Question 1

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

Accepted Answer

A) True 
 B)False  False

Question 2

Some categories are not well represented by an exemplar.For instance,a "pharmaceutical sales rep" category likely does not evoke a specific person who best represents that category.However,an image is associated in one's mind with the category.This type of schema is known as a(n)_____.

Accepted Answer

A)  specimen
B)  prototype
C)  epitome
D)  stereotype
E)  archetype B

Question 3

Consumers can realize value even without an ability to assign meaning to the things consumed.

Accepted Answer

A) True 
 B)False  False

Question 4

Social memory refers to the memory for past events in one's life.

Accepted Answer

A) True 
 B)False

Question 5

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

Accepted Answer

A)  Message congruity
B)  Message visibility
C)  Message attractiveness
D)  Message complexity
E)  Message acceptability

Question 6

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

Accepted Answer

A) True 
 B)False

Question 7

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

Question 8

A memory trace is a mental path by which some thought becomes dormant.

Accepted Answer

A) True 
 B)False

Question 9

A script is a schema representing an event.

Accepted Answer

A) True 
 B)False

Question 10

Declarative knowledge is represented in an associative network when two nodes are linked by a path.

Accepted Answer

A) True 
 B)False

Question 11

Cognitive interference provides the deepest comprehension and greatest chance of accurate recall.

Accepted Answer

A) True 
 B)False

Question 12

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

Question 13

When consumers believe that they will get 50 percent off on the purchase of a second item of equal or lesser value after reading an advertisement for a clothing store,_____ of the marketing message has occurred.

Accepted Answer

A)  sensitization
B)  distinction
C)  habituation
D)  rumination
E)  comprehension

Question 14

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

Accepted Answer

A)  categorization
B)  schema
C)  script
D)  expectation
E)  facilitation

Question 15

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

Question 16

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

Accepted Answer

A)  scripts
B)  paths
C)  traces
D)  tags
E)  schemas

Question 17

Consumers who are right brain dominant may respond particularly well to metaphors.

Accepted Answer

A) True 
 B)False

Question 18

Internal factors within the consumer powerfully influence the comprehension process.

Accepted Answer

A) True 
 B)False

Question 19

The management at Drops & Dew,a newly established winery,uses an ad showing kids roller-skating and sipping wine with rap music in the background.Which of the following is most likely to be the consumers' response toward the advertisement?

Accepted Answer

A)  Consumers will process the information presented more deeply.
B)  Consumers' comprehension of the product will decrease due to message incongruity.
C)  Consumers will develop a favorable attitude toward the product presented.
D)  Consumers' attitude will be more favorable as the message source is credible.
E)  Consumers' will purchase the product because the message source is trustworthy.

Question 20

Which of the following terms refers to a type of associative network that works as a cognitive representation of a phenomenon that provides meaning to that entity?

Accepted Answer

A)  Schema
B)  Archetype
C)  Specimen
D)  Prototype
E)  Exemplar

Exam 4: Comprehension,memory,and Cognitive Learning

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

Some categories are not well represented by an exemplar.For instance,a "pharmaceutical sales rep" category likely does not evoke a specific person who best represents that category.However,an image is associated in one's mind with the category.This type of schema is known as a(n) _____.

Consumers can realize value even without an ability to assign meaning to the things consumed.

Social memory refers to the memory for past events in one's life.

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

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

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 memory trace is a mental path by which some thought becomes dormant.

A script is a schema representing an event.

Declarative knowledge is represented in an associative network when two nodes are linked by a path.

Cognitive interference provides the deepest comprehension and greatest chance of accurate recall.

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

When consumers believe that they will get 50 percent off on the purchase of a second item of equal or lesser value after reading an advertisement for a clothing store,_____ of the marketing message has occurred.

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

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

Consumers who are right brain dominant may respond particularly well to metaphors.

Internal factors within the consumer powerfully influence the comprehension process.

The management at Drops & Dew,a newly established winery,uses an ad showing kids roller-skating and sipping wine with rap music in the background.Which of the following is most likely to be the consumers' response toward the advertisement?

Which of the following terms refers to a type of associative network that works as a cognitive representation of a phenomenon that provides meaning to that entity?