Question 1

Cognitive learning takes place through information processing.

Accepted Answer

A) True 
 B)False

Question 2

All of the following are true regarding physical characteristics of a message EXCEPT _____.

Accepted Answer

A)  Generally speaking, the greater the movement, the larger the picture, or the louder the sound, the more likely a consumer is to attend and comprehend something from a message. 
B)  Color affects the likelihood of gaining a consumer's attention, but it rarely has an impact on comprehension. 
C)  Consumers derive meaning from both the actual text of a message and the visual presentation of the message, such as font styles. 
D)  Numbers give marketers a better opportunity to shape the intended meaning of a brand. 
E)  Consumers display greater recall of an intended message when information is presented in intervals rather than in sequence. 
A)  Generally speaking, the greater the movement, the larger the picture, or the louder the sound, the more likely a consumer is to attend and comprehend something from a message. 
B)  Color affects the likelihood of gaining a consumer's attention, but it rarely has an impact on comprehension. 
C)  Consumers derive meaning from both the actual text of a message and the visual presentation of the message, such as font styles. 
D)  Numbers give marketers a better opportunity to shape the intended meaning of a brand. 
E)  Consumers display greater recall of an intended message when information is presented in intervals rather than in sequence.

Question 3

An elementary school teacher told her students to think of "Roy G. Biv" to remember the colors of a rainbow in the correct order. That is, red, orange, yellow, green, blue, indigo, and violet. This process by which this information is transferred to long-term memory through this technique is an example of _____.

Accepted Answer

A)  encoding 
B)  retrieval 
C)  categorization 
D)  capacitating 
E)  enabling 
A)  encoding 
B)  retrieval 
C)  categorization 
D)  capacitating 
E)  enabling

Question 4

_____ show the association between nodes in an associative network.

Accepted Answer

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

Question 5

_____ refers to unintentional but recurrent memory of long-ago events that are not triggered by anything in the environment.

Accepted Answer

A)  Nostalgia 
B)  Association 
C)  Schemata 
D)  Rumination 
E)  Tagging 
A)  Nostalgia 
B)  Association 
C)  Schemata 
D)  Rumination 
E)  Tagging

Question 6

When someone tells you a phone number and you whisper it to yourself so you will remember it long enough to call the number, which memory store are you using?

Accepted Answer

A)  long-term memory 
B)  sensory memory 
C)  workbench memory 
D)  iconic memory 
E)  episodic memory 
A)  long-term memory 
B)  sensory memory 
C)  workbench memory 
D)  iconic memory 
E)  episodic memory

Question 7

Social stereotype is another word for social schema.

Accepted Answer

A) True 
 B)False

Question 8

All of the following statements are true with respect to workbench memory EXCEPT _____.

Accepted Answer

A)  Unlike sensory memory, workbench memory has limited capacity. 
B)  Benchmark memory has limited duration, but not nearly as limited as sensory memory. 
C)  Information is retrieved from workbench memory. 
D)  The capacity of workbench memory expands and contracts based on the level of a consumer's involvement. 
E)  Workbench memory is the storage area where information is stored and encoded for placement in long-term memory. 
A)  Unlike sensory memory, workbench memory has limited capacity. 
B)  Benchmark memory has limited duration, but not nearly as limited as sensory memory. 
C)  Information is retrieved from workbench memory. 
D)  The capacity of workbench memory expands and contracts based on the level of a consumer's involvement. 
E)  Workbench memory is the storage area where information is stored and encoded for placement in long-term memory.

Question 9

Negatively framed information often leads consumers to be less willing to take risks.

Accepted Answer

A) True 
 B)False

Question 10

Paths show the association between nodes in an associative network.

Accepted Answer

A) True 
 B)False

Question 11

Likeability of a source can influence message comprehension.

Accepted Answer

A) True 
 B)False

Question 12

Environment density refers to the amount of information available for a consumer to process within a given environment.

Accepted Answer

A) True 
 B)False

Question 13

Erin is a vary talented artist who tends to be a visual processor. She has problems with verbal processing, though. Which brain-dominance best describes Erin?

Accepted Answer

A)  front-brain dominant 
B)  back-brain dominant 
C)  right-brain dominant 
D)  left-brain dominant 
E)  top-brain dominant 
A)  front-brain dominant 
B)  back-brain dominant 
C)  right-brain dominant 
D)  left-brain dominant 
E)  top-brain dominant

Question 14

Which of the following is TRUE regarding sensory memory?

Accepted Answer

A)  Sensory memory has limited capacity. 
B)  Consumers must allocate attention for sensory memory to be activated. 
C)  Information stored in sensory memory is coded with semantic coding. 
D)  Sensory memory is very perishable and lasts only a very short time. 
E)  all of these choices are true 
A)  Sensory memory has limited capacity. 
B)  Consumers must allocate attention for sensory memory to be activated. 
C)  Information stored in sensory memory is coded with semantic coding. 
D)  Sensory memory is very perishable and lasts only a very short time. 
E)  all of these choices are true

Question 15

Which source characteristic refers to how honest and unbiased the source is perceived to be?

Accepted Answer

A)  expertise 
B)  trustworthiness 
C)  likeability 
D)  attractiveness 
E)  congruity 
A)  expertise 
B)  trustworthiness 
C)  likeability 
D)  attractiveness 
E)  congruity

Question 16

Personal elaboration provides the deepest comprehension and greatest chance of accurate recall.

Accepted Answer

A) True 
 B)False

Question 17

Compare and contrast the different memory stores in the multiple store theory of memory.

Accepted Answer

The multiple store theory of memory</

Question 18

The process by which information is transferred back into workbench memory for additional processing when needed is known as _____.

Accepted Answer

A)  decoding 
B)  encoding 
C)  extraction 
D)  interpretation 
E)  retrieval 
A)  decoding 
B)  encoding 
C)  extraction 
D)  interpretation 
E)  retrieval

Question 19

VALENTINE'S DAY SCENARIO
This Valentine's Day Todd decided to propose marriage to his girlfriend. He wanted this to be a very special day, so he decided to take her to a fine restaurant. He is not sure which restaurant to go to, so he asked his boss because he dines out at fine restaurants frequently. Since Todd didn't have much experience patronizing fine restaurants, he went through the sequence of events in his mind of what will take place at the restaurant. For example, he knew he would give his car to the valet, be seated by the hostess, be given menus and a wine list, give their drink and food order, eat, pay the bill, and retrieve his car from the valet. He also rehearsed in his mind how he will propose to his girlfriend, wondering if he should get down on one knee like he's seen in commercials. So on the big day, he went to his girlfriend's apartment with a dozen roses in his hands and the ring in his pocket. The restaurant was nice and the food was good, but he thought it was strange that they were playing heavy metal music. That didn't seem to fit his thoughts of what a fine dining restaurant environment should be like. The night was very special, though, and he will always remember how beautiful his girlfriend looked that night and how happy they both were when she accepted his proposal.
-Refer to Valentine's Day Scenario. Which of the following represents the sequence of events Todd mentally went through regarding what to expect at the restaurant?

Accepted Answer

A)  social schema 
B)  script 
C)  episodic memory 
D)  associative network 
E)  social stereotype 
A)  social schema 
B)  script 
C)  episodic memory 
D)  associative network 
E)  social stereotype

Question 20

Generally speaking, the larger the font, the larger the picture, or the more intense the sound, the less likely a consumer is to comprehend something from a message.

Accepted Answer

A) True 
 B)False

Cognitive learning takes place through information processing.

All of the following are true regarding physical characteristics of a message EXCEPT _____.

_____ show the association between nodes in an associative network.

_____ refers to unintentional but recurrent memory of long-ago events that are not triggered by anything in the environment.

When someone tells you a phone number and you whisper it to yourself so you will remember it long enough to call the number, which memory store are you using?

Social stereotype is another word for social schema.

All of the following statements are true with respect to workbench memory EXCEPT _____.

Negatively framed information often leads consumers to be less willing to take risks.

Paths show the association between nodes in an associative network.

Likeability of a source can influence message comprehension.

Environment density refers to the amount of information available for a consumer to process within a given environment.

Erin is a vary talented artist who tends to be a visual processor. She has problems with verbal processing, though. Which brain-dominance best describes Erin?

Which of the following is TRUE regarding sensory memory?

Which source characteristic refers to how honest and unbiased the source is perceived to be?

Personal elaboration provides the deepest comprehension and greatest chance of accurate recall.

Compare and contrast the different memory stores in the multiple store theory of memory.

The process by which information is transferred back into workbench memory for additional processing when needed is known as _____.

Generally speaking, the larger the font, the larger the picture, or the more intense the sound, the less likely a consumer is to comprehend something from a message.

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

Cognitive learning takes place through information processing.

All of the following are true regarding physical characteristics of a message EXCEPT _____.

_____ show the association between nodes in an associative network.

_____ refers to unintentional but recurrent memory of long-ago events that are not triggered by anything in the environment.

When someone tells you a phone number and you whisper it to yourself so you will remember it long enough to call the number, which memory store are you using?

Social stereotype is another word for social schema.

All of the following statements are true with respect to workbench memory EXCEPT _____.

Negatively framed information often leads consumers to be less willing to take risks.

Paths show the association between nodes in an associative network.

Likeability of a source can influence message comprehension.

Environment density refers to the amount of information available for a consumer to process within a given environment.

Erin is a vary talented artist who tends to be a visual processor. She has problems with verbal processing, though. Which brain-dominance best describes Erin?

Which of the following is TRUE regarding sensory memory?

Which source characteristic refers to how honest and unbiased the source is perceived to be?

Personal elaboration provides the deepest comprehension and greatest chance of accurate recall.

Compare and contrast the different memory stores in the multiple store theory of memory.

The process by which information is transferred back into workbench memory for additional processing when needed is known as _____.

Generally speaking, the larger the font, the larger the picture, or the more intense the sound, the less likely a consumer is to comprehend something from a message.

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