Exam 4: Comprehension, Memory, and Cognitive Learning

Which message source characteristic refers to the amount of knowledge that a source is perceived to have about a subject?

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 of the following represents the sequence of events Todd mentally went through regarding what to expect at the restaurant?

What is the process by which information is transferred back into workbench memory for additional processing when needed?

Create your associative network for a brand of athletic shoes of your choice and include at least five nodes. Define declarative knowledge, node, and path in associative networks, and identify each in your network.

Some advertisements for prescription drugs use doctors as their spokesperson. Consumers perceive these doctors to have a substantial amount of knowledge about health. Which source characteristic does this represent?

Canadian consumers expect to be able to easily obtain goods on shopping excursions, but that is not the case in Russia. However, Canadians and Russians report similar amounts of shopping value because Russians expect that they will encounter difficulty acquiring things. What is the term for this?

Which term refers to the process of grouping stimuli by meaning so that multiple stimuli can become a single memory unit?

Which of the following represent concepts in an associative network?

Which of the following describes information intensity?

Right-brain-dominant consumers tend to deal better with verbal processing (words), whereas left-brain-dominant consumers tend to be visual processors.

Environment density refers to the amount of information available for a consumer to process within a given environment.

What is the term for the background in a message?

Which phenomenon is referred to by the topic of brain dominance?

What is a script?

Social stereotype is another word for social schema.

Energizer batteries used to feature the Energizer Bunny in television commercials, often in unexpected ways to catch viewers off-guard. Commercials seemed to be about a fake brand of a mundane product like hemorrhoid ointment, when suddenly the Energizer Bunny would come on the screen banging a drum. After a while, though, consumers had been exposed to the commercial so many times that they began to expect the bunny to march into the picture beating his drum and tended to tune out the commercial. Which process exemplifies consumers' response to this over-exposure?

How does cognitive activation move from one concept to another in long-term memory?

Cognitive learning focuses on mental processes occurring as consumers comprehend and elaborate upon information that they receive.

Attribution theory tells us that communications provide information in ways beyond the explicit or obvious content.

Most consumers in Canada have a schema representing a wedding that has the bride coming down the aisle with her father, who gives her to the waiting groom. After the ceremony, the couple then share a kiss. What is the term for a schema representing an event such as a wedding?