Chapter Four Quiz

_____ 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. Expertise

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

a. Nodes

_____ 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. Priming

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. chunking

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. figure-ground distinction.

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. iconic storage

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

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. product schema

_____ 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. Declarative knowledge

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. Echoic storage

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. He should use an attractive and credible source to advertise the product.

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. It refers to unintentional, recurrent memory of long-ago events that are not triggered by anything in the environment.

_____ 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. Message congruity

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. Sensory memory

_____ 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. Signal theory

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. The comprehension process that consumers engage in involves both thoughts and feelings

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. They react to them by comparing them to existing schemata.

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

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. Consumers will comprehend more from an ad that is presented with incongruent material surrounding it

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

c. Expectations

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. It can include knowledge necessary for consumers to use products.

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. They affect the likelihood that consumers pay attention.

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

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. rehearsal.

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

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. He should present the information in intervals rather than in sequence.

_____ 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. Meaningful encoding

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. episodic memory.

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. Haptic perception

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. brand schema