Question 1

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?

Accepted Answer

Tim's interest in cell phones and his effort to gather further information about them show his involvement in the topic, indicating that he is an involved message receiver. The other options (intelligence, prior knowledge, and brain dominance) do not fit with the given scenario as Tim had no prior exposure to technology and is relying on advertisements and external sources to learn about cell phones.

Question 2

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

Accepted Answer

A schema is a mental framework or structure that organizes information about a particular entity, concept, or situation. It provides meaning and context to the information stored in our memory. Therefore, a schema can be considered as a portion of an associative network that represents a specific entity.

Question 3

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

Accepted Answer

Episodic memory specifically refers to memory for past events in one's life, while workbench memory and sensory memory are temporary memory stores and long-term memory encompasses all types of memories, including but not limited to episodic memory.

Question 4

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

Accepted Answer

Prospect theory hypothesizes that people evaluate potential losses and gains differently depending on how they are framed, leading to different risk assessments and consumer decisions. Signal theory deals with the transfer of information, construal level theory with how psychological distance affects decision-making, and multiple store theory with how memory is organized.

Question 5

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

Accepted Answer

Miller's law states that the capacity limit for workbench memory is between three and seven units of information.

Question 6

_____ 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.

Accepted Answer

Comprehension refers to the stage of the communication process where the receiver of the message interprets and understands the message being conveyed. In this scenario, the consumers were able to understand the message of the advertisement that they will receive a 50 percent discount on the purchase of a second item of equal or lesser value, indicating that comprehension of the marketing message has occurred.

Question 7

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 _____.

Accepted Answer

The scenario describes Jenna's recollection of specific events in her past, which is characteristic of episodic memory, a type of long-term memory that involves the ability to recall specific events, situations, and experiences.

Question 8

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?

Accepted Answer

Todd most likely considered his boss's expertise in upscale restaurants since he patronizes them frequently.

Question 9

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

Accepted Answer

The multiple store theory of memory, also known as the Atkinson-Shiffrin model, describes memory as having three distinct storage areas: sensory memory, short-term (or workbench) memory, and long-term memory.

Question 10

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 _____.

Accepted Answer

Alice's change in response to dental visits is an example of habituation - the gradual decrease in the strength or occurrence of a behavior after repeated exposure to the stimulus that produces that behavior. Alice has become accustomed to the dental checkups, which have become less of a novelty and thus less stimulating. The other options are not applicable in this scenario, as anticipation refers to the prediction of or preparation for a future event, rumination implies dwelling on a thought or experience, and expectation suggests a strong belief in a certain outcome.

Question 11

_____ is a schema representing an event.

Accepted Answer

A script represents an organized set of information about a sequence of events and actions that typically unfold in a particular order. It includes information about the roles of different actors, their behaviors, and the expected outcomes. Scripts help individuals to predict, understand, and remember complex events and provide a framework for interpreting new experiences.

Question 12

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 _____.

Accepted Answer

The answer of Joanna looks out for good bargains when...

Question 13

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

Accepted Answer

Consumers' beliefs and expectations about a situation can impact their comprehension of the environment. This is because their preconceived notions and ideas can influence how they interpret and understand messages. Option A is incorrect because more intelligent consumers tend to comprehend messages better as they are often better equipped to analyze and process complex information. Option B is incorrect because left or right brain dominance is not a reliable predictor of a person's communication preferences or abilities. Option C is incorrect because while familiarity can sometimes aid in comprehension, it can also lead to boredom and disinterest in the message.

Question 14

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

Accepted Answer

Paths represent associations between nodes in associative networks. Schemas refer to organized knowledge structures, traces refer to memory representations, and tags are labels attached to data for organization and retrieval purposes.

Question 15

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 _____.

Accepted Answer

Sensory memory refers to the brief storage of sensory information such as sounds, smells, and sights that are constantly received by our senses. Since Sam can hear different sounds in his environment, these sounds will be stored in his sensory memory.

Question 16

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

Accepted Answer

Personal elaboration involves the consumer actively relating information to themselves, leading to deeper comprehension and better recall.

Question 17

Which of the following statements is true of consumer comprehension?

Accepted Answer

Consumer comprehension does not always occur in the way it is intended, as it can be influenced by external factors such as distractions or previous experiences. Internal factors such as motivation, attitudes, and beliefs also play a role in comprehension. Additionally, comprehension can go beyond the explicit content of the message as consumers may draw inferences or make assumptions based on their prior knowledge.

Question 18

Echoic storage is the storage of:

Accepted Answer

Echoic storage refers to the temporary storage of auditory information in a sensory memory system, before it is processed further in working memory or becomes forgotten.

Question 19

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?

Accepted Answer

The use of golden packaging and gothic font may suggest to consumers that the product is of premium quality, which is likely to attract their attention and interest. Additionally, bright colors tend to be associated with positive emotions and energy, further enhancing the appeal of the product. Therefore, consumers are likely to be attracted by the product and perceive it as high-quality.

Question 20

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

Accepted Answer

Information intensity refers to the amount of information available for a consumer to process within a given environment.

Quiz 4: Comprehension, Memory, and Cognitive Learning