Exam 4: Comprehension, Memory, and Cognitive Learning

A print advertisement for Nivea skin lotion uses tangible attributes like pastel colours and script-type fonts to make the product appear feminine. Which characteristic of the message does this exemplify?

Which term refers to the interpretation or understanding that a consumer develops about some attended stimulus in order to assign meaning?

Amie is studying for an exam by mentally "saying" the definitions repeatedly. Which mental process is Amie using to help remember the material?

Which two message source characteristics do consumers associate with credibility?

Imperative knowledge refers to cognitive components that represent facts.

What is the mental path by which some thought becomes active?

Primary memory is the area in memory where the things that we encounter with any of the five human senses are stored.

Research has shown that it is easier for people to remember concrete words, such as dog or car, better than they can remember abstract concepts, such as justice or peace. It is believed to be due to the fact that people can more easily picture concrete concepts and thus put that information in their long-term memory via two different sensory "traces." That is, they put the word in long-term memory as well as an image of that word. Which term refers to this process in which two different sensory traces are available to remember something?

Which term refers to a concept within a schema that is the single best representative of some category?

Paths show the association between nodes in an associative network.

Long-term memory is a repository for all information that a person has encountered.

One major problem with using repetition as a mental process to remember things is that other things are vying for processing capacity when rehearsing the information. What is the term for this problem?

An advertisement for Corona beer shows a couple lounging in beach chairs on a beautiful beach. The water is crystal clear, the sky is brilliantly blue, and the sand is white. With respect to message characteristics that influence comprehension, what is represented in the message by the water, sky, and sand?

Which source characteristic refers to how honest and unbiased the source is perceived to be?

A declarative network is a network of mental pathways linking knowledge within memory.

What is the term for a small piece of coded information that helps that particular piece of knowledge get retrieved?

Erin is a very talented artist who tends to be a visual processor. However, she has problems with verbal processing. Which brain dominance best describes Erin?

Corona Beer airs an advertisement that shows no words but only images of a couple sitting on a beach looking into the horizon What kind of person would appreciate this type of commercial?

The multiple store theory of memory views the memory process as utilizing four different storage areas within the human brain.

A television commercial shows a car driving on a curvy road. The camera pans out to show the car zooming around the curves and then zooms in to show both the exterior and the interior of the car close up. In terms of message characteristics influencing comprehension, what does the car represent in the advertisement?