Exam 4: Comprehension, Memory, and Cognitive Learning

What is rumination? How does it affect how brands are viewed?

The process through which consumers reconstruct memory traces into a formed representation of what they are trying to remember or process is known as _____.

The _____ views the memory process as utilizing three different storage areas-sensory memory, workbench memory, and long-term memory-within the brain.

The phenomenon of consumers realizing that, as consumers, they belong to certain categories of person types falls under the general heading of social identity.

What is sensory memory? Explain its various aspects.

_____ of the marketing message has occurred when consumers, after reading an advertisement for a clothing store, believe that they will get 50 percent discount on the purchase of a second item of equal or lesser value.

A prototype can differ from one person to another based on their unique experiences.

Which of the following theories hypothesizes that the way in which information is framed differentially affects risk assessments and associated consumer decisions?

Todd's parents are going to visit him, and he wants to take them out for dinner to an upscale restaurant. He is not sure about which restaurant to visit, so he asks his boss, who often patronizes upscale restaurants, for suggestions. Which source characteristic of his boss did Todd most likely consider when he asked for a suggestion?

Harley-Davidson can be considered a(n) _____ of the motorcycle category because it is the single best representative of the category.

Which of the following statements is true of consumer comprehension?

_____ refers to the extent to which a person continues processing a message even after he or she develops an initial understanding in the comprehension stage.

Hemispheric lateralization influences metaphor comprehension.

Echoic storage is the storage of:

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

A(n) _____ is the cognitive representation that gives a specific type of person meaning.

When Jenna was young, she and her mother would have a girls' night out every month. They would go shopping, watch a movie, and have dinner. These nights were very special for Jenna. As an adult, she fondly remembers those experiences as some of her happiest memories. The given scenario illustrates _____.

Consumers are said to have developed _____ toward a marketing message if they develop thoughts that contradict the message.

Habituation refers to unintentional, spontaneous, recurrent memory of past and sometimes long-ago events that are not necessarily triggered by anything in the environment.

Sensory memory creates a lot of opportunity for intentional learning.