Exam 4: Comprehension, Memory, and Cognitive Learning

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

Energizer batteries used to feature the Energizer Bunny in television commercials, often in unexpected ways to catch viewers off-guard. Commercials seemed to be boring commercials about a fake brand of a mundane product like hemorrhoid ointment, when all of a sudden 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 so they tended to tune the commercial out. Consumers' response to this over-exposure represents the process of _____.

Workbench memory is short-term.

The phenomenon in which the meaning of something is influenced by the information environment is called _____.

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

Kevin and a friend were watching a TV commercial for a product that he 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. His thoughts that contradict the message are called _____.

Define the concept of comprehension and list the main factors that influence what gets comprehended. Discuss an example of each factor.

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

When consumers read an advertisement for a clothing store and believe they will get 50 percent off of the purchase of a second item of equal or lesser value, _____ has occurred.

The process of grouping stimuli by meaning so that multiple stimuli can become a single memory unit is called _____.

Generally, the capacity limit for workbench memory is between _____ units of information.

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

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

In which area in memory are the things encountered with any of the five human senses stored?

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

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 red and white checkered table cloths found in so many Italian restaurants. This is an example of which message characteristic that influences comprehension?

Environmental intensity refers to _____.

VALENTINE'S DAY SCENARIO This Valentine's Day Todd decided to propose marriage to his girlfriend. He wanted this to be a very special day, so he decided to take her to a fine restaurant. He is not sure which restaurant to go to, so he asked his boss because he dines out at fine restaurants frequently. Since Todd didn't have much experience patronizing fine restaurants, he went through the sequence of events in his mind of what will take place at the restaurant. For example, he knew he would give his car to the valet, be seated by the hostess, be given menus and a wine list, give their drink and food order, eat, pay the bill, and retrieve his car from the valet. He also rehearsed in his mind how he will propose to his girlfriend, wondering if he should get down on one knee like he's seen in commercials. So on the big day, he went to his girlfriend's apartment with a dozen roses in his hands and the ring in his pocket. The restaurant was nice and the food was good, but he thought it was strange that they were playing heavy metal music. That didn't seem to fit his thoughts of what a fine dining restaurant environment should be like. The night was very special, though, and he will always remember how beautiful his girlfriend looked that night and how happy they both were when she accepted his proposal. -Refer to Valentine's Day Scenario. Which source characteristic of Todd's boss most likely influenced his decision on which restaurant to patronize?

A network of mental pathways linking knowledge within memory is called a(n) _____.

The type of coding wherein stimuli are converted to meaning that can be expressed verbally is called _____.