Question 1

Which of the following is true of sensory memory?

Accepted Answer

A)  It has limited capacity. 
B)  It has unlimited duration. 
C)  It is considered to be preattentive. 
D)  It uses semantic coding to store information. 
E)  It uses the same distinctive mechanism for different sensory information.

Question 2

Which of the following theories hypothesizes that the way in which information is framed differentially affects risk assessments and any associated consumer decisions?

Accepted Answer

A)  Signal theory 
B)  Habituation theory 
C)  Dual coding theory 
D)  Multiple store theory 
E)  Prospect theory

Question 3

Echoic storage is the storage of:

Accepted Answer

A)  visual information as an exact representation of a scene. 
B)  auditory information as an exact representation of a sound. 
C)  olfactory information as an exact representation of a smell. 
D)  gustatory information as an exact representation of a taste. 
E)  tactile information as an exact representation of a touch.

Question 4

Prototypes present concepts in an associative network.

Accepted Answer

A) True 
 B)False

Question 5

Which of the following is an example of haptic perception?

Accepted Answer

A)  A customer tasting a new brand of pasta 
B)  A customer listening to a new audio in the market 
C)  A customer smelling a new brand of perfume 
D)  A customer watching a new video game in the market 
E)  A customer touching a new brand of bath towels

Question 6

Which of the following theories views the memory process as utilizing three different storage areas-sensory memory,workbench memory,and long-term memory-within the brain?

Accepted Answer

A)  The fuzzy trace theory of memory 
B)  The multicomponent model of working memory 
C)  The dual coding theory of memory 
D)  Baddelay's model of working memory 
E)  The multiple store theory of memory

Question 7

Consumers display a preference for things that are consistent with their prior knowledge.

Accepted Answer

A) True 
 B)False

Question 8

Consumers display greater recall of an intended message when information is presented in sequence rather than in intervals.

Accepted Answer

A) True 
 B)False

Question 9

A concept within a schema that is the single best representative of some category is known as a(n)_____.

Accepted Answer

A)  specimen 
B)  exemplar 
C)  archetype 
D)  script 
E)  stereotype

Question 10

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 11

The process by which continuous exposure to a stimulus affects the comprehension of and response to the stimulus is known as _____.

Accepted Answer

A)  lateralization 
B)  stimulation 
C)  expectation 
D)  sensitization 
E)  habituation

Question 12

In a marketing message,_____ refers to the consumers' perception of how honest and unbiased the source is.

Accepted Answer

A)  visibility 
B)  attractiveness 
C)  expertise 
D)  trustworthiness 
E)  congruity

Question 13

Advertisements for hygiene products like toothpaste and soap tend to feature doctors as spokespersons endorsing the products.Consumers perceive these doctors to possess a substantial knowledge on health and hygiene.Which of the following characteristics of the message source is represented by this example?

Accepted Answer

A)  Expertise 
B)  Congruity 
C)  Visibility 
D)  Attractiveness 
E)  Simplicity

Question 14

Which of the following statements is true of message receiver characteristics?

Accepted Answer

A)  Less-intelligent consumers tend to comprehend messages more accurately than intelligent consumers as they put in more effort in the comprehension process. 
B)  Highly involved consumers tend to pay less attention to messages as they are too involved with their own things. 
C)  High levels of familiarity always increases consumer comprehension as consumers are more inclined toward the familiar. 
D)  Consumers' beliefs of what will happen in a future situation have an impact on their comprehension of the environment. 
E)  Consumers who are left-brain dominant tend to be visual processors often favoring images for verbal communication.

Question 15

Consumers tend to comprehend and remember more from an ad that is presented with congruent material surrounding it.

Accepted Answer

A) True 
 B)False

Question 16

A schema representing an event is known as a(n)_____.

Accepted Answer

A)  exemplar 
B)  prototype 
C)  stereotype 
D)  script 
E)  archetype

Question 17

The physical characteristics of a message refer to the elements of a message that one senses directly.

Accepted Answer

A) True 
 B)False

Question 18

Define comprehension.List the main factors that influence consumer comprehension.Discuss an example of each factor.

Accepted Answer

The answer of Define comprehension.List the main factors that influence...

Question 19

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 20

Consumers must comprehend marketing messages in order to learn the intended value of a product.

Accepted Answer

A) True 
 B)False

Exam 4: Comprehension, Memory, and Cognitive Learning

Which of the following is true of sensory memory?

Which of the following theories hypothesizes that the way in which information is framed differentially affects risk assessments and any associated consumer decisions?

Echoic storage is the storage of:

Prototypes present concepts in an associative network.

Which of the following is an example of haptic perception?

Which of the following theories views the memory process as utilizing three different storage areas-sensory memory,workbench memory,and long-term memory-within the brain?

Consumers display a preference for things that are consistent with their prior knowledge.

Consumers display greater recall of an intended message when information is presented in sequence rather than in intervals.

A concept within a schema that is the single best representative of some category is known as a(n) _____.

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

The process by which continuous exposure to a stimulus affects the comprehension of and response to the stimulus is known as _____.

In a marketing message,_____ refers to the consumers' perception of how honest and unbiased the source is.

Which of the following statements is true of message receiver characteristics?

Consumers tend to comprehend and remember more from an ad that is presented with congruent material surrounding it.

A schema representing an event is known as a(n) _____.

The physical characteristics of a message refer to the elements of a message that one senses directly.

Define comprehension.List the main factors that influence consumer comprehension.Discuss an example of each factor.

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.

Consumers must comprehend marketing messages in order to learn the intended value of a product.