As May-Lee considers her purchase of perfume, she shifts back and forth between thinking about claims made by the different brands, remembering ads she has seen, and considering her emotional responses to the various brands. Which of the following processes most accurately describes what May-Lee is going through?
A) spreading activation
B) advertising decay
C) polar parallels
D) scalar processing

Question

Quizplus · Accepted Answer

May-Lee's mental processes of considering claims, remembering ads, and emotional responses suggest that she is undergoing spreading activation, which is the activation of one concept in memory, leading to the activation of related or associated concepts.

As May-Lee Considers Her Purchase of Perfume, She Shifts Back