face when she said yes.Todd's memory of the night he proposed is an example of a(n)_____ memory.
A)haptic
B)iconic
C)episodic
D)echoic
E)procedural

Accepted Answer

Episodic memory is the type of memory that deals with personal experiences and events. Todd's memory of proposing to his girlfriend on Valentine's Day falls under this category since it is a personal and significant event in his life. Haptic memory deals with touch sensations, iconic memory deals with visual information, echoic memory deals with auditory information, and procedural memory deals with motor skills and habits. None of these types of memory are applicable to Todd's proposal memory.

Question 4

Define social stereotype.Explain how attempts to demarket a product can be implemented by stigmatizing consumption with a negative stereotype.

Accepted Answer

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Question 5

VALENTINE'S DAY SCENARIO
Todd decides to propose marriage to his girlfriend on Valentine's Day. He wants this to be a very special day, so he decided to take her to a fancy restaurant. He is not sure about the choice of restaurant, and so he asks his boss, who often patronizes fancy restaurants, for suggestions. Though Todd doesn't have much experience in fine restaurants, he knows what to expect: he will give his car to the valet, be seated by the hostess, be given menus and a wine list, order, eat, pay the bill, and retrieve his car from the valet. On the big day, he goes to his girlfriend's apartment with a dozen roses in his hand and the ring in his pocket. He likes the restaurant his boss suggested, and thinks the food is really good, but finds the choice of background music odd. In his opinion, a fancy restaurant shouldn't be playing pop music. However, the rest of the night goes according to plan. He will always remember how beautiful his girlfriend looks and how happy they are when she accepts his proposal.
-Refer to Valentine's Day Scenario.The sequence of events Todd mentally went through regarding what to expect at the restaurant is an example of _____.
A)framing
B)habituation
C)a script
D)chunking
E)an exemplar

Accepted Answer

Todd's sequence of events indicates that he has a preconceived idea or script of what to expect at a fancy restaurant. He expected certain actions to occur in a specific order, which suggests that he is following a script or a mental representation of a common set of behaviors in that particular environment.

Question 6

Name and describe four mental processes that help consumers remember things.Discuss an example of how you can use each to perform better in an exam.

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Question 7

Define comprehension.List the main factors that influence consumer comprehension.Discuss an example of each factor.

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Question 8

VALENTINE'S DAY SCENARIO
Todd decides to propose marriage to his girlfriend on Valentine's Day. He wants this to be a very special day, so he decided to take her to a fancy restaurant. He is not sure about the choice of restaurant, and so he asks his boss, who often patronizes fancy restaurants, for suggestions. Though Todd doesn't have much experience in fine restaurants, he knows what to expect: he will give his car to the valet, be seated by the hostess, be given menus and a wine list, order, eat, pay the bill, and retrieve his car from the valet. On the big day, he goes to his girlfriend's apartment with a dozen roses in his hand and the ring in his pocket. He likes the restaurant his boss suggested, and thinks the food is really good, but finds the choice of background music odd. In his opinion, a fancy restaurant shouldn't be playing pop music. However, the rest of the night goes according to plan. He will always remember how beautiful his girlfriend looks and how happy they are when she accepts his proposal.
-Refer to Valentine's Day Scenario.The pop music Todd was exposed to while he was in the restaurant is most likely to be stored in his _____ memory.
A)echoic
B)iconic
C)episodic
D)procedural
E)haptic

Accepted Answer

Echoic memory refers to the sensory memory of sounds, and it can hold these memories for up to a few seconds. Since Todd only remembers the pop music he heard in the restaurant and not much else, it is most likely stored in his echoic memory. Iconic memory refers to the sensory memory of visual stimuli, episodic memory refers to autobiographical memories, procedural memory refers to how to do things (such as tying shoes), and haptic memory refers to the sensory memory of touch.

Question 9

Create your associative network for a brand of athletic shoes of your choice and include at least five nodes.Define declarative knowledge,node,and path in associative networks,and identify each in your network.

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Question 10

VALENTINE'S DAY SCENARIO
Todd decides to propose marriage to his girlfriend on Valentine's Day. He wants this to be a very special day, so he decided to take her to a fancy restaurant. He is not sure about the choice of restaurant, and so he asks his boss, who often patronizes fancy restaurants, for suggestions. Though Todd doesn't have much experience in fine restaurants, he knows what to expect: he will give his car to the valet, be seated by the hostess, be given menus and a wine list, order, eat, pay the bill, and retrieve his car from the valet. On the big day, he goes to his girlfriend's apartment with a dozen roses in his hand and the ring in his pocket. He likes the restaurant his boss suggested, and thinks the food is really good, but finds the choice of background music odd. In his opinion, a fancy restaurant shouldn't be playing pop music. However, the rest of the night goes according to plan. He will always remember how beautiful his girlfriend looks and how happy they are when she accepts his proposal.
-Refer to Valentine's Day Scenario.Todd thought it was strange for a fine restaurant to be playing pop music in the dining room.It didn't match his concept of fancy restaurants.For Todd,the message conveyed by the restaurant environment lacked _____.
A)complexity
B)intensity
C)congruity
D)acceptability
E)visibility

Accepted Answer

Todd expected a certain level of congruity in his experience of a fancy restaurant, which includes an elegant environment, high-quality food, and formal ambience. The pop music playing in the dining room disturbed this sense of congruity and didn't match his idea of a fine dining experience.

Quiz 4: Comprehension,memory,and Cognitive Learning

Explain script with respect to memory and describe a script for each of the following situations: (a)attending an awards ceremony (b)shopping for a computer (c)attending a sporting event (d)going on a first date

Compare and contrast the different memory stores in the multiple store theory of memory.

Define social stereotype.Explain how attempts to demarket a product can be implemented by stigmatizing consumption with a negative stereotype.

Name and describe four mental processes that help consumers remember things.Discuss an example of how you can use each to perform better in an exam.

Define comprehension.List the main factors that influence consumer comprehension.Discuss an example of each factor.

Create your associative network for a brand of athletic shoes of your choice and include at least five nodes.Define declarative knowledge,node,and path in associative networks,and identify each in your network.