Exam 4: Comprehension, Memory, and Cognitive Learning

Define comprehension, and list the main factors that influence consumer comprehension.

The greater the movement, the larger the picture, or the louder the sound, the less likely a consumer is to attend and comprehend something from a message.

Episodic memories and scripts both can include knowledge necessary for consumers to use products.

Attempts to demarket a product can be implemented by stigmatizing consumption with a negative stereotype.

Information stored in long-term memory is coded with _____, which means the stimuli are converted to meaning that can be expressed verbally.

The more involved a consumer is with a message, the lesser will be the capacity of his workbench memory.

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

What is workbench memory? Explain its various aspects.

A chunk includes seven memory units.

_____ refers to the interpretation or understanding a consumer develops about some attended stimulus based on the way meaning is assigned.

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

Joanna looks out for good bargains when she goes shopping. She once bought a T-shirt that was priced at $50 and perceived it to be a good deal as all the other clothes were priced higher. However, on her next shopping trip, she dismissed the same T-shirt as expensive as other clothes were being sold at lower prices. Joanna's varying interpretation of the value of the same product is an example of _____.

Studies indicate that consumers cannot identify their "favorite" brand of beer without the label. This sort of association is created because of consumers' _____.

Henry's 75-year-old grandfather, Tim, has a passion for technology. He can operate Henry's new smartphone with ease. While growing up, Tim had no exposure to technology. However, because of his interest in cell phones, Tim keeps himself updated with new technology through advertisements on TV. He also takes the effort to visit the sites mentioned in the advertisements to gather further information. Which of the following message receiver characteristics is best illustrated by Tim's reaction to the advertisements promoting cell phones?

Miss, a popular brand of women's clothing, introduces a new line of luxury evening wear. The management of Miss wants to position the new collection as plush, sophisticated, and feminine. Which of the following print media advertisements is most likely to have the intended effect?

Jeremy and his girlfriend go to a club to dance. Jeremy feels happy when he is dancing with her and enjoys the music and the food. In the given scenario, Jeremy's experience of the night is most likely to be stored in his _____.

Comprehension applies not only to consumer learning but also to consumers' attitudes.

Which of the following television advertisements for Bright, a toothpaste brand, is likely to appeal more to a right brain-dominant consumer than to a left brain-dominant consumer?

_____ is a schema representing an event.

Gustav and his wife visit a new restaurant because they have heard good reviews about the restaurant's food, ambience, and service. The waitress who attends their table is efficient, tactful, and mannerly, exactly how he expects waitresses to be. In the context of Gustav's experience, which of the following does the waitress represent?