Exam 4: Comprehension, Memory, and Cognitive Learning

Most television commercials for car dealerships include a person walking by the cars in the lot almost yelling about price deals. Consumers have come to expect this in car dealership commercials, which is referred to as a(n) _____ level.

Right-brain-dominant consumers tend to deal better with verbal processing (words), whereas left-brain-dominant consumers tend to be visual processors.

The process that occurs when preexisting knowledge is used to assist in storing new information is called _____.

Comprehension involves both cognitive and affective elements.

_____ refers to the interpretation or understanding that a consumer develops about some attended stimulus in order to assign meaning.

Contexting is the term that captures the idea that the same information can take on different meanings based on the way in which the information is presented.

Kayli was going to have a baby and was upset when the nurse attending to her had purple hair, tattoos, and a pierced nose. She didn't seem to fit the type of person Kayli expected in this environment, which means the nurse did not match Kayli's _____ for a nurse.

Before a consumer goes to a spa, she believes the environment will be soothing and she will be relaxed after receiving a massage. These beliefs form her expectations of what will happen during and after her spa experience.

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

Echoic storage is _____.

A glass filled halfway can be presented as "half-full" or "half-empty." This is an example of _____.

A _____ is the mental path by which some thought becomes active.

Most consumers in the United States have a schema representing a wedding that has the bride coming down the aisle with her father, who gives her to the waiting groom. After the ceremony, the groom then kisses the bride. A schema representing an event such as a wedding is called a(n) _____.

_____ refers to the extent to which a consumer continues processing a message even after an initial understanding is achieved in the comprehension stage.

A small piece of coded information that helps that particular piece of knowledge get retrieved is called a _____.

To really learn something, you should repeat it over and over.

Thoughts that contradict a message are called negative arguments.

Priming theory hypothesizes that the way in which information is framed differentially affects risk assessments and any associated consumer decisions.

Kelly remembers very clearly her sixth birthday when she had a party with pony rides. This memory for past events is called _____.

Prototypes present concepts in an associative network.