Exam 4: Comprehension, Memory, and Cognitive Learning

Gottahave is a cereal brand. The company used to feature its mascot, an animated giraffe, in its TV commercials, to attract viewers' attention. Initially, viewers would watch the commercial. However, after they had been exposed to the commercial many times, they began to expect the appearance of the giraffe and tended to tune out the commercial. The consumers' response to this overexposure is an example of _____.

The management of Drops & Dew, a winery, introduces a new wine that has golden packaging and product information written in a gothic font. Which of the following is most likely to be the response of consumers toward the wine and the marketing message?

_____ states that the capacity limit for workbench memory is between three and seven units of information.

In the context of associative networks, _____ represent association between nodes.

Sam, a high school student, lives in a busy neighborhood. When he sits down to study, he can hear different sounds, such as a phone ringing somewhere, a baby crying, a car honking, even though he does not pay much attention to these sounds. In this case, these sounds will be stored in Sam's _____.

How does prior knowledge affect the comprehension of a marketing message?

The process of remembering something by repeatedly thinking of it is known as _____.

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

In terms of comprehension, familiarity can increase a consumer's motivation to process a message.

Which of the following is true of negatively framed information?

_____ provides a consumer with the deepest comprehension and greatest chance of accurate recall.

When a consumer retrieves information from long-term memory, it is processed once again in sensory memory.

Consumers derive expectations for service encounters from scripts.

The more natural a font used for a logo appears, the more positive the brand's personality.

Personal elaboration means that other things are vying for processing capacity when a consumer rehearses information.

_____ is the process of grouping stimuli by meaning so that multiple stimuli can become one memory unit.

Internal factors within a consumer rarely influence the comprehension process of a marketing message.

A _____ is a schema that is the best representative of some category but that is not represented by an existing entity.

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

A _____ is a small piece of coded data that helps to retrieve a particular piece of knowledge onto workbench memory.