Exam 4: Comprehension, Memory, and Cognitive Learning

Continuation refers to the extent to which a consumer continues processing a message even after an initial understanding is achieved in the comprehension stage.

Negatively framed information often leads consumers to be less willing to take risks.

Many cold sufferers believe that when taking Buckley's Cold Medicine the experience will be unpleasant but worth it. The thought that the experience will be unpleasant can negatively affect consumers' comprehension and behaviour regarding this product. What are these thoughts influencing for consumers?

Define social schema and describe one for a counter person working in a fast food restaurant of your choice. Compare that to your social schema of a waiter or waitress in a sit-down restaurant.

Many waiters and waitresses who do not have to write down customers' orders in order to remember them group information together to make it easier to remember what each member of a dinner party ordered. What is this grouping of orders an example of?

Most television commercials for car dealerships include a person walking by the cars in the lot almost yelling about price deals; consumers have come to expect this in car dealership commercials. Which level of stimuli explains this expectation on the part of consumers?

Prototypes present concepts in an associative network.

In which of the following is the meaning of something influenced by the information environment?

When someone approaches another person and says, "I have some bad news," the person likely expects to hear something upsetting. What does the statement "I have some bad news" do to the recipient?

Valentine's Day Scenario Todd decided to propose marriage to his girlfriend on Valentine's Day. He wanted this to be a very special day, so he decided to take her to a fine restaurant. He was not sure which restaurant to go to so he asked his boss, because he dines out at fine restaurants frequently. Because Todd didn't have much experience patronizing fine restaurants, he went through the sequence of events in his mind of what will take place at the restaurant. For example, he knew he would give his car to the valet, be seated by the hostess, be given menus and a wine list, give their drink and food order, eat, pay the bill, and retrieve his car from the valet. He also rehearsed in his mind how he will propose to his girlfriend, wondering if he should get down on one knee like he's seen in commercials. So on the big day, he went to his girlfriend's apartment with a dozen roses in his hands and the ring in his pocket. The restaurant was nice and the food was good, but he thought it was strange that they were playing heavy metal music. That didn't seem to fit his thoughts of what a fine dining restaurant environment should be like. The night was very special, though, and he will always remember how beautiful his girlfriend looked that night and how happy they both were when she accepted his proposal. -Refer to Valentine's Day Scenario. Which message characteristic represents the extent that Todd thought it was strange for the fine restaurant to be playing heavy metal music in the dining room?

Which term refers to one's beliefs about what will happen in some situation?

Valentine's Day Scenario Todd decided to propose marriage to his girlfriend on Valentine's Day. He wanted this to be a very special day, so he decided to take her to a fine restaurant. He was not sure which restaurant to go to so he asked his boss, because he dines out at fine restaurants frequently. Because Todd didn't have much experience patronizing fine restaurants, he went through the sequence of events in his mind of what will take place at the restaurant. For example, he knew he would give his car to the valet, be seated by the hostess, be given menus and a wine list, give their drink and food order, eat, pay the bill, and retrieve his car from the valet. He also rehearsed in his mind how he will propose to his girlfriend, wondering if he should get down on one knee like he's seen in commercials. So on the big day, he went to his girlfriend's apartment with a dozen roses in his hands and the ring in his pocket. The restaurant was nice and the food was good, but he thought it was strange that they were playing heavy metal music. That didn't seem to fit his thoughts of what a fine dining restaurant environment should be like. The night was very special, though, and he will always remember how beautiful his girlfriend looked that night and how happy they both were when she accepted his proposal. -Refer to Valentine's Day Scenario. Which source characteristic of Todd's boss most likely influenced his decision on which restaurant to patronize?

A glass filled halfway can be presented as "half-full" or "half-empty." What is this an example of?

Most accountants tend to be linear thinkers and verbal processors. Which brain dominance does this represent?

Where is information stored and encoded for placement in long-term memory and, eventually, retrieved for future use?

Compare and contrast the different memory stores in the multiple store theory of memory.

Which of the following is an environmental characteristic affecting consumer comprehension?

The level of a stimuli to which a consumer has become accustomed is called the habituation level.

To really learn something, you should repeat it over and over.

Which type of knowledge refers to cognitive components that represent facts in an associative network?