Question 1

Sensory memory has unlimited capacity and duration.

Accepted Answer

A) True 
 B)False

Question 2

_____ represent concepts in an associative network.

Accepted Answer

A)  Paths 
B)  Spokes 
C)  Hubs 
D)  Links 
E)  Nodes 
A)  Paths 
B)  Spokes 
C)  Hubs 
D)  Links 
E)  Nodes

Question 3

Define social schema and describe one for a counter person working in a fast food restaurant of your choice. Compare that to your social schema of a waiter or waitress in a sit-down restaurant.

Accepted Answer

A social schema is the cognitive

Question 4

American consumers expect to be able to easily obtain goods on shopping excursions, but that is not the case in Russia. However, Americans and Russians report similar amounts of shopping value because Russians expect that they will encounter difficulty acquiring things, which is termed _____.

Accepted Answer

A)  commissar 
B)  pyka 
C)  notom 
D)  dostats 
E)  ronoc 
A)  commissar 
B)  pyka 
C)  notom 
D)  dostats 
E)  ronoc

Question 5

A source's effectiveness in gaining comprehension can be impacted by which factor?

Accepted Answer

A)  likeability 
B)  trustworthiness 
C)  attractiveness 
D)  expertise 
E)  all of these choices 
A)  likeability 
B)  trustworthiness 
C)  attractiveness 
D)  expertise 
E)  all of these choices

Question 6

Which of the following involves the association of active information in short-term memory with other information that is recalled from long-term memory?

Accepted Answer

A)  meaningful encoding 
B)  chunking 
C)  rehearsal 
D)  cognitive congruity 
E)  consolidation 
A)  meaningful encoding 
B)  chunking 
C)  rehearsal 
D)  cognitive congruity 
E)  consolidation

Question 7

Long-term memory is a repository for all information that a person has encountered.

Accepted Answer

A) True 
 B)False

Question 8

Which type of schema is the cognitive representation that gives a specific type of person meaning?

Accepted Answer

A)  personal schema 
B)  identifying schema 
C)  social schema 
D)  episodic schema 
E)  nostalgic schema 
A)  personal schema 
B)  identifying schema 
C)  social schema 
D)  episodic schema 
E)  nostalgic schema

Question 9

Which of the following is an environmental characteristic affecting consumer comprehension?

Accepted Answer

A)  figure-ground 
B)  involvement 
C)  framing 
D)  brain dominance 
E)  physical limits 
A)  figure-ground 
B)  involvement 
C)  framing 
D)  brain dominance 
E)  physical limits

Question 10

The duration of workbench memory is unlimited but capacity is limited.

Accepted Answer

A) True 
 B)False

Question 11

Attribution theory tells us that communications provide information in ways beyond the explicit or obvious content.

Accepted Answer

A) True 
 B)False

Question 12

Which of the following can expand the capacity of the workbench memory?

Accepted Answer

A)  time 
B)  involvement 
C)  the number of units of information 
D)  dual coding 
E)  meaningful encoding 
A)  time 
B)  involvement 
C)  the number of units of information 
D)  dual coding 
E)  meaningful encoding

Question 13

Which of the following is considered a repository for all information that a person has encountered?

Accepted Answer

A)  sensory memory 
B)  workbench memory 
C)  permanent memory 
D)  long-term memory 
E)  absolute memory 
A)  sensory memory 
B)  workbench memory 
C)  permanent memory 
D)  long-term memory 
E)  absolute memory

Question 14

Which of the following statements is FALSE regarding comprehension?

Accepted Answer

A)  Comprehension is not influenced by external factors within the consumer's environment. 
B)  Comprehension includes both cognitive and affective elements. 
C)  Consumers don't always comprehend messages in the intended way. 
D)  The process of comprehension is largely influenced by other internal factors within the consumer. 
E)  all of these statements are true regarding comprehension 
A)  Comprehension is not influenced by external factors within the consumer's environment. 
B)  Comprehension includes both cognitive and affective elements. 
C)  Consumers don't always comprehend messages in the intended way. 
D)  The process of comprehension is largely influenced by other internal factors within the consumer. 
E)  all of these statements are true regarding comprehension

Question 15

Every concept within a consumer's associative network is linked to every other concept.

Accepted Answer

A) True 
 B)False

Question 16

Brain dominance refers to the phenomenon of _____.

Accepted Answer

A)  brain-sidedness 
B)  hemispheric lateralization 
C)  cognitive/affective division 
D)  framing 
E)  habituation/adaptation 
A)  brain-sidedness 
B)  hemispheric lateralization 
C)  cognitive/affective division 
D)  framing 
E)  habituation/adaptation

Question 17

Comprehension is the psychological process by which knowledge is recorded.

Accepted Answer

A) True 
 B)False

Question 18

Research has shown that it is easier for people to remember concrete words, such as dog or car, better than they can remember abstract concepts, such as justice or peace. It is believed to be due to the fact that people can more easily picture concrete concepts and thus put that information in their long-term memory via two different sensory "traces." That is, they put the word in long term memory as well as an image of that word. This process in which two different sensory traces are available to remember something is called _____.

Accepted Answer

A)  repetition 
B)  redundancy 
C)  dual coding 
D)  meaningful encoding 
E)  chunking 
A)  repetition 
B)  redundancy 
C)  dual coding 
D)  meaningful encoding 
E)  chunking

Question 19

A schema represents a consumer's entire associative network.

Accepted Answer

A) True 
 B)False

Question 20

_____ represents the extent to which a message is internally consistent and fits surrounding information.

Accepted Answer

A)  Message congruity 
B)  Figure 
C)  Ground 
D)  Message complexity 
E)  Message simplicity 
A)  Message congruity 
B)  Figure 
C)  Ground 
D)  Message complexity 
E)  Message simplicity

Sensory memory has unlimited capacity and duration.

_____ represent concepts in an associative network.

Define social schema and describe one for a counter person working in a fast food restaurant of your choice. Compare that to your social schema of a waiter or waitress in a sit-down restaurant.

American consumers expect to be able to easily obtain goods on shopping excursions, but that is not the case in Russia. However, Americans and Russians report similar amounts of shopping value because Russians expect that they will encounter difficulty acquiring things, which is termed _____.

A source's effectiveness in gaining comprehension can be impacted by which factor?

Which of the following involves the association of active information in short-term memory with other information that is recalled from long-term memory?

Long-term memory is a repository for all information that a person has encountered.

Which type of schema is the cognitive representation that gives a specific type of person meaning?

Which of the following is an environmental characteristic affecting consumer comprehension?

The duration of workbench memory is unlimited but capacity is limited.

Attribution theory tells us that communications provide information in ways beyond the explicit or obvious content.

Which of the following can expand the capacity of the workbench memory?

Which of the following is considered a repository for all information that a person has encountered?

Which of the following statements is FALSE regarding comprehension?

Every concept within a consumer's associative network is linked to every other concept.

Brain dominance refers to the phenomenon of _____.

Comprehension is the psychological process by which knowledge is recorded.

A schema represents a consumer's entire associative network.

_____ represents the extent to which a message is internally consistent and fits surrounding information.

What Is CB and Why Should I Care

Value and the Consumer Behavior Value Framework

Consumer Learning Starts Here: Perception

Motivation and Emotion: Driving Consumer Behavior

Personality, Lifestyles, and the Self-Concept

Attitudes and Attitude Change

Consumer Culture

Microcultures

Group and Interpersonal Influence

Consumers in Situations

Decision Making I: Need Recognition and Search

Decision Making Ii: Alternative Evaluation and Choice

Consumption to Satisfaction

Consumer Relationships

Consumer and Marketing Misbehavior

Filters

Exam 4: Comprehension, Memory, and Cognitive Learning

Sensory memory has unlimited capacity and duration.

_____ represent concepts in an associative network.

Define social schema and describe one for a counter person working in a fast food restaurant of your choice. Compare that to your social schema of a waiter or waitress in a sit-down restaurant.

American consumers expect to be able to easily obtain goods on shopping excursions, but that is not the case in Russia. However, Americans and Russians report similar amounts of shopping value because Russians expect that they will encounter difficulty acquiring things, which is termed _____.

A source's effectiveness in gaining comprehension can be impacted by which factor?

Which of the following involves the association of active information in short-term memory with other information that is recalled from long-term memory?

Long-term memory is a repository for all information that a person has encountered.

Which type of schema is the cognitive representation that gives a specific type of person meaning?

Which of the following is an environmental characteristic affecting consumer comprehension?

The duration of workbench memory is unlimited but capacity is limited.

Attribution theory tells us that communications provide information in ways beyond the explicit or obvious content.

Which of the following can expand the capacity of the workbench memory?

Which of the following is considered a repository for all information that a person has encountered?

Which of the following statements is FALSE regarding comprehension?

Every concept within a consumer's associative network is linked to every other concept.

Brain dominance refers to the phenomenon of _____.

Comprehension is the psychological process by which knowledge is recorded.

A schema represents a consumer's entire associative network.

_____ represents the extent to which a message is internally consistent and fits surrounding information.

What Is CB and Why Should I Care

Value and the Consumer Behavior Value Framework

Consumer Learning Starts Here: Perception

Motivation and Emotion: Driving Consumer Behavior

Personality, Lifestyles, and the Self-Concept

Attitudes and Attitude Change

Consumer Culture

Microcultures

Group and Interpersonal Influence

Consumers in Situations

Decision Making I: Need Recognition and Search

Decision Making Ii: Alternative Evaluation and Choice

Consumption to Satisfaction

Consumer Relationships

Consumer and Marketing Misbehavior

Filters