Exam 4: Comprehension, Memory, and Cognitive Learning

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 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.Sara's memory of her prom night is an example of a(n)_____ memory.

Repetition is the best form of learning.

A social schema is the cognitive representation that gives a specific type of person meaning.

The strength of sensory memory is duration,but the weakness is capacity.

Belief of what will happen in a future situation is known as _____.

In a message,everything besides the figure should be less important and simply represent the ground (or background)relative to the central message.

The process of grouping stimuli by meaning so that multiple stimuli can become a single memory unit is known as _____.

The memory for past events in one's life is known as the _____.

According to which of the following theories,communications provide information in ways beyond the explicit or obvious content of a message?

Comprehension applies not only to consumer learning but to consumers' attitudes as well.

Joanna bargain hunts for all her purchases.She once bought a T-shirt that was being sold for $50 and perceived it to be a good deal as everything else was priced higher.However,on her next shopping trip,she dismissed the same t-shirt as expensive as the other apparels were being sold at prices much lower than $50.Joanna's varying interpretation of the value and meaning for the same product is an example of _____.

Attempts to demarket a product can be implemented by stigmatizing consumption with a negative stereotype.

Internal factors within the consumer powerfully influence the comprehension process.

In a marketing message,the amount of knowledge that a source is perceived to have about a subject is referred to as _____.

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.Sara decided that the gold dress was expensive and did not even bother to check the price even though the advertisement said it was "affordable." Which of the following theories would best account for Sara's comprehension of the dress as "expensive"?

Every concept within a consumer's associative network is linked to every other concept.

Consumers derive expectations for service encounters from scripts.

In an associative network,the concepts are represented by _____.

The process that occurs when preexisting knowledge is used to assist in storing new information is known as _____.

_____ refers to the interpretation or understanding that a consumer develops about some attended stimulus based on the way meaning is assigned.