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