Exam 4: Comprehension, Memory, and Cognitive Learning

The more involved a consumer is with a message,the lesser will be the capacity of his workbench memory.

Which of the following TV ads for Shine,a toothpaste brand,is likely to hold more appeal for a consumer who is right-brain dominant than for a consumer who is left-brain dominant?

Explain script with respect to memory and describe a script for each of the following situations: (a) attending an awards ceremony (b) shopping for a computer (c) attending a sporting event (d) going on a first date

Consumers prefer objects that are consistent with the golden section.

Which of the following is true of workbench memory?

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

VALENTINE'S DAY SCENARIO Todd decides to propose marriage to his girlfriend on Valentine's Day. He wants this to be a very special day, so he decided to take her to a fancy restaurant. He is not sure about the choice of restaurant, and so he asks his boss, who often patronizes fancy restaurants, for suggestions. Though Todd doesn't have much experience in fine restaurants, he knows what to expect: he will give his car to the valet, be seated by the hostess, be given menus and a wine list, order, eat, pay the bill, and retrieve his car from the valet. On the big day, he goes to his girlfriend's apartment with a dozen roses in his hand and the ring in his pocket. He likes the restaurant his boss suggested, and thinks the food is really good, but finds the choice of background music odd. In his opinion, a fancy restaurant shouldn't be playing pop music. However, the rest of the night goes according to plan. He will always remember how beautiful his girlfriend looks and how happy they are when she accepts his proposal. -Refer to Valentine's Day Scenario.The pop music Todd was exposed to while he was in the restaurant is most likely to be stored in his _____ memory.

Hemispheric lateralization influences metaphor comprehension.

Research suggests that traditional cigarette warning labels have a significant impact on consumer behavior.

Energizer batteries used to feature the Energizer bunny in its TV commercials,often in unexpected ways to catch viewers off-guard.Boring commercials of fake brands and mundane products like a hemorrhoid ointment would be interrupted by the sudden appearance of the Energizer bunny banging a drum.Initially,viewers would sit up and watch.However,after they had been exposed to the commercial many times,they began to expect the appearance of the bunny and tended to tune out the commercial.The consumers' response to this over-exposure is an example of _____.

Sensory memory is considered to be preattentive.

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

An associative network is a network of:

Henry's 80-year-old grandfather,Tim,has a passion for technology.He can operate Henry's new iPhone with ease.This leaves his grandson completely astounded as Tim grew up in the country with no exposure to technology.Moreover,he has had no formal education.Which of the following message receiver characteristics is most likely to explain Tim's comprehension of the new iPhone?

The association between nodes in an associative network is shown by _____.

Workbench memory has unlimited duration.

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.

VALENTINE'S DAY SCENARIO Todd decides to propose marriage to his girlfriend on Valentine's Day. He wants this to be a very special day, so he decided to take her to a fancy restaurant. He is not sure about the choice of restaurant, and so he asks his boss, who often patronizes fancy restaurants, for suggestions. Though Todd doesn't have much experience in fine restaurants, he knows what to expect: he will give his car to the valet, be seated by the hostess, be given menus and a wine list, order, eat, pay the bill, and retrieve his car from the valet. On the big day, he goes to his girlfriend's apartment with a dozen roses in his hand and the ring in his pocket. He likes the restaurant his boss suggested, and thinks the food is really good, but finds the choice of background music odd. In his opinion, a fancy restaurant shouldn't be playing pop music. However, the rest of the night goes according to plan. He will always remember how beautiful his girlfriend looks and how happy they are when she accepts his proposal. -Refer to Valentine's Day Scenario.Todd thought it was strange for a fine restaurant to be playing pop music in the dining room.It didn't match his concept of fancy restaurants.For Todd,the message conveyed by the restaurant environment lacked _____.

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

The process through which consumers reconstruct memory traces into a formed recollection of the information they are trying to remember is known as _____.