MKT 361: Chapter 4

nostalgia

a yearning to relive the past that can produce lingering emotions

What happens when consumers encounter new products or brands? a. They tend to become confused and frustrated. b. They react to them by comparing them to existing schemata. c. They try to match characteristics with various stereotypes. d. They attempt to relive pleasant feelings of the past.

b

Which of the following refers specifically to interpretations created by the way some object feels? a. Encoding b. Haptic perception c. Echoic storage d. Retrieval

b

nodes

concepts found in an associative network

haptic perception

interpretations created by the way some object feels

figure-ground distinction

notion that each message can be separated into the focal point (figure) and the background (ground)

memory

psychological process by which knowledge is recorded

paths

representations of theassociation between nodes in an associative network

physical characteristics

tangible elements or the parts of a message that can be sensed

social identity

the idea that one's individual identity is defined in part by the social groups to which one belongs

support arguments

thoughts that further support a message

spreading activation

way cognitive activation spreads from one concept (or node) to another

Construal level

whether or not we are thinking about something using a concrete or an abstract mindset

An associative network: a. is a network of mental pathways linking knowledge within memory. b. is a network that lets people imagine themselves somehow relating with a stimulus that is being processed. c. is a network that shows the connection between various nodes. d. is a network that lets one continue processing a message even after he or she develops an initial understanding of it.

a

Jasper visits a supermarket to buy groceries. When he is at the snack aisle, he sees a new snack by a popular snack manufacturer. In the given scenario, Jasper recognizes the product as a snack because he uses _____. a. product schema b. prototypes c. declarative knowledge d. exemplars

a

Rita has to remember a phone number but does not have a pen and paper to write it down. She splits the phone number into memorable groups of numbers to make it easier to remember. This process is called _____. a. chunking b. encoding c. coding d. repeating

a

The notion that each message can be separated into the focal point and the background is known as: a. figure-ground distinction. b. message congruity. c. meaningful encoding. d. hemispheric lateralization

a

The storage of visual information as an exact representation of a particular scene is known as _____. a. iconic storage b. echoic storage c. haptic perception d. meaningful encoding

a

_____ is a term that refers to a cognitive process in which active concepts activate other closely associated concepts, thereby affecting both value perceptions and meaning. a. Priming b. Elaboration c. Information intensity d. Brain dominance

a

_____ refers to the amount of knowledge that a source is perceived to have about a subject. a. Expertise b. Credibility c. Comprehension d. Trustworthiness

a

_____ represent concepts in an associative network. a. Nodes b. Paths c. Schemata d. Scripts

a

framing

a phenomenon in which the meaning of something is influenced (perceived differently) by the information environment

schema

a portion of an associative network that represents a specific entity and thereby provides it with meaning

information intensity

amount of information available for a consumer to process within a given environment

expertise

amount of knowledge that a source is perceived to have about a subject

social stereotype

another word for social schema

sensory memory

area in memory where a consumer stores things exposed to one of the five senses

A _____ is the smaller part within one's total associative network responsible for defining a particular marketing entity. a. prototype b. brand schema c. social schema d. script

b

Alex is a brand manager at Trini Inc., a software and technology manufacturer. He must keep various characteristics in mind when creating an image for the company's new range of cell phones. Which of the following should he do to ensure that consumers develop support arguments toward the products? a. He should use a controversial celebrity as the spokesperson for the product. b. He should use an attractive and credible source to advertise the product. c. He should avoid using figurative language to advertise products that are difficult to understand. d. He should create advertisements that are highly incongruent to motivate deeper processing

b

In the context of marketing communications, physical characteristics refer to: a. the extent to which a message is internally consistent and fits surrounding information. b. tangible elements, or the parts of a message that can be sensed. c. the notion that each figure can be separated into the focal point and the background. d. the amount of knowledge required to comprehend a message.

b

Joanna visited a photography exhibition and saw beautiful photographs of people, places, colors, and objects. These sights stayed in her mind for only a very short time. They then began to fade quickly. Which of the following did Joanna use to store the images that she saw at the exhibition? a. Workbench memory b. Sensory memory c. Echoic storage d. Haptic perception

b

Megan and her friends decide to play a game that involves a person reading out a list of five-digit numbers and the others trying to repeat them as accurately as possible. Which of the following is used by Megan and her friends to process this information? a. Iconic storage b. Echoic storage c. Workbench memory d. Haptic perception

b

Which of the following is true of rumination? a. It refers to the process by which a memory trace shows how cognitive activation spreads from one concept to another. b. It refers to unintentional, recurrent memory of long-ago events that are not triggered by anything in the environment. c. It refers to the process by which continuous exposure to a stimulus affects the comprehension of and response to some stimulus. d. It refers to the extent to which one continues processing a message even after an initial understanding is developed.

b

Which of the following statements is true of consumer comprehension? a. Consumer comprehension primarily includes cognitive elements. b. The comprehension process that consumers engage in involves both thoughts and feelings. c. A promotional message will be comprehended as intended if it succeeds in gaining attention. d. A consumer's external factors powerfully influence the comprehension process.

b

_____ explains ways in which communications convey meaning beyond the explicit or obvious interpretation. a. Psychology theory b. Signal theory c. Habituation theory d. Prospect theory

b

_____ is a term used in psychology to refer to cognitive components that represent facts. a. Associative network b. Declarative knowledge c. Episodic memory d. Social schema

b

_____ refers to the extent to which a message is internally consistent and fits surrounding information. a. Message source b. Message congruity c. Message believability d. Message complexity

b

ground

background in a message

expectations

beliefs about what will happen in some future situation

An exemplar is a: a. representation of the association between nodes in an associative network. b. schema that is representative of some category but is not represented by an existing entity. c. concept within a schema that is the single best representative of some category. d. cognitive representation that gives a specific type of person meaning

c

Encoding is: a. the process by which information is transferred back into the workbench memory for additional processing when needed. b. the process in which a thought is kept alive in short-term memory by mentally repeating the thought. c. the process by which information is transferred from workbench memory to long-term memory for permanent storage. d. the process of grouping stimuli by meaning so that multiple stimuli can become a single memory unit.

c

Which of the following is true in the context of message congruity? a. An incongruent endorser can improve a product's image. b. Marketers should increase incongruity if the primary goal of a marketing message is to create a favorable attitude. c. Consumers will comprehend more from an ad that is presented with incongruent material surrounding it. d. High levels of message incongruity motivate deeper processing.

c

Which of the following is true of episodic memory? a. It is a mental yearning to relive the past, producing emotions of longing. b. It captures the role expectations of a person of a specific type. c. It can include knowledge necessary for consumers to use products. d. It is a network of mental pathways linking all knowledge within memory.

c

Which of the following is true of the physical characteristics of a message? a. They are the elements of a message that one senses indirectly. b. They do not affect the comprehension of the message. c. They affect the likelihood that consumers pay attention. d. They represent the extent to which a message fits surrounding information.

c

meaningful encoding

coding that occurs when information from long-term memory is placed on the workbench and attached to the information on the workbench in a way that the information can be recalled and used later

dual coding

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

declarative knowledge

cognitive components that represent facts

priming

cognitive process in which context or environment activates concepts and frames thoughts and therefore affects both value and meaning

social schema

cognitive representation that gives a specific type of person meaning

exemplar

concept within a schema that is the single best representative of some category; schema for something that really exists

Sarah is loyal to Burb's, a brand of instant noodles, because her mother used to make it for her when she was a child. She has fond memories of her mother making her a bowl of Burb's noodles every day after school. The association developed by Sarah between her childhood and Burb's best exemplifies: a. personal elaboration. b. declarative knowledge. c. social schema. d. episodic memory.

d

Tim is a copywriter at an advertising firm. He knows that repeating a message is the best way to increase consumer comprehension. Which of the following should he do to ensure greater recall of an intended message by consumers? a. He should include complex terminology in the advertisement. b. He should restrict movement in the advertisement. c. He should use unique fonts instead of fonts that appear natural. d. He should present the information in intervals rather than in sequence.

d

signal theory

explains ways in which communications convey meaning beyond the explicit or obvious interpretation

elaboration

extent to which a consumer continues processing a message even after an initial understanding is achieved

message congruity

extent to which a message is internally consistent and fits surrounding information

credibility

extent to which a source is considered to be both an expert in a given area and trustworthy

trustworthiness

how honest and unbiased the source is perceived to be

metaphor

in a consumer context, an ad claim that is not literally true but figuratively communicates a message

adaptation level

level of a stimulus to which a consumer has become accustomed

episodic memory

memory for past events in one's life

memory trace

mental path by which some thought becomes active

associative network

network of mental pathways linking knowledge within memory; sometimes referred to as a semantic network

cognitive interference

notion that everything else that the consumer is exposed to while trying to remember something is also vying for processing capacity and thus interfering with memory and comprehension

figure

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

PMG

price matching guarantee

habituation

process by which continuous exposure to a stimulus affects the comprehension of, and response to, the stimulus

retrieval

process by which information is transferred back into workbench memory for additional processing when needed

encoding

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

personal elaboration

process by which people imagine themselves somehow associating with a stimulus that is being processed

chunking

process of grouping stimuli by meaning so that multiple stimuli can become one memory unit

response generation

reconstruction of memory traces into a formed representation of what they are trying to remember or process

brain dominance

refers to the phenomenon of hemispheric lateralization. Some people tend to be either right brain- or left brain-

long-term memory

repository for all information that a person has encountered

script

schema representing an event

prototype

schema that is the best representative of some category but that is not represented by an existing entity; conglomeration of the most associated characteristics of a category

repetition

simple mechanism in which a thought is kept alive in short-term memory by mentally repeating the thought

chunk

single memory unit

tag

small piece of coded information that helps with the retrieval of knowledge

workbench, or working, memory

storage area in the memory system where information is stored while it is being processed and encoded for later recall

echoic storage

storage of auditory information in sensory memory

iconic storage

storage of visual information in sensory memory and the idea that things are stored with a one-to-one representation with reality

comprehension

the way people cognitively assign meaning to (i.e., understand) things they encounter

multiple store theory of memory

theory that explains memory as utilizing three different storage areas within the human brain: sensory, workbench, and long-term

prospect theory

theory that suggests that a decision, or argument, can be framed in different ways and that the framing affects risk assessments consumers make

counterarguments

thoughts that contradict a message

semantic coding

type of coding wherein stimuli are converted to meaning that can be expressed verbally

rumination

unintentional but recurrent memory of long-ago events that are spontaneously (not evoked by the environment) triggered

Figurative language

use of expressions that send a nonliteral meaning

golden section

a preferred ratio of objects, equal to 1.62 to 1.00

Peter has to recite a poem at a social event in his school. In order to recite the poem without making any mistakes, he practices reciting it by repeating it several times a day. This process is known as: a. encoding. b. retrieval. c. rehearsal. d. chunking.

c

_____ are beliefs about what will happen in a future situation. a. Counterarguments b. Metaphors c. Expectations d. Support arguments

c

_____ involves the association of active information in short-term memory with other information recalled from long-term memory. a. Chunking b. Repetition c. Semantic coding d. Meaningful encoding

d