Exam 4: Comprehension,memory,and Cognitive Learning

Positively framed information primes losses,which consumers want to avoid,and encourages consumers to be more willing to take a chance on a product.

Intentional learning can be based solely on sensory memory.

According to which of the following theories,communications provide information in ways beyond the explicit or obvious content of a message?

Consumers tend to comprehend and remember more from an ad that is presented with congruent material surrounding it.

Which of the following is true of workbench memory?

Miss,a popular brand of women's clothing,introduces a new line of luxury evening wear.Management at Miss intends to market the new collection as lavish,sophisticated,and ultra feminine.Which of the following print media advertisements is most likely to have the intended effect?

The phenomenon in which the meaning of something is influenced by the information environment is called _____.

Prototypes present concepts in an associative network.

Which of the following TV ads for Shine,a toothpaste brand,is likely to hold more appeal for a consumer who is right-brain dominant than for a consumer who is left-brain dominant?

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 decided that the gold dress was expensive and did not even bother to check the price even though the advertisement said it was "affordable." Which of the following theories would best account for Sara's comprehension of the dress as "expensive"?