Question 1

_____ is the storage area in the memory system where information is stored and encoded for placement in long-term memory and eventually retrieved for future use.

Accepted Answer

A)   Sensory memory
B)   Procedural memory
C)   Workbench memory
D)   Episodic memory

Question 2

Marketers should maximize incongruity in marketing messages if the primary goal is to create a favorable attitude rather than increased comprehension.

Accepted Answer

A) True 
 B)False

Question 3

Right brain-dominant consumers tend to deal better with verbal processing.

Accepted Answer

A) True 
 B)False

Question 4

A _____is the mental path by which some thought becomes active.

Accepted Answer

A)   memory trace
B)   mental script
C)   memory tag
D)   mental schema

Question 5

Which of the following is an example of haptic perception?

Accepted Answer

A)   A consumer enjoying the ambience at a store
B)   A consumer listening to a newly released song
C)   A consumer smelling a perfume at a store
D)   A consumer touching a new brand of bath towels

Question 6

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

Accepted Answer

A)   information database
B)   information overload
C)   information retrieval
D)   information intensity

Question 7

Declarative knowledge is represented in an associative network by two nodes linked together by a path.

Accepted Answer

A) True 
 B)False

Question 8

Advertisements for hygiene products such as toothpaste and mouthwash tend to feature doctors as spokespersons endorsing the products. Consumers perceive these doctors to possess a substantial knowledge on health and hygiene. Which of the following characteristics of the message source is represented by this example?

Accepted Answer

A)   Expertise
B)   Congruity
C)   Visibility
D)   Perception

Question 9

_____ is a process in which two different sensory traces are available to remember something.

Accepted Answer

A)   Repetition
B)   Chunking
C)   Dual coding
D)   Meaningful encoding

Question 10

Explain episodic memory.

Accepted Answer

Answers will vary. Closely related to th...

Question 11

In the context of the storage areas within the human brain, sensory memory:

Accepted Answer

A)   has limited capacity.
B)   has unlimited duration.
C)   is considered to be preattentive.
D)   uses semantic coding to store information.

Question 12

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

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)   Left brain-dominant consumers tend to be visual processors, often favoring images over verbal communication.
C)   High levels of familiarity always increase 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.

Question 13

Brain dominance refers to the phenomenon of _____.

Accepted Answer

A)   hemispheric adaptation
B)   hemispheric lateralization
C)   intelligence
D)   habituation

Question 14

Every time a consumer encounters a supportive instance of declarative knowledge, that knowledge becomes stronger.

Accepted Answer

A) True 
 B)False

Question 15

What are the four mental processes that help consumers remember things?

Accepted Answer

Answers will vary. The four mental proce...

Question 16

Which of the following is true of the physical characteristics of a message?

Accepted Answer

A)   Consumers comprehend lesser as pictures in messages get larger or movements become more intense.
B)   Consumers display greater recall of an intended message when information is presented in sequence rather than in intervals.
C)   Consumers derive meaning from both the actual text of a message and the visual presentation of the message.
D)   Consumers' comprehension of a message is unlikely to be influenced by the physical characteristics of the message.

Question 17

In the context of declarative knowledge, paths represent concepts in an associative network.

Accepted Answer

A) True 
 B)False

Question 18

Fred and his wife are celebrating their 20th wedding anniversary. Fred still remembers the night he asked his wife to marry him. He remembers details such as the look on her face, the good food, and the music that was playing. In the given scenario, Fred's memory of the night is an example of _____.

Accepted Answer

A)   sensory memory
B)   episodic memory
C)   workbench memory
D)   procedural memory

Question 19

What is message congruity, and how does it affect the comprehension of a marketing message?

Accepted Answer

Answers will vary. Message congruity rep...

Question 20

A stereotype captures the role expectations of a person of a specific type.

Accepted Answer

A) True 
 B)False

Exam 4: Comprehension, Memory, and Cognitive Learning

Brain dominance refers to the phenomenon of _____.

Correct Answer
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Fred and his wife are celebrating their 20th wedding anniversary. Fred still remembers the night he asked his wife to marry him. He remembers details such as the look on her face, the good food, and the music that was playing. In the given scenario, Fred's memory of the night is an example of _____.

Correct Answer
verified

_____ is the storage area in the memory system where information is stored and encoded for placement in long-term memory and eventually retrieved for future use.

Correct Answer
verified

Which of the following is an example of haptic perception?

Correct Answer
verified

Right brain-dominant consumers tend to deal better with verbal processing.

Correct Answer
verified

Which of the following is true of the physical characteristics of a message?

Correct Answer
verified

What are the four mental processes that help consumers remember things?

Correct Answer
verified
Answers will vary. The four mental proce...
View Answer

Correct Answer
verified

In the context of the storage areas within the human brain, sensory memory:

Correct Answer
verified

Every time a consumer encounters a supportive instance of declarative knowledge, that knowledge becomes stronger.

Correct Answer
verified

A stereotype captures the role expectations of a person of a specific type.

Correct Answer
verified

Declarative knowledge is represented in an associative network by two nodes linked together by a path.

Correct Answer
verified

What is message congruity, and how does it affect the comprehension of a marketing message?

Correct Answer
verified
Answers will vary. Message congruity rep...
View Answer

_____ is a process in which two different sensory traces are available to remember something.

Correct Answer
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In the context of declarative knowledge, paths represent concepts in an associative network.

Correct Answer
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Marketers should maximize incongruity in marketing messages if the primary goal is to create a favorable attitude rather than increased comprehension.

Correct Answer
verified

Explain episodic memory.

Correct Answer
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Answers will vary. Closely related to th...
View Answer

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

Correct Answer
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A _____is the mental path by which some thought becomes active.

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

Correct Answer
verified

Exam 4: Comprehension, Memory, and Cognitive Learning

Brain dominance refers to the phenomenon of _____.

Correct AnswerverifiedShow Answer

Correct AnswerverifiedShow Answer

_____ is the storage area in the memory system where information is stored and encoded for placement in long-term memory and eventually retrieved for future use.

Correct AnswerverifiedShow Answer

Which of the following is an example of haptic perception?

Correct AnswerverifiedShow Answer

Right brain-dominant consumers tend to deal better with verbal processing.

Correct AnswerverifiedShow Answer

Which of the following is true of the physical characteristics of a message?

Correct AnswerverifiedShow Answer

What are the four mental processes that help consumers remember things?

Correct AnswerverifiedAnswers will vary. The four mental proce...View AnswerShow Answer

Correct AnswerverifiedShow Answer

In the context of the storage areas within the human brain, sensory memory:

Correct AnswerverifiedShow Answer

Every time a consumer encounters a supportive instance of declarative knowledge, that knowledge becomes stronger.

Correct AnswerverifiedShow Answer

A stereotype captures the role expectations of a person of a specific type.

Correct AnswerverifiedShow Answer

Declarative knowledge is represented in an associative network by two nodes linked together by a path.

Correct AnswerverifiedShow Answer

What is message congruity, and how does it affect the comprehension of a marketing message?

Correct AnswerverifiedAnswers will vary. Message congruity rep...View AnswerShow Answer

_____ is a process in which two different sensory traces are available to remember something.

Correct AnswerverifiedShow Answer

In the context of declarative knowledge, paths represent concepts in an associative network.

Correct AnswerverifiedShow Answer

Marketers should maximize incongruity in marketing messages if the primary goal is to create a favorable attitude rather than increased comprehension.

Correct AnswerverifiedShow Answer

Explain episodic memory.

Correct AnswerverifiedAnswers will vary. Closely related to th...View AnswerShow Answer

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

Correct AnswerverifiedShow Answer

A _____is the mental path by which some thought becomes active.

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

Correct Answer
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Correct Answer
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Correct Answer
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Correct Answer
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Correct Answer
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Correct Answer
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Correct Answer
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Answers will vary. The four mental proce...
View Answer

Correct Answer
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Correct Answer
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Correct Answer
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Correct Answer
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Correct Answer
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Correct Answer
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Answers will vary. Message congruity rep...
View Answer

Correct Answer
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Correct Answer
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Correct Answer
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Correct Answer
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Answers will vary. Closely related to th...
View Answer

Correct Answer
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Correct Answer
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Correct Answer
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