Question 1

Positively framed information generally has a greater impact on consumers.

Accepted Answer

A) True 
 B)False  False

Question 2

Brain dominance refers to the phenomenon of hemispheric _____.

Accepted Answer

A)  infarction 
B)  lateralization 
C)  synchronization 
D)  specialization 
E)  adaptation 
A)  infarction 
B)  lateralization 
C)  synchronization 
D)  specialization 
E)  adaptation B

Question 3

A script is a schema representing an event.

Accepted Answer

A) True 
 B)False  True

Question 4

Which of the following provides a consumer with the deepest comprehension and the greatest chance of accurate recall?

Accepted Answer

A)  Personal elaboration 
B)  Cognitive interference 
C)  Spreading activation 
D)  Dual coding 
E)  Meaningful encoding 
A)  Personal elaboration 
B)  Cognitive interference 
C)  Spreading activation 
D)  Dual coding 
E)  Meaningful encoding

Question 5

When Henry's mother was on the phone,she called out a phone number to him asking Henry to remember it.He tried to remember the number by repeatedly thinking of it.This process of remembering something by repeatedly thinking of it is known as _____.

Accepted Answer

A)  tagging 
B)  retrieval 
C)  rehearsal 
D)  dual coding 
E)  chunking 
A)  tagging 
B)  retrieval 
C)  rehearsal 
D)  dual coding 
E)  chunking

Question 6

Beverage marketers have realized for decades that packaging plays a major role in how beverages are perceived.In fact,studies indicate that consumers cannot even identify their "favorite" brand of beer without the package/label.This sort of association is created because of consumers' _____.

Accepted Answer

A)  low level of involvement 
B)  congruity 
C)  expectations 
D)  low level of knowledge 
E)  sensitization 
A)  low level of involvement 
B)  congruity 
C)  expectations 
D)  low level of knowledge 
E)  sensitization

Question 7

A schema is a type of associative network that works as a cognitive representation of a phenomenon that provides meaning to that entity.

Accepted Answer

A) True 
 B)False

Question 8

The process in which two different sensory "traces" are available to remember something is known as _____.

Accepted Answer

A)  semantic coding 
B)  chunking 
C)  dual coding 
D)  meaningful encoding 
E)  mental tagging 
A)  semantic coding 
B)  chunking 
C)  dual coding 
D)  meaningful encoding 
E)  mental tagging

Question 9

Name and describe four mental processes that help consumers remember things.Discuss an example of how you can use each to perform better in an exam.

Accepted Answer

The four mental processes that help cons

Question 10

Most consumers in the United States have a schema representing a wedding that has the bride coming down the aisle with her father,who gives her to the groom.After the ceremony,the groom kisses the bride.This schema is an example of a(n)_____.

Accepted Answer

A)  script 
B)  sample 
C)  exemplar 
D)  stereotype 
E)  archetype 
A)  script 
B)  sample 
C)  exemplar 
D)  stereotype 
E)  archetype

Question 11

According to which of the following laws,the capacity limit for the workbench memory is between three and seven units of information?

Accepted Answer

A)  Skinner's law 
B)  Pavlov's law 
C)  Miller's law 
D)  Baddelay's law 
E)  Maslow's law 
A)  Skinner's law 
B)  Pavlov's law 
C)  Miller's law 
D)  Baddelay's law 
E)  Maslow's law

Question 12

Which of the following storage areas of the memory system is used to store and encode information for placement in the long-term memory as well as to retrieve encoded information for future use?

Accepted Answer

A)  Sensory memory 
B)  Procedural memory 
C)  Workbench memory 
D)  Declarative memory 
E)  Episodic memory 
A)  Sensory memory 
B)  Procedural memory 
C)  Workbench memory 
D)  Declarative memory 
E)  Episodic memory

Question 13

If a consumer develops thoughts that contradict a marketing message,then he/she is said to have developed _____ arguments toward the message.

Accepted Answer

A)  futile 
B)  practical 
C)  fallible 
D)  parallel 
E)  counter 
A)  futile 
B)  practical 
C)  fallible 
D)  parallel 
E)  counter

Question 14

The mental path by which some thought becomes active is known as _____.

Accepted Answer

A)  memory trace 
B)  mental script 
C)  activation node 
D)  memory tag 
E)  mental schema 
A)  memory trace 
B)  mental script 
C)  activation node 
D)  memory tag 
E)  mental schema

Question 15

If consumers do not tag information in a meaningful way,the encoding process results in errors.

Accepted Answer

A) True 
 B)False

Question 16

All things equal,_____ is the weakest form of learning.

Accepted Answer

A)  chunking 
B)  repetition 
C)  dual coding 
D)  tracing 
E)  tagging 
A)  chunking 
B)  repetition 
C)  dual coding 
D)  tracing 
E)  tagging

Question 17

PROM NIGHT SCENARIO
Sara had been very excited thinking about her approaching senior prom. She had been flipping through many fashion journals for "the dress". She had almost zeroed in on a gold dress. However, believing it to be too expensive, she did not even bother to check the price, even though, the advertisement said "affordable elegance". Finally, she chose an orange chiffon dress. As she tried the dress on, a sequence of events began to play in her mind-how Jake, her date, will come to pick her up in a limousine, and will tie a corsage around her wrist, how her parents will click a picture, and how they will zoom away to the prom venue and dance the night away-images that have been playing on her mind for days now. On the night of the prom, as she was dancing with Jake, she thought to herself, "Everything is just the way it should be." She was so happy when she was dancing the waltz that-the crowd, the noise, the music-everything drowned out. When they finally sat down for dinner, they were served by butlers. These butlers were efficient, tactful and mannerly, exactly the way Sara and her friends had always imagined butlers would be like. It was perfect. The night was very special for Sara and she thought that she will remember it for the rest of her life as one of her happiest memories.
-Refer to Prom Night Scenario.The butler was efficient,tactful and mannerly,exactly the way Sara and her friends had always imagined butlers would be.For Sara and her friends,the butler represented the social _____ of butlers.

Accepted Answer

A)  specimen 
B)  sample 
C)  script 
D)  archetype 
E)  stereotype 
A)  specimen 
B)  sample 
C)  script 
D)  archetype 
E)  stereotype

Question 18

Define social stereotype.Explain how attempts to demarket a product can be implemented by stigmatizing consumption with a negative stereotype.

Accepted Answer

A social stereotype is the cognitive rep

Question 19

Which of the following is true of consumer comprehension?

Accepted Answer

A)  Consumer comprehension process is not influenced by internal factors within the consumer. 
B)  Consumer comprehension does not include affective components as it is based only on the consumer's cognitive aspects. 
C)  Consumers' comprehension of marketing messages does not always occur in the way they are intended to. 
D)  Consumer comprehension rarely goes beyond the explicit content of the marketing message. 
E)  Consumer comprehension is not essential for the realization of value in the consumption process. 
A)  Consumer comprehension process is not influenced by internal factors within the consumer. 
B)  Consumer comprehension does not include affective components as it is based only on the consumer's cognitive aspects. 
C)  Consumers' comprehension of marketing messages does not always occur in the way they are intended to. 
D)  Consumer comprehension rarely goes beyond the explicit content of the marketing message. 
E)  Consumer comprehension is not essential for the realization of value in the consumption process.

Question 20

Before information can be stored in the long-term memory,all stimuli are converted to meaning that can be expressed verbally.This process of converting stimuli is known as _____.

Accepted Answer

A)  semantic coding 
B)  meaningful encoding 
C)  dual coding 
D)  response generation 
E)  cognitive interference 
A)  semantic coding 
B)  meaningful encoding 
C)  dual coding 
D)  response generation 
E)  cognitive interference

Positively framed information generally has a greater impact on consumers.

Brain dominance refers to the phenomenon of hemispheric _____.

A script is a schema representing an event.

Which of the following provides a consumer with the deepest comprehension and the greatest chance of accurate recall?

When Henry's mother was on the phone,she called out a phone number to him asking Henry to remember it.He tried to remember the number by repeatedly thinking of it.This process of remembering something by repeatedly thinking of it is known as _____.

Beverage marketers have realized for decades that packaging plays a major role in how beverages are perceived.In fact,studies indicate that consumers cannot even identify their "favorite" brand of beer without the package/label.This sort of association is created because of consumers' _____.

A schema is a type of associative network that works as a cognitive representation of a phenomenon that provides meaning to that entity.

The process in which two different sensory "traces" are available to remember something is known as _____.

Name and describe four mental processes that help consumers remember things.Discuss an example of how you can use each to perform better in an exam.

Most consumers in the United States have a schema representing a wedding that has the bride coming down the aisle with her father,who gives her to the groom.After the ceremony,the groom kisses the bride.This schema is an example of a(n)_____.

According to which of the following laws,the capacity limit for the workbench memory is between three and seven units of information?

Which of the following storage areas of the memory system is used to store and encode information for placement in the long-term memory as well as to retrieve encoded information for future use?

If a consumer develops thoughts that contradict a marketing message,then he/she is said to have developed _____ arguments toward the message.

The mental path by which some thought becomes active is known as _____.

If consumers do not tag information in a meaningful way,the encoding process results in errors.

All things equal,_____ is the weakest form of learning.

Define social stereotype.Explain how attempts to demarket a product can be implemented by stigmatizing consumption with a negative stereotype.

Which of the following is true of consumer comprehension?

Before information can be stored in the long-term memory,all stimuli are converted to meaning that can be expressed verbally.This process of converting stimuli is known as _____.

What is CB and Why Should I Care?

Value and the Consumer Behavior Value Framework

Consumer Learning Starts Here: Perception

Motivation and Emotion: Driving Consumer Behavior

Personality, Lifestyles, and the Self-Concept

Attitudes and Attitude Change

Group and Interpersonal Influence

Consumer Culture

Microcultures

Consumers in Situations

Decision Making I: Need Recognition and Search

Decision Making II: Alternative Evaluation and Choice

Consumption to Satisfaction

Consumer Relationships

Consumer and Marketing Misbehavior

Filters

Exam 4: Comprehension, Memory, and Cognitive Learning

Positively framed information generally has a greater impact on consumers.

Brain dominance refers to the phenomenon of hemispheric _____.

A script is a schema representing an event.

Which of the following provides a consumer with the deepest comprehension and the greatest chance of accurate recall?

When Henry's mother was on the phone,she called out a phone number to him asking Henry to remember it.He tried to remember the number by repeatedly thinking of it.This process of remembering something by repeatedly thinking of it is known as _____.

Beverage marketers have realized for decades that packaging plays a major role in how beverages are perceived.In fact,studies indicate that consumers cannot even identify their "favorite" brand of beer without the package/label.This sort of association is created because of consumers' _____.

A schema is a type of associative network that works as a cognitive representation of a phenomenon that provides meaning to that entity.

The process in which two different sensory "traces" are available to remember something is known as _____.

Name and describe four mental processes that help consumers remember things.Discuss an example of how you can use each to perform better in an exam.

Most consumers in the United States have a schema representing a wedding that has the bride coming down the aisle with her father,who gives her to the groom.After the ceremony,the groom kisses the bride.This schema is an example of a(n)_____.

According to which of the following laws,the capacity limit for the workbench memory is between three and seven units of information?

Which of the following storage areas of the memory system is used to store and encode information for placement in the long-term memory as well as to retrieve encoded information for future use?

If a consumer develops thoughts that contradict a marketing message,then he/she is said to have developed _____ arguments toward the message.

The mental path by which some thought becomes active is known as _____.

If consumers do not tag information in a meaningful way,the encoding process results in errors.

All things equal,_____ is the weakest form of learning.

Define social stereotype.Explain how attempts to demarket a product can be implemented by stigmatizing consumption with a negative stereotype.

Which of the following is true of consumer comprehension?

Before information can be stored in the long-term memory,all stimuli are converted to meaning that can be expressed verbally.This process of converting stimuli is known as _____.

What is CB and Why Should I Care?

Value and the Consumer Behavior Value Framework

Consumer Learning Starts Here: Perception

Motivation and Emotion: Driving Consumer Behavior

Personality, Lifestyles, and the Self-Concept

Attitudes and Attitude Change

Group and Interpersonal Influence

Consumer Culture

Microcultures

Consumers in Situations

Decision Making I: Need Recognition and Search

Decision Making II: Alternative Evaluation and Choice

Consumption to Satisfaction

Consumer Relationships

Consumer and Marketing Misbehavior

Filters