Deck 4: Comprehension, Memory, and Cognitive Learning

Question 1

Cognitive learning focuses on mental processes occurring as consumers comprehend and elaborate upon information that they receive.

Answer 1

True

Question 2

Right-brain-dominant consumers tend to deal better with verbal processing (words), whereas left-brain-dominant consumers tend to be visual processors.

Answer 2

False

Question 3

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

Answer 3

True

Question 4

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

Question 5

Message complexity represents the extent to which a message is internally consistent and fits surrounding information.

Question 6

Cognitive learning takes place through information processing.

Question 7

Comprehension involves both cognitive and affective elements.

Question 8

Ground is the term representing the object that is intended to capture a person's attention, the focal part of any message.

Question 9

The level of a stimuli to which a consumer has become accustomed is called the habituation level.

Question 10

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.

Question 11

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

Question 12

Thoughts that contradict a message are called negative arguments.

Question 13

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

Question 14

Contexting is the term that captures the idea that the same information can take on different meanings based on the way in which the information is presented.

Question 15

Consumers associate likeability, expertise, and trustworthiness of a source with credibility.

Question 16

Attribution theory tells us that communications provide information in ways beyond the explicit or obvious content.

Question 17

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

Question 18

Likeability of a source can influence message comprehension.

Question 19

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.

Question 20

Environment density refers to the amount of information available for a consumer to process within a given environment.

Question 21

A memory code is the mental path by which some thought becomes active.

Question 22

Combining is the process of grouping stimuli by meaning so that multiple stimuli can become a single memory unit.

Question 23

Comprehension is the psychological process by which knowledge is recorded.

Question 24

Paths show the association between nodes in an associative network.

Question 25

A declarative network is a network of mental pathways linking knowledge within memory.

Question 26

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

Question 27

Negatively framed information often leads consumers to be less willing to take risks.

Question 28

Primary memory is the area in memory where the things that we encounter with any of the five human senses are stored.

Question 29

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

Question 30

Sensory memory has unlimited capacity and duration.

Question 31

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

Question 32

A schema represents a consumer's entire associative network.

Question 33

Nostalgia is a yearning to relive past events.

Question 34

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

Question 35

Imperative knowledge refers to cognitive components that represent facts.

Question 36

Long-term memory is a repository for all information that a person has encountered.

Question 37

The multiple store theory of memory views the memory process as utilizing four different storage areas within the human brain.

Question 38

Prototypes present concepts in an associative network.

Question 39

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

Question 40

To really learn something, you should repeat it over and over.

Question 41

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?

A) priming
B) familiarity
C) stereotype
D) message congruity

Question 42

What occurs when consumers read an advertisement for a clothing store and believe they will get 50% off the purchase of a second item of equal or lesser value?

A) elaboration
B) affect referral
C) cognitive signalling
D) comprehension

Question 43

Which term refers to the interpretation or understanding that a consumer develops about some attended stimulus in order to assign meaning?

A) attention
B) exposure
C) comprehension
D) sensation

Question 44

Social stereotype is another word for social schema.

Question 45

What represents the extent to which a message is internally consistent and fits surrounding information?

A) message congruity
B) figure
C) ground
D) message complexity

Question 46

A print advertisement for Nivea skin lotion uses tangible attributes like pastel colours and script-type fonts to make the product appear feminine. Which characteristic of the message does this exemplify?

A) figure-ground
B) discriminators
C) message source
D) physical characteristics

Question 47

An advertisement for Corona beer shows a couple lounging in beach chairs on a beautiful beach. The water is crystal clear, the sky is brilliantly blue, and the sand is white. With respect to message characteristics that influence comprehension, what is represented in the message by the water, sky, and sand?

A) ground
B) frame
C) secondary elements
D) context

Question 48

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

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

Question 49

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

Question 50

Personal elaboration provides the deepest comprehension and greatest chance of accurate recall.

Question 51

What term refers to the object that is intended to capture a person's attention in the message?

A) ground
B) focal point
C) figure
D) frame

Question 52

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

Question 53

A script is a schema representing an event.

Question 54

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

Question 55

A television commercial shows a car driving on a curvy road. The camera pans out to show the car zooming around the curves and then zooms in to show both the exterior and the interior of the car close up. In terms of message characteristics influencing comprehension, what does the car represent in the advertisement?

A) ground
B) focal point
C) figure
D) primary element

Question 56

Which theory tells us that communications provide information in ways beyond the explicit or obvious content of a message?

A) signal
B) elaboration likelihood
C) dual-coding
D) prospect

Question 57

Which of the following is an environmental characteristic affecting consumer comprehension?

A) figure-ground
B) involvement
C) framing
D) physical limits

Question 58

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

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.

Question 59

Which of the following is NOT a characteristic of the message that influences comprehension?

A) habituation
B) congruity-incongruity
C) message source
D) figure-ground

Question 60

What is the term for the background in a message?

A) ground
B) frame
C) zone
D) secondary element

Question 61

Corona Beer airs an advertisement that shows no words but only images of a couple sitting on a beach looking into the horizon What kind of person would appreciate this type of commercial?

A) someone who is front-brain dominant
B) someone who is back-brain dominant
C) someone who is right-brain dominant
D) someone who is left-brain dominant

Question 62

Which two message source characteristics do consumers associate with credibility?

A) likeability and attractiveness
B) attractiveness and expertise
C) trustworthiness and likeability
D) expertise and trustworthiness

Question 63

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

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

Question 64

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

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

Question 65

Most television commercials for car dealerships include a person walking by the cars in the lot almost yelling about price deals; consumers have come to expect this in car dealership commercials. Which level of stimuli explains this expectation on the part of consumers?

A) habituation
B) absolute
C) adaptation
D) framed

Question 66

Some advertisements for prescription drugs use doctors as their spokesperson. Consumers perceive these doctors to have a substantial amount of knowledge about health. Which source characteristic does this represent?

A) expertise
B) congruity
C) likeability
D) priming

Question 67

Which source characteristic refers to how honest and unbiased the source is perceived to be?

A) expertise
B) trustworthiness
C) likeability
D) congruity

Question 68

Kevin and a friend were watching a TV commercial for a product that Kevin recently purchased and was not satisfied with because it did not live up to the claims made in the ad, so he told his friend that the product doesn't really work as well as the ad claims. What is the term for Kevin's thoughts that contradict the message?

A) counterpoints
B) counterarguments
C) contraindications
D) dostats

Question 69

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

A) likeability
B) supportiveness
C) attractiveness
D) expertise

Question 70

What message source characteristic is Koodo Mobile using when they use the character El Tabador, an animated masked Mexican wrestler, to help promote their product?

A) likeability
B) trustworthiness
C) attractiveness
D) expertise

Question 71

Which statement does NOT accurately describe message receiver characteristics?

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.

Question 72

What is the term for thoughts that contradict a message?

A) counterpoints
B) contraindications
C) counterarguments
D) exceptions

Question 73

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

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

Question 74

Many cold sufferers believe that when taking Buckley's Cold Medicine the experience will be unpleasant but worth it. The thought that the experience will be unpleasant can negatively affect consumers' comprehension and behaviour regarding this product. What are these thoughts influencing for consumers?

A) their adaptation level
B) their cognitive frames
C) their acceptance threshold
D) their expectations

Question 75

Canadian consumers expect to be able to easily obtain goods on shopping excursions, but that is not the case in Russia. However, Canadians and Russians report similar amounts of shopping value because Russians expect that they will encounter difficulty acquiring things. What is the term for this?

A) pyka
B) notom
C) dostats
D) ronoc

Question 76

Which term refers to one's beliefs about what will happen in some situation?

A) expectations
B) frames
C) adaptations
D) support arguments

Question 77

Energizer batteries used to feature the Energizer Bunny in television commercials, often in unexpected ways to catch viewers off-guard. Commercials seemed to be about a fake brand of a mundane product like hemorrhoid ointment, when suddenly the Energizer Bunny would come on the screen banging a drum. After a while, though, consumers had been exposed to the commercial so many times that they began to expect the bunny to march into the picture beating his drum and tended to tune out the commercial. Which process exemplifies consumers' response to this over-exposure?

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

Question 78

Which message source characteristic refers to the amount of knowledge that a source is perceived to have about a subject?

A) congruity
B) expertise
C) trustworthiness
D) intelligence

Question 79

Which phenomenon is referred to by the topic of brain dominance?

A) brain-sidedness
B) hemispheric lateralization
C) cognitive/affective division
D) habituation/adaptation

Question 80

Lori read an article in a health magazine that reported on a study that found exercisers who ate oatmeal for breakfast were able to work out twice as long as those who ate eggs for breakfast. Lori had eaten oatmeal that morning and noticed that she still had a lot of energy when she finished her workout that day. She also thought that she was more focused on her work as well and attributed it to eating oatmeal that day. Which type of thoughts is Lori having after being exposed to the article about the benefits of eating oatmeal on exercise performance?

A) congruent arguments
B) habituated thoughts
C) internalized thoughts
D) support arguments