Question 1

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

Accepted Answer

A) True 
 B)False

Question 2

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?

Accepted Answer

A)  An ad where a dentist clinically explains why Shine is the best toothpaste 
B)  An ad where a family sings the reason why Shine is their favorite toothpaste 
C)  An ad which shows the Shine toothpaste being used by a dentist to clean giant-sized dentures 
D)  An ad where an elderly couple talks about how their teeth are still very strong because of Shine 
E)  An ad which talks about the advantages of a fluoride-free toothpaste

Question 3

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

Accepted Answer

The answer of Explain script with respect to memory and...

Question 4

Consumers prefer objects that are consistent with the golden section.

Accepted Answer

A) True 
 B)False

Question 5

Which of the following is true of workbench memory?

Accepted Answer

A)  It has unlimited duration. 
B)  It has limited capacity. 
C)  It is considered to be preattentive. 
D)  Its capacity remains the same across different levels of consumers' involvement. 
E)  It uses only semantic coding to store information.

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

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.

Accepted Answer

A)  echoic 
B)  iconic 
C)  episodic 
D)  procedural 
E)  haptic

Question 8

Hemispheric lateralization influences metaphor comprehension.

Accepted Answer

A) True 
 B)False

Question 9

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

Accepted Answer

A) True 
 B)False

Question 10

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 _____.

Accepted Answer

A)  anticipation 
B)  adaptation 
C)  habituation 
D)  sensitization 
E)  lateralization

Question 11

Sensory memory is considered to be preattentive.

Accepted Answer

A) True 
 B)False

Question 12

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

Accepted Answer

A) True 
 B)False

Question 13

An associative network is a network of:

Accepted Answer

A)  synaptic pathways linking various stimuli. 
B)  mental pathways linking knowledge within memory. 
C)  neural pathways linking nerve fibres within the sensory memory. 
D)  mental pathways linking consumer motivation with cognition. 
E)  neural pathways linking affective components of memory.

Question 14

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?

Accepted Answer

A)  Level of dissonance 
B)  Level of familiarity 
C)  Level of expectation 
D)  Level of involvement 
E)  Level of congruity

Question 15

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

Accepted Answer

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

Question 16

Workbench memory has unlimited duration.

Accepted Answer

A) True 
 B)False

Question 17

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.

Accepted Answer

The answer of Create your associative network for a brand...

Question 18

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 _____.

Accepted Answer

A)  complexity 
B)  intensity 
C)  congruity 
D)  acceptability 
E)  visibility

Question 19

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

Accepted Answer

A) True 
 B)False

Question 20

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

Accepted Answer

A)  mental tagging 
B)  response generation 
C)  memory tracing 
D)  semantic coding 
E)  spreading activation

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.

Hemispheric lateralization influences metaphor comprehension.

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

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:

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.

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 _____.