Question 1

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

Accepted Answer

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Question 2

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

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Question 3

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

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Question 4

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 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.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 refers to the memory of specific events or experiences, such as the night Todd proposed to his girlfriend on Valentine's Day. This type of memory is associated with remembering the details of a particular experience, including sensory information, emotions, and context. Todd will likely remember the specific details and emotions of that night for the rest of his life, making it an example of episodic memory. The other options (haptic, iconic, echoic, and procedural) do not accurately describe the type of memory involved in this scenario.

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

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

The sequence of events that Todd mentally went through regarding what to expect at the restaurant is an example of a script. A script is a mental representation of a sequence of events that individuals expect to occur in a particular situation. Todd's expectations for what would happen at the fancy restaurant are part of his script for dining out at fancy restaurants.

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.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's perception of a fancy restaurant does not match the pop music played in the background. Therefore, the restaurant's environment lacks congruity, meaning it doesn't match his expectations or beliefs of what a fancy restaurant should be like.

Question 9

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 auditory information. Since Todd was exposed to pop music in the fancy restaurant, it is likely that the memory of the music is stored in his echoic memory. Iconic memory is sensory memory for visual information, episodic memory is for personal experiences, procedural memory is for learned skills and actions, and haptic memory is for touch sensations. None of these are relevant to Todd's experience of pop music in the restaurant.

Question 10

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

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Quiz 4: Comprehension, Memory, and Cognitive Learning

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

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

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

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.

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.

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