Exam 4: Comprehension,memory,and Cognitive Learning

Joanna bargain hunts for all her purchases.She once bought a T-shirt that was being sold for $50 and perceived it to be a good deal as everything else was priced higher.However,on her next shopping trip,she dismissed the same t-shirt as expensive as the other apparels were being sold at prices much lower than $50.Joanna's varying interpretation of the value and meaning for the same product is an example of _____.

Sensory memory is considered to be preattentive.

Consumers derive expectations for service encounters from scripts.

The memory for past events in one's life is known as the _____.

A social schema is the cognitive representation that gives a specific type of person meaning.

Research suggests that traditional cigarette warning labels have a significant impact on consumer behavior.

The unintentional but recurrent memory of long-ago events that are not triggered by anything in the environment is known as _____.

Consumers must comprehend marketing messages in order to learn the intended value of a product.

Comprehension applies not only to consumer learning but to consumers' attitudes as well.

If consumers do not tag information in a meaningful way,the encoding process results in errors.

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

The process by which continuous exposure to a stimulus affects the comprehension of and response to the stimulus is known as _____.

Consumers derive meaning from both the actual text of a message and the visual presentation of the message.

All things equal,_____ is the weakest form of learning.

Knowledge in long-term memory is stored in an associative network.

Which of the following statements is true of message receiver characteristics?

_____ refers to the interpretation or understanding that a consumer develops about some attended stimulus based on the way meaning is assigned.

In a marketing message,the amount of knowledge that a source is perceived to have about a subject is referred to as _____.

The mental path by which some thought becomes active is known as _____.

A chunk includes seven memory units.