Question 1

Which of the following is the level of stimuli to which a consumer has become accustomed?

Accepted Answer

A)  habituation level 
B)  absolute level 
C)  primed level 
D)  adaptation level

Question 2

Dual coding occurs when two different sensory traces are available to remember something.

Accepted Answer

A) True 
 B)False

Question 3

Explain what a script is with respect to memory and describe a script for each of the following situations:??(a) Attending a banquet or awards ceremony?(b) Shopping for a computer?(c) Attending a sporting event?(d) Going on a first date

Accepted Answer

The answer of Explain what a script is with respect...

Question 4

Factors that influence comprehension can be divided into three categories: characteristics of the message, characteristics of the message receiver, and characteristics of the environment.

Accepted Answer

A) True 
 B)False

Question 5

What term refers to the thoughts that further reinforce a message?

Accepted Answer

A)  support arguments 
B)  congruent arguments 
C)  synergistic thoughts 
D)  consistent thoughts

Question 6

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

Accepted Answer

A) True 
 B)False

Question 7

A schema represents a consumer's entire associative network.

Accepted Answer

A) True 
 B)False

Question 8

An exemplar is a concept within a schema that is the single best representative of some category.

Accepted Answer

A) True 
 B)False

Question 9

Which term refers to a schema that is the best representation of some category but that is not represented by an existing entity?

Accepted Answer

A)  script 
B)  prototype 
C)  exemplar 
D)  frame

Question 10

Wanda is two years old and learned that watermelons taste sweet, are red on the inside, have black seeds, and are green on the outside. What do these facts represent in Wanda's associative network concerning watermelons?

Accepted Answer

A)  paths 
B)  tags 
C)  associative knowledge 
D)  declarative knowledge

Question 11

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

Accepted Answer

A) True 
 B)False

Question 12

Priming theory hypothesizes that the way in which information is framed differentially affects risk assessments and any associated consumer decisions.

Accepted Answer

A) True 
 B)False

Question 13

Which statement best describes sensory memory?

Accepted Answer

A)  Sensory memory has limited capacity. 
B)  Consumers must allocate attention for sensory memory to be activated. 
C)  Information stored in sensory memory is coded with semantic coding. 
D)  Sensory memory is very perishable and lasts only a very short time.

Question 14

Cognitive learning takes place through information processing.

Accepted Answer

A) True 
 B)False

Question 15

Which term refers to the process by which continuous exposure to a stimulus affects the comprehension of and response to the stimulus?

Accepted Answer

A)  shaping 
B)  adaptation 
C)  framing 
D)  habituation

Question 16

Comprehension is made up of both cognitive and affective elements. What are the two things that are examined in the process of comprehension?

Accepted Answer

A)  thoughts and feelings 
B)  explicit messages and signals 
C)  likeability and expertise 
D)  happiness and sadness

Question 17

Coca-Cola is the notion within a soft drink schema that is the single best representation of that category. What does Coca-Cola represent within the soft drink product category?

Accepted Answer

A)  avatar 
B)  script 
C)  frame 
D)  exemplar

Question 18

Which process occurs when pre-existing knowledge is used to assist in storing new information?

Accepted Answer

A)  repetition 
B)  dual coding 
C)  meaningful encoding 
D)  chunking

Question 19

Generally speaking, the larger the font, the larger the picture, or the more intense the sound, the less likely a consumer is to comprehend something from a message.

Accepted Answer

A) True 
 B)False

Question 20

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

Accepted Answer

A) True 
 B)False

Exam 4: Comprehension, Memory, and Cognitive Learning

Which of the following is the level of stimuli to which a consumer has become accustomed?

Dual coding occurs when two different sensory traces are available to remember something.

Explain what a script is with respect to memory and describe a script for each of the following situations:??(a) Attending a banquet or awards ceremony?(b) Shopping for a computer?(c) Attending a sporting event?(d) Going on a first date

Factors that influence comprehension can be divided into three categories: characteristics of the message, characteristics of the message receiver, and characteristics of the environment.

What term refers to the thoughts that further reinforce a message?

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

A schema represents a consumer's entire associative network.

An exemplar is a concept within a schema that is the single best representative of some category.

Which term refers to a schema that is the best representation of some category but that is not represented by an existing entity?

Wanda is two years old and learned that watermelons taste sweet, are red on the inside, have black seeds, and are green on the outside. What do these facts represent in Wanda's associative network concerning watermelons?

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

Priming theory hypothesizes that the way in which information is framed differentially affects risk assessments and any associated consumer decisions.

Which statement best describes sensory memory?

Cognitive learning takes place through information processing.

Which term refers to the process by which continuous exposure to a stimulus affects the comprehension of and response to the stimulus?

Comprehension is made up of both cognitive and affective elements. What are the two things that are examined in the process of comprehension?

Coca-Cola is the notion within a soft drink schema that is the single best representation of that category. What does Coca-Cola represent within the soft drink product category?

Which process occurs when pre-existing knowledge is used to assist in storing new information?

Generally speaking, the larger the font, the larger the picture, or the more intense the sound, the less likely a consumer is to comprehend something from a message.

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