Exam 4: Comprehension, Memory, and Cognitive Learning

Generally speaking,the greater the movement,the larger the picture,or the louder the sound,the less likely a consumer is to attend and comprehend something from a message.

Harley-Davidson can be said to be the _____ of the motorcycle category because it is that concept within the motorcycle category which can be the single best representative of the motorcycle category.

Compare and contrast the different memory stores in the multiple store theory of memory.

A social stereotype captures the role expectations of a person of a specific type.

_____ represents the extent to which a message is internally consistent and fits surrounding information.

Marketers should maximize incongruity in marketing messages if the primary goal is to create a favorable attitude rather than increased comprehension.

Which of the following is true of the physical characteristics of a message?

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 was so happy when she was dancing the waltz that-the crowd,the noise,the music-everything drowned out.This indicates that the noise of the crowd and the music were most likely to be stored in Sara's _____ memory.

Which of the following is true of negatively framed information?

A chunk includes seven memory units.