Question 1

Which statement does NOT accurately describe message receiver characteristics?

Accepted Answer

A)   Intelligent, well-educated consumers are more likely to accurately comprehend a message than are less-intelligent or less-educated consumers.
B)   Highly involved consumers tend to pay more attention to messages and exert more effort in comprehending messages.
C)   Consumers tend to like the familiar, but high levels of familiarity may actually reduce comprehension.
D)   Left-brain-dominant consumers tend to be visual processors and favour images for communication.E) A) and B)
F) None of the above

Question 2

Sensory memory has unlimited capacity and duration.

Accepted Answer

A) True 
 B)False

Question 3

Someone tells you a phone number, and you whisper it to yourself so you will remember it long enough to call the number. What are you using?

Accepted Answer

A)   long-term memory
B)   sensory memory
C)   working memory
D)   iconic memoryE) None of the above
F) A) and B)

Question 4

A tag is a small piece of coded information that helps a particular piece of knowledge get retrieved.

Accepted Answer

A) True 
 B)False

Question 5

Habituation is the process by which continuous exposure to a stimulus affects the comprehension of and response to the stimulus.

Accepted Answer

A) True 
 B)False

Question 6

The physical characteristics of a message refer to its attributes that are sensed directly.

Accepted Answer

A) True 
 B)False

Question 7

Which of the following involves the association of active information in short-term memory with other information that is recalled from long-term memory?

Accepted Answer

A)   meaningful encoding
B)   chunking
C)   cognitive congruity
D)   consolidationE) All of the above
F) B) and C)

Question 8

What message source characteristic is Colgate using when they have a dentist help promote their toothpaste?

Accepted Answer

A)   likeability
B)   supportiveness
C)   attractiveness
D)   expertiseE) C) and D)
F) B) and C)

Question 9

Sam is 80 years old and often yearns for the "good old days." Whenever he watches old movies from his youth, he thinks of the friends he had and the cars they used to drive on weekends up and down the main street of his home town. What is Sam experiencing?

Accepted Answer

A)   rumination
B)   nostalgia
C)   sentimentalism
D)   association biasE) A) and B)
F) A) and C)

Question 10

Likeability of a source can influence message comprehension.

Accepted Answer

A) True 
 B)False

Question 11

Name and describe the four mental processes that can assist in remembering things and discuss an example of how you can use each to perform better on an exam in this class.

Accepted Answer

The four mental processes that help cons...

Question 12

The process of comprehension is influenced very little by internal factors within the consumer.

Accepted Answer

A) True 
 B)False

Question 13

In which area in memory are the things encountered with any of the five human senses stored?

Accepted Answer

A)   immediate
B)   sensory
C)   long-term
D)   intermediateE) A) and D)
F) All of the above

Question 14

A television commercial for a travel agency featuring a trip to Italy included Italian music in the background and showed diners in a restaurant with the red and white tablecloths found in so many Italian restaurants. Which message characteristic that influences comprehension is this an example of?

Accepted Answer

A)   priming
B)   familiarity
C)   stereotype
D)   message congruityE) B) and C)
F) A) and B)

Question 15

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

Accepted Answer

A)   theory of reasoned action
B)   attribution theory
C)   priming theory
D)   prospect theoryE) B) and D)
F) All of the above

Question 16

A script is a schema representing an event.

Accepted Answer

A) True 
 B)False

Question 17

Supporters of the buy local movement believe that shopping close to home and looking for locally made products is a better ethical, environmental, and economic choice. These beliefs form expectations of the benefits that will occur if a consumer was to shop locally.

Accepted Answer

A) True 
 B)False

Question 18

Which statement does NOT accurately summarize the physical characteristics of a message?

Accepted Answer

A)   Generally speaking, the greater the movement, the larger the picture, or the louder the sound, the more likely a consumer is to attend and comprehend something from a message.
B)   Colour affects the likelihood of gaining a consumer's attention, but it rarely has an impact on comprehension.
C)   Consumers derive meaning from both the actual text of a message and the visual presentation of the message, such as font styles.
D)   Consumers display greater recall of an intended message when information is presented in intervals rather than in sequence.E) None of the above
F) C) and D)

Question 19

Which term refers to the extent to which a consumer continues processing a message even after an initial understanding is achieved in the comprehension stage?

Accepted Answer

A)   repetition
B)   elaboration
C)   nostalgia
D)   chunkingE) None of the above
F) A) and B)

Question 20

Cognitive coding is the process by which information is transferred from workbench memory to long-term memory for permanent storage.

Accepted Answer

A) True 
 B)False

Exam 4: Comprehension, Memory, and Cognitive Learning

The physical characteristics of a message refer to its attributes that are sensed directly.

Correct AnswerverifiedShow Answer

What message source characteristic is Colgate using when they have a dentist help promote their toothpaste?

Correct AnswerverifiedShow Answer

Someone tells you a phone number, and you whisper it to yourself so you will remember it long enough to call the number. What are you using?

Correct AnswerverifiedShow Answer

Sam is 80 years old and often yearns for the "good old days." Whenever he watches old movies from his youth, he thinks of the friends he had and the cars they used to drive on weekends up and down the main street of his home town. What is Sam experiencing?

Correct AnswerverifiedShow Answer

A tag is a small piece of coded information that helps a particular piece of knowledge get retrieved.

Correct AnswerverifiedShow Answer

Which of the following involves the association of active information in short-term memory with other information that is recalled from long-term memory?

Correct AnswerverifiedShow Answer

Likeability of a source can influence message comprehension.

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

Name and describe the four mental processes that can assist in remembering things and discuss an example of how you can use each to perform better on an exam in this class.

Correct AnswerverifiedThe four mental processes that help cons...View AnswerShow Answer

Which statement does NOT accurately describe message receiver characteristics?

Correct AnswerverifiedShow Answer

Habituation is the process by which continuous exposure to a stimulus affects the comprehension of and response to the stimulus.

Correct AnswerverifiedShow Answer

Sensory memory has unlimited capacity and duration.

Correct AnswerverifiedShow Answer

The process of comprehension is influenced very little by internal factors within the consumer.

Correct AnswerverifiedShow Answer

Supporters of the buy local movement believe that shopping close to home and looking for locally made products is a better ethical, environmental, and economic choice. These beliefs form expectations of the benefits that will occur if a consumer was to shop locally.

Correct AnswerverifiedShow Answer

Cognitive coding is the process by which information is transferred from workbench memory to long-term memory for permanent storage.

Correct AnswerverifiedShow Answer

A script is a schema representing an event.

Correct AnswerverifiedShow Answer

Which term refers to the extent to which a consumer continues processing a message even after an initial understanding is achieved in the comprehension stage?

Correct AnswerverifiedShow Answer

Which statement does NOT accurately summarize the physical characteristics of a message?

Correct AnswerverifiedShow Answer

A television commercial for a travel agency featuring a trip to Italy included Italian music in the background and showed diners in a restaurant with the red and white tablecloths found in so many Italian restaurants. Which message characteristic that influences comprehension is this an example of?

Correct AnswerverifiedShow Answer

In which area in memory are the things encountered with any of the five human senses stored?

Correct AnswerverifiedShow Answer

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The four mental processes that help cons...
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