Question 1

The mental path by which some thought becomes active is known as _____.

Accepted Answer

A)  memory trace
B)  mental script
C)  activation node
D)  memory tag
E)  mental schemaF) B) and C)
G) A) and D)

Question 2

The memory for past events in one's life is known as the _____.

Accepted Answer

A)  procedural memory
B)  episodic memory
C)  semantic memory
D)  implicit memory
E)  sensory memoryF) All of the above
G) None of the above

Question 3

A chunk includes seven memory units.

Accepted Answer

A) True 
 B)False

Question 4

Research suggests that traditional cigarette warning labels have a significant impact on consumer behavior.

Accepted Answer

A) True 
 B)False

Question 5

All things equal,_____ is the weakest form of learning.

Accepted Answer

A)  chunking
B)  repetition
C)  dual coding
D)  tracing
E)  taggingF) D) and E)
G) C) and D)

Question 6

The process by which continuous exposure to a stimulus affects the comprehension of and response to the stimulus is known as _____.

Accepted Answer

A)  lateralization
B)  stimulation
C)  expectation
D)  sensitization
E)  habituationF) B) and E)
G) A) and B)

Question 7

Consumers derive meaning from both the actual text of a message and the visual presentation of the message.

Accepted Answer

A) True 
 B)False

Question 8

The unintentional but recurrent memory of long-ago events that are not triggered by anything in the environment is known as _____.

Accepted Answer

A)  elaboration
B)  rumination
C)  activation
D)  assimilation
E)  contemplationF) A) and D)
G) C) and D)

Question 9

Comprehension applies not only to consumer learning but to consumers' attitudes as well.

Accepted Answer

A) True 
 B)False

Question 10

Sensory memory is considered to be preattentive.

Accepted Answer

A) True 
 B)False

Question 11

_____ refers to the interpretation or understanding that a consumer develops about some attended stimulus based on the way meaning is assigned.

Accepted Answer

A)  Attention
B)  Exposure
C)  Comprehension
D)  Elaboration
E)  SensationF) None of the above
G) B) and C)

Question 12

In a marketing message,the amount of knowledge that a source is perceived to have about a subject is referred to as _____.

Accepted Answer

A)  congruity
B)  expertise
C)  trustworthiness
D)  visibility
E)  intelligenceF) B) and D)
G) A) and B)

Question 13

A node is a concept within a schema that is the single best representative of some category.

Accepted Answer

A) True 
 B)False

Question 14

Consumers must comprehend marketing messages in order to learn the intended value of a product.

Accepted Answer

A) True 
 B)False

Question 15

A social schema is the cognitive representation that gives a specific type of person meaning.

Accepted Answer

A) True 
 B)False

Question 16

Joanna bargain hunts for all her purchases.She once bought a T-shirt that was being sold for $50 and perceived it to be a good deal as everything else was priced higher.However,on her next shopping trip,she dismissed the same t-shirt as expensive as the other apparels were being sold at prices much lower than $50.Joanna's varying interpretation of the value and meaning for the same product is an example of _____.

Accepted Answer

A)  prospecting
B)  sensitizing
C)  priming
D)  distorting
E)  contrastingF) A) and B)
G) A) and D)

Question 17

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

Accepted Answer

A)  Less-intelligent consumers tend to comprehend messages more accurately than intelligent consumers as they put in more effort in the comprehension process.
B)  Highly involved consumers tend to pay less attention to messages as they are too involved with their own things.
C)  High levels of familiarity always increases consumer comprehension as consumers are more inclined toward the familiar.
D)  Consumers' beliefs of what will happen in a future situation have an impact on their comprehension of the environment.
E)  Consumers who are left-brain dominant tend to be visual processors often favoring images for verbal communication.F) A) and E)
G) A) and D)

Question 18

If consumers do not tag information in a meaningful way,the encoding process results in errors.

Accepted Answer

A) True 
 B)False

Question 19

Consumers derive expectations for service encounters from scripts.

Accepted Answer

A) True 
 B)False

Question 20

Knowledge in long-term memory is stored in an associative network.

Accepted Answer

A) True 
 B)False

Exam 4: Comprehension,memory,and Cognitive Learning

The process by which continuous exposure to a stimulus affects the comprehension of and response to the stimulus is known as _____.

Correct Answer
verified

Correct Answer
verified

_____ refers to the interpretation or understanding that a consumer develops about some attended stimulus based on the way meaning is assigned.

Correct Answer
verified

All things equal,_____ is the weakest form of learning.

Correct Answer
verified

Consumers derive meaning from both the actual text of a message and the visual presentation of the message.

Correct Answer
verified

Sensory memory is considered to be preattentive.

Correct Answer
verified

Consumers derive expectations for service encounters from scripts.

Correct Answer
verified

Comprehension applies not only to consumer learning but to consumers' attitudes as well.

Correct Answer
verified

Knowledge in long-term memory is stored in an associative network.

Correct Answer
verified

A social schema is the cognitive representation that gives a specific type of person meaning.

Correct Answer
verified

In a marketing message,the amount of knowledge that a source is perceived to have about a subject is referred to as _____.

Correct Answer
verified

Consumers must comprehend marketing messages in order to learn the intended value of a product.

Correct Answer
verified

The memory for past events in one's life is known as the _____.

Correct Answer
verified

Research suggests that traditional cigarette warning labels have a significant impact on consumer behavior.

Correct Answer
verified

The mental path by which some thought becomes active is known as _____.

Correct Answer
verified

A chunk includes seven memory units.

Correct Answer
verified

If consumers do not tag information in a meaningful way,the encoding process results in errors.

Correct Answer
verified

A node is a concept within a schema that is the single best representative of some category.

Correct Answer
verified

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

Correct Answer
verified

The unintentional but recurrent memory of long-ago events that are not triggered by anything in the environment is known as _____.

Correct Answer
verified

Exam 4: Comprehension,memory,and Cognitive Learning

The process by which continuous exposure to a stimulus affects the comprehension of and response to the stimulus is known as _____.

Correct AnswerverifiedShow Answer

Correct AnswerverifiedShow Answer

_____ refers to the interpretation or understanding that a consumer develops about some attended stimulus based on the way meaning is assigned.

Correct AnswerverifiedShow Answer

All things equal,_____ is the weakest form of learning.

Correct AnswerverifiedShow Answer

Consumers derive meaning from both the actual text of a message and the visual presentation of the message.

Correct AnswerverifiedShow Answer

Sensory memory is considered to be preattentive.

Correct AnswerverifiedShow Answer

Consumers derive expectations for service encounters from scripts.

Correct AnswerverifiedShow Answer

Comprehension applies not only to consumer learning but to consumers' attitudes as well.

Correct AnswerverifiedShow Answer

Knowledge in long-term memory is stored in an associative network.

Correct AnswerverifiedShow Answer

A social schema is the cognitive representation that gives a specific type of person meaning.

Correct AnswerverifiedShow Answer

In a marketing message,the amount of knowledge that a source is perceived to have about a subject is referred to as _____.

Correct AnswerverifiedShow Answer

Consumers must comprehend marketing messages in order to learn the intended value of a product.

Correct AnswerverifiedShow Answer

The memory for past events in one's life is known as the _____.

Correct AnswerverifiedShow Answer

Research suggests that traditional cigarette warning labels have a significant impact on consumer behavior.

Correct AnswerverifiedShow Answer

The mental path by which some thought becomes active is known as _____.

Correct AnswerverifiedShow Answer

A chunk includes seven memory units.

Correct AnswerverifiedShow Answer

If consumers do not tag information in a meaningful way,the encoding process results in errors.

Correct AnswerverifiedShow Answer

A node is a concept within a schema that is the single best representative of some category.

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

The unintentional but recurrent memory of long-ago events that are not triggered by anything in the environment is known as _____.

Correct AnswerverifiedShow Answer

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