As May-Lee considers her purchase of shoes,she shifts back and forth between thinking about claims made by different brands,remembering what she has seen,and considering her emotional responses to various brands.Which term describes what May-Lee is doing?
A) Spreading activation
B) Advertising decay
C) Chunking
D) Scalar processing

Question

Quizplus · Accepted Answer

May-Lee is engaging in spreading activation, which refers to the process of activating one piece of information, which leads to the activation of related information in memory. In this case, she is considering various claims made by different brands, which activates memories of what she has seen and her emotional responses. This process helps her to make a decision about the best brand to buy. Advertising decay refers to the weakening of the effects of advertising over time, chunking is a memory process that involves grouping information into meaningful chunks, and scalar processing refers to the way in which people perceive and evaluate differences in stimuli along a continuum. None of these processes accurately describe what May-Lee is doing in this scenario.

As May-Lee Considers Her Purchase of Shoes,she Shifts Back and Forth