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.F) All of the above
G) A) and B)

Question 2

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)   comprehensionF) C) and D)
G) B) and C)

Question 3

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 4

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)   stereotypeF) B) and E)
G) C) and D)

Question 5

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)   SimplicityF) A) and D)
G) B) and C)

Question 6

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.F) A) and E)
G) A) and D)

Question 7

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)   habituationF) A) and E)
G) C) and D)

Question 8

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 9

Prototypes present concepts in an associative network.

Accepted Answer

A) True 
 B)False

Question 10

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 theoryF) D) and E)
G) A) and E)

Question 11

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)   facilitationF) A) and B)
G) A) and C)

Question 12

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

Accepted Answer

A) True 
 B)False

Question 13

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

Accepted Answer

A) True 
 B)False

Question 14

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.F) A) and E)
G) B) and D)

Question 15

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

Accepted Answer

Comprehension refers to the interpretati...

Question 16

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

Accepted Answer

A)   exemplar
B)   prototype
C)   stereotype
D)   script
E)   archetypeF) A) and E)
G) None of the above

Question 17

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 memoryF) A) and D)
G) B) and D)

Question 18

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 towelsF) B) and E)
G) B) and C)

Question 19

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

Accepted Answer

A) True 
 B)False

Question 20

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)   congruityF) C) and D)
G) A) and B)

Exam 4: Comprehension, Memory, and Cognitive Learning

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

Correct Answer
verified

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

Correct Answer
verified

Echoic storage is the storage of:

Correct Answer
verified

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

Correct Answer
verified

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

Correct Answer
verified
Comprehension refers to the interpretati...
View Answer

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

Correct Answer
verified

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

Correct Answer
verified

Prototypes present concepts in an associative network.

Correct Answer
verified

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.

Correct Answer
verified

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

Correct Answer
verified

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

Correct Answer
verified

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

Correct Answer
verified

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

Correct Answer
verified

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

Correct Answer
verified

Which of the following is true of sensory memory?

Correct Answer
verified

Correct Answer
verified

Which of the following is an example of haptic perception?

Correct Answer
verified

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?

Correct Answer
verified

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

Correct Answer
verified

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

Correct Answer
verified

Exam 4: Comprehension, Memory, and Cognitive Learning

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

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

Echoic storage is the storage of:

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedComprehension refers to the interpretati...View AnswerShow Answer

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

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

Prototypes present concepts in an associative network.

Correct AnswerverifiedShow Answer

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.

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

Which of the following is true of sensory memory?

Correct AnswerverifiedShow Answer

Correct AnswerverifiedShow Answer

Which of the following is an example of haptic perception?

Correct AnswerverifiedShow Answer

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?

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

Correct Answer
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Comprehension refers to the interpretati...
View Answer

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