CB T/F Chapter 4
False
A declarative network is a network of mental pathways linking knowledge within memory.
False
A memory code is the mental path by which some thought becomes active.
False
A schema represents a consumer's entire associative network.
True
A script is a schema representing an event.
False
A social exemplar is the cognitive representation that gives a specific type of person meaning.
True
A tag is a small piece of coded information that helps a particular piece of knowledge get retrieved.
True
An exemplar is a concept within a schema that is the single best representative of some category.
False
Attribution theory tells us that communications provide information in ways beyond the explicit or obvious content
True
Before a consumer goes to a spa, she believes the environment will be soothing and she will be relaxed after receiving a massage. These beliefs form her expectations of what will happen during and after her spa experience.
False
Cognitive coding is the process by which information is transferred from workbench memory to long-term memory for permanent storage.
True
Cognitive learning focuses on mental processes occurring as consumers comprehend and elaborate upon information that they receive.
True
Cognitive learning takes place through information processing
False
Combining is the process of grouping stimuli by meaning so that multiple stimuli can become a single memory unit.
True
Comprehension involves both cognitive and affective elements
False
Comprehension is the psychological process by which knowledge is recorded
False
Consumers associate likeability, expertise, and trustworthiness of a source with credibility.
False
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
False
Continuation refers to the extent to which a consumer continues processing a message even after an initial understanding is achieved in the comprehension stage.
True
Dual coding occurs when two different sensory traces are available to remember something
False
Environment density refers to the amount of information available for a consumer to process within a given environment
True
Every concept within a consumer's associative network is linked to every other concept.
True
Factors that influence comprehension can be divided into three categories: characteristics of the message, characteristics of the message receiver, and characteristics of the environment
False
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
False
Ground is the term representing the object that is intended to capture a person's attention, the focal part of any message.
True
Habituation is the process by which continuous exposure to a stimulus affects the comprehension of and response to the stimulus
False
Iconic storage is the storage of auditory information in sensory memory.
False
Imperative knowledge refers to cognitive components that represent facts.
True
Likeability of a source can influence message comprehension
True
Long-term memory is a repository for all information that a person has encountered.
False
Message complexity represents the extent to which a message is internally consistent and fits surrounding information.
False
Negatively framed information often leads consumers to be less willing to take risks.
True
Nostalgia is a yearning to relive past events
True
Paths show the association between nodes in an associative network.
True
Personal elaboration provides the deepest comprehension and greatest chance of accurate recall.
False
Primary memory is the area in memory where the things that we encounter with any of the five human senses are stored.
False
Priming theory hypothesizes that the way in which information is framed differentially affects risk assessments and any associated consumer decisions.
False
Prototypes present concepts in an associative network.
False
Right-brain-dominant consumers tend to deal better with verbal processing (words), whereas left-brain-dominant consumers tend to be visual processors
False
Rumination means stimuli are converted to meaning that can be expressed verbally.
False
Sensory memory has unlimited capacity and duration.
False
Social memory refers to the memory for past events in one's life.
True
Social stereotype is another word for social schema.
False
The duration of workbench memory is unlimited but capacity is limited.
False
The level of a stimuli to which a consumer has become accustomed is called the habituation level
False
The multiple store theory of memory views the memory process as utilizing four different storage areas within the human brain.
True
The physical characteristics of a message refer to its attributes that are sensed directly.
False
The process of comprehension is influenced very little by internal factors within the consumer.
False
Thoughts that contradict a message are called negative arguments.
False
To really learn something, you should repeat it over and over.
True
Workbench memory is short-term
