Exam 4: Comprehension,memory,and Cognitive Learning

Sam,a high school student,lives in a busy neighborhood.When he sits down to study,he can hear different noises-a phone ringing somewhere,a baby crying,a car honking-even though he does not pay attention to them.These noises will be stored in Sam's _____.

An associative network is a network of:

Before information can be stored in the long-term memory,all stimuli are converted to meaning that can be expressed verbally.This process of converting stimuli is known as _____.

PROM NIGHT SCENARIO Sara had been very excited thinking about her approaching senior prom. She had been flipping through many fashion journals for "the dress". She had almost zeroed in on a gold dress. However, believing it to be too expensive, she did not even bother to check the price, even though, the advertisement said "affordable elegance". Finally, she chose an orange chiffon dress. As she tried the dress on, a sequence of events began to play in her mind-how Jake, her date, will come to pick her up in a limousine, and will tie a corsage around her wrist, how her parents will click a picture, and how they will zoom away to the prom venue and dance the night away-images that have been playing on her mind for days now. On the night of the prom, as she was dancing with Jake, she thought to herself, "Everything is just the way it should be." She was so happy when she was dancing the waltz that-the crowd, the noise, the music-everything drowned out. When they finally sat down for dinner, they were served by butlers. These butlers were efficient, tactful and mannerly, exactly the way Sara and her friends had always imagined butlers would be like. It was perfect. The night was very special for Sara and she thought that she will remember it for the rest of her life as one of her happiest memories. -Refer to Prom Night Scenario.Which of the following represents the sequence of events Sara mentally went through regarding what to expect on her prom night?

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

Iconic storage is the storage of:

In a marketing message,_____ refers to the consumers' perception of how honest and unbiased the source is.

Explain script with respect to memory and describe a script for each of the following situations: (a)attending an awards ceremony (b)shopping for a computer (c)attending a sporting event (d)going on a first date

A small piece of coded information that helps to retrieve a particular piece of knowledge is known as a _____.

Define comprehension.List the main factors that influence consumer comprehension.Discuss an example of each factor.

VALENTINE'S DAY SCENARIO Todd decides to propose marriage to his girlfriend on Valentine's Day. He wants this to be a very special day, so he decided to take her to a fancy restaurant. He is not sure about the choice of restaurant, and so he asks his boss, who often patronizes fancy restaurants, for suggestions. Though Todd doesn't have much experience in fine restaurants, he knows what to expect: he will give his car to the valet, be seated by the hostess, be given menus and a wine list, order, eat, pay the bill, and retrieve his car from the valet. On the big day, he goes to his girlfriend's apartment with a dozen roses in his hand and the ring in his pocket. He likes the restaurant his boss suggested, and thinks the food is really good, but finds the choice of background music odd. In his opinion, a fancy restaurant shouldn't be playing pop music. However, the rest of the night goes according to plan. He will always remember how beautiful his girlfriend looks and how happy they are when she accepts his proposal. -Refer to Valentine's Day Scenario.The pop music Todd was exposed to while he was in the restaurant is most likely to be stored in his _____ memory.

Harley-Davidson can be said to be the _____ of the motorcycle category because it is that concept within the motorcycle category which can be the single best representative of the motorcycle category.

Which of the following provides a consumer with the deepest comprehension and the greatest chance of accurate recall?

Consumers display a preference for things that are consistent with their prior knowledge.

The psychological process by which knowledge is recorded is known as _____.

The process through which consumers reconstruct memory traces into a formed recollection of the information they are trying to remember is known as _____.

PROM NIGHT SCENARIO Sara had been very excited thinking about her approaching senior prom. She had been flipping through many fashion journals for "the dress". She had almost zeroed in on a gold dress. However, believing it to be too expensive, she did not even bother to check the price, even though, the advertisement said "affordable elegance". Finally, she chose an orange chiffon dress. As she tried the dress on, a sequence of events began to play in her mind-how Jake, her date, will come to pick her up in a limousine, and will tie a corsage around her wrist, how her parents will click a picture, and how they will zoom away to the prom venue and dance the night away-images that have been playing on her mind for days now. On the night of the prom, as she was dancing with Jake, she thought to herself, "Everything is just the way it should be." She was so happy when she was dancing the waltz that-the crowd, the noise, the music-everything drowned out. When they finally sat down for dinner, they were served by butlers. These butlers were efficient, tactful and mannerly, exactly the way Sara and her friends had always imagined butlers would be like. It was perfect. The night was very special for Sara and she thought that she will remember it for the rest of her life as one of her happiest memories. -Refer to Prom Night Scenario.The night was very special for Sara and she thought that she will remember it for the rest of her life as one of her happiest memories.Sara's memory of her prom night is an example of a(n)_____ memory.

Define social stereotype.Explain how attempts to demarket a product can be implemented by stigmatizing consumption with a negative stereotype.

PROM NIGHT SCENARIO Sara had been very excited thinking about her approaching senior prom. She had been flipping through many fashion journals for "the dress". She had almost zeroed in on a gold dress. However, believing it to be too expensive, she did not even bother to check the price, even though, the advertisement said "affordable elegance". Finally, she chose an orange chiffon dress. As she tried the dress on, a sequence of events began to play in her mind-how Jake, her date, will come to pick her up in a limousine, and will tie a corsage around her wrist, how her parents will click a picture, and how they will zoom away to the prom venue and dance the night away-images that have been playing on her mind for days now. On the night of the prom, as she was dancing with Jake, she thought to herself, "Everything is just the way it should be." She was so happy when she was dancing the waltz that-the crowd, the noise, the music-everything drowned out. When they finally sat down for dinner, they were served by butlers. These butlers were efficient, tactful and mannerly, exactly the way Sara and her friends had always imagined butlers would be like. It was perfect. The night was very special for Sara and she thought that she will remember it for the rest of her life as one of her happiest memories. -Refer to Prom Night Scenario.Sara was so happy when she was dancing the waltz that-the crowd,the noise,the music-everything drowned out.This indicates that the noise of the crowd and the music were most likely to be stored in Sara's _____ memory.

With elaboration,increased information is retrieved from long-term memory and attached to the new information and understanding.