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1. Consumers who reach the elaboration stage are least likely to meaningfully encode information.
a.
True
b.
False
ANSWER:
False
2. Knowledge in long-term memory is stored in echoic storage.
a.
True
b.
False
ANSWER:
False
3. Marketers should maximize incongruity in marketing messages if the primary goal is to create a favorable attitude
rather than increased comprehension.
a.
True
b.
False
ANSWER:
False
4. Comprehension applies not only to consumer learning but also to consumers’ attitudes.
a.
True
b.
False
ANSWER:
True
5. Sensory memory creates a lot of opportunity for intentional learning.
a.
True
b.
False
ANSWER:
False
6. Every time a consumer encounters a supportive instance of declarative knowledge, that knowledge becomes stronger.
a.
True
b.
False
ANSWER:
True
7. In the context of declarative knowledge, paths represent concepts in an associative network.
a.
True
b.
False
ANSWER:
False
8. Consumers tend to comprehend and remember more from an ad that is presented with congruent material surrounding
it.
a.
True
b.
False
ANSWER:
False
9. Every concept within a consumer’s associative network is linked to every other concept.
a.
True
b.
False
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ANSWER:
True
10. Habituation refers to unintentional, spontaneous, recurrent memory of past and sometimes long-ago events that are not
necessarily triggered by anything in the environment.
a.
True
b.
False
ANSWER:
False
11. A prototype can differ from one person to another based on their unique experiences.
a.
True
b.
False
ANSWER:
False
12. Positively framed information primes losses, which consumers wish to avoid, and encourages consumers to be more
willing to take a chance on a product.
a.
True
b.
False
ANSWER:
False
13. If consumers do not tag information in a meaningful way, the encoding process results in errors.
a.
True
b.
False
ANSWER:
True
14. Personal elaboration means that other things are vying for processing capacity when a consumer rehearses
information.
a.
True
b.
False
ANSWER:
False
15. A chunk includes seven memory units.
a.
True
b.
False
ANSWER:
False
16. With elaboration, increased information is retrieved from long-term memory and attached to the new information and
understanding.
a.
True
b.
False
ANSWER:
True
17. The more involved a consumer is with a message, the lesser will be the capacity of his workbench memory.
a.
True
b.
False
ANSWER:
False
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18. When a consumer retrieves information from long-term memory, it is processed once again in sensory memory.
a.
True
b.
False
ANSWER:
False
19. Consumers derive expectations for service encounters from scripts.
a.
True
b.
False
ANSWER:
True
20. The more natural a font used for a logo appears, the more positive the brand’s personality.
a.
True
b.
False
ANSWER:
True
21. Consumers’ declarative knowledge is always correct, but consumers do not always act upon the beliefs this knowledge
represents.
a.
True
b.
False
ANSWER:
False
22. The phenomenon of consumers realizing that, as consumers, they belong to certain categories of person types falls
under the general heading of social identity.
a.
True
b.
False
ANSWER:
True
23. Internal factors within a consumer rarely influence the comprehension process of a marketing message.
a.
True
b.
False
ANSWER:
False
24. Hemispheric lateralization influences metaphor comprehension.
a.
True
b.
False
ANSWER:
True
25. Long-term memory represents permanent information storage.
a.
True
b.
False
ANSWER:
True
26. In terms of comprehension, familiarity can increase a consumer’s motivation to process a message.
a.
True
b.
False
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ANSWER:
False
27. Attempts to demarket a product can be implemented by stigmatizing consumption with a negative stereotype.
a.
True
b.
False
ANSWER:
True
28. A consumers’ knowledge for a brand or product is contained in a node.
a.
True
b.
False
ANSWER:
False
29. Right brain–dominant consumers tend to deal better with verbal processing.
a.
True
b.
False
ANSWER:
False
30. Declarative knowledge is represented in an associative network by two nodes linked together by a path.
a.
True
b.
False
ANSWER:
True
31. A stereotype captures the role expectations of a person of a specific type.
a.
True
b.
False
ANSWER:
True
32. Episodic memories and scripts both can include knowledge necessary for consumers to use products.
a.
True
b.
False
ANSWER:
True
33. Consumers display a preference for things that are consistent with their prior knowledge.
a.
True
b.
False
ANSWER:
True
34. The strength of sensory memory is duration, but the weakness is capacity.
a.
True
b.
False
ANSWER:
False
35. The greater the movement, the larger the picture, or the louder the sound, the less likely a consumer is to attend and
comprehend something from a message.
a.
True
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b.
False
ANSWER:
False
36. Brain dominance refers to the phenomenon of _____.
a.
hemispheric adaptation
b.
hemispheric lateralization
c.
intelligence
d.
habituation
ANSWER:
b
37. The process through which consumers reconstruct memory traces into a formed representation of what they are trying
to remember or process is known as _____.
a.
chunking
b.
response generation
c.
meaningful coding
d.
repetition
ANSWER:
b
38. Fred and his wife are celebrating their 20th wedding anniversary. Fred still remembers the night he asked his wife to
marry him. He remembers details such as the look on her face, the good food, and the music that was playing. In the given
scenario, Fred’s memory of the night is an example of _____.
a.
sensory memory
b.
episodic memory
c.
workbench memory
d.
procedural memory
ANSWER:
b
39. Which of the following is an example of haptic perception?
a.
A consumer enjoying the ambience at a store
b.
A consumer listening to a newly released song
c.
A consumer smelling a perfume at a store
d.
A consumer touching a new brand of bath towels
ANSWER:
d
40. _____ is the process of grouping stimuli by meaning so that multiple stimuli can become one memory unit.
a.
Tracing
b.
Retrieving
c.
Encoding
d.
Chunking
ANSWER:
d
41. _____ is the storage area in the memory system where information is stored and encoded for placement in long-term
memory and eventually retrieved for future use.
a.
Sensory memory
b.
Procedural memory
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c.
Workbench memory
d.
Episodic memory
ANSWER:
c
42. _____ refers to the extent to which a person continues processing a message even after he or she develops an initial
understanding in the comprehension stage.
a.
Assimilation
b.
Elaboration
c.
Rumination
d.
Association
ANSWER:
b
43. Miss, a popular brand of women’s clothing, introduces a new line of luxury evening wear. The management of Miss
wants to position the new collection as plush, sophisticated, and feminine. Which of the following print media
advertisements is most likely to have the intended effect?
a.
An ad featuring a model in a yellow dress with the brand logo in block font as the background
b.
An ad featuring a model in a red dress with large numerals quoting the price of the dress
c.
An ad featuring a model in a golden dress with the brand logo in script font as the background
d.
An ad featuring a model in a beige dress with the brand logo in masculine font on the side
ANSWER:
c
44. Gottahave is a cereal brand. The company used to feature its mascot, an animated giraffe, in its TV commercials, to
attract viewers’ attention. Initially, viewers would watch the commercial. However, after they had been exposed to the
commercial many times, they began to expect the appearance of the giraffe and tended to tune out the commercial. The
consumers’ response to this overexposure is an example of _____.
a.
lateralization
b.
adaptation
c.
habituation
d.
sensitization
ANSWER:
c
45. _____ refers to the interpretation or understanding a consumer develops about some attended stimulus based on the
way meaning is assigned.
a.
Comprehension
b.
Attention
c.
Motivation
d.
Lateralization
ANSWER:
a
46. Which of the following is true of negatively framed information?
a.
It has a lesser impact on consumers than positively framed information.
b.
It has no impact on the way that a marketing message is perceived by consumers.
c.
It makes consumers less willing to take risks.
d.
It increases consumers’ perceived value of a product.
ANSWER:
d
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47. The process of remembering something by repeatedly thinking of it is known as _____.
a.
chunking
b.
retrieval
c.
rehearsal
d.
coding
ANSWER:
c
48. Which of the following statements is true of workbench memory?
a.
It has unlimited duration.
b.
It has limited capacity.
c.
It is considered to be preattentive.
d.
It uses semantic coding to store information.
ANSWER:
b
49. Consumers are said to have developed _____ toward a marketing message if they develop thoughts that contradict the
message.
a.
support arguments
b.
counterarguments
c.
associations
d.
expectations
ANSWER:
b
50. A _____ is a schema that is the best representative of some category but that is not represented by an existing entity.
a.
specimen
b.
prototype
c.
sample
d.
stereotype
ANSWER:
b
51. A _____ is a small piece of coded data that helps to retrieve a particular piece of knowledge onto workbench memory.
a.
node
b.
trace
c.
path
d.
tag
ANSWER:
d
52. The process by which information is transferred back into workbench memory for additional processing when needed
is known as _____.
a.
chunking
b.
encoding
c.
extraction
d.
retrieval
ANSWER:
d
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53. In the context of a message source, _____ refers to a consumer’s perception of how honest and unbiased a source is.
a.
congruity
b.
attractiveness
c.
expertise
d.
trustworthiness
ANSWER:
d
54. Harley-Davidson can be considered a(n) _____ of the motorcycle category because it is the single best representative
of the category.
a.
prototype
b.
script
c.
exemplar
d.
stereotype
ANSWER:
c
55. In the context of the four mental processes that help consumers remember things, _____ is the weakest form of
learning.
a.
chunking
b.
repetition
c.
dual coding
d.
meaningful encoding
ANSWER:
b
56. Advertisements for hygiene products such as toothpaste and mouthwash tend to feature doctors as spokespersons
endorsing the products. Consumers perceive these doctors to possess a substantial knowledge on health and hygiene.
Which of the following characteristics of the message source is represented by this example?
a.
Expertise
b.
Congruity
c.
Visibility
d.
Perception
ANSWER:
a
57. Studies indicate that consumers cannot identify their “favorite” brand of beer without the label. This sort of association
is created because of consumers’ _____.
a.
low level of involvement
b.
congruity
c.
expectations
d.
low level of knowledge
ANSWER:
c
58. A(n) _____ is the cognitive representation that gives a specific type of person meaning.
a.
script
b.
social schema
c.
episodic memory
d.
exemplar
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ANSWER:
b
59. In the context of the storage areas within the human brain, sensory memory:
a.
has limited capacity.
b.
has unlimited duration.
c.
is considered to be preattentive.
d.
uses semantic coding to store information.
ANSWER:
c
60. Which of the following television advertisements for Bright, a toothpaste brand, is likely to appeal more to a right
brain–dominant consumer than to a left brain–dominant consumer?
a.
An advertisement where a dentist clinically explains why Bright is the best toothpaste
b.
An advertisement where members of a family sing the reason why Bright is their favorite toothpaste
c.
An advertisement that shows Bright being used by a dentist to clean magnified dentures
d.
An advertisement where an elderly couple talks about how their teeth are still strong because of Bright
ANSWER:
c
61. A _____ is a portion of an associative network that represents a specific entity and thereby provides it with meaning.
a.
schema
b.
chunk
c.
trace
d.
code
ANSWER:
a
62. _____ of the marketing message has occurred when consumers, after reading an advertisement for a clothing store,
believe that they will get 50 percent discount on the purchase of a second item of equal or lesser value.
a.
Sensitization
b.
Distinction
c.
Habituation
d.
Comprehension
ANSWER:
d
63. _____ provides a consumer with the deepest comprehension and greatest chance of accurate recall.
a.
Personal elaboration
b.
Meaningful encoding
c.
Spreading activation
d.
Dual coding
ANSWER:
a
64. The amount of information available for a consumer to process within a given environment is known as _____.
a.
information database
b.
information overload
c.
information retrieval
d.
information intensity
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ANSWER:
d
65. _____ refers to the memory for past events in one’s life.
a.
Workbench memory
b.
Episodic memory
c.
Long-term memory
d.
Sensory memory
ANSWER:
b
66. Alice, a five-year-old, used to cry and protest whenever her mother took her to the dentist for dental checkups.
However, after a few visits, Alice stopped crying, even though she still does not like going to the dentist. This change in
Alice’s response to dental visits is an example of _____.
a.
anticipation
b.
habituation
c.
rumination
d.
expectation
ANSWER:
b
67. Which of the following theories hypothesizes that the way in which information is framed differentially affects risk
assessments and associated consumer decisions?
a.
Signal theory
b.
Construal level theory
c.
Prospect theory
d.
Multiple store theory
ANSWER:
c
68. Echoic storage is the storage of:
a.
visual information as an exact representation of a scene.
b.
auditory information as an exact representation of a sound.
c.
olfactory information as an exact representation of a smell.
d.
gustatory information as an exact representation of a taste.
ANSWER:
b
69. Which of the following statements is true of the characteristics of a message receiver?
a.
Less-intelligent consumers tend to comprehend messages more accurately than intelligent consumers as they
put in more effort in the comprehension process.
b.
Left brain–dominant consumers tend to be visual processors, often favoring images over verbal
communication.
c.
High levels of familiarity always increase consumer comprehension as consumers are more inclined toward
the familiar.
d.
Consumers’ beliefs of what will happen in a future situation have an impact on their comprehension of the
environment.
ANSWER:
d
70. Which of the following statements is true of consumer comprehension?
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a.
It is not influenced by internal factors within a consumer.
b.
It is based only on a consumer’s cognitive aspects.
c.
It does not always occur in the way it is intended.
d.
It rarely goes beyond the explicit content of the message.
ANSWER:
c
71. In the context of associative networks, _____ represent association between nodes.
a.
schemas
b.
paths
c.
traces
d.
tags
ANSWER:
b
72. _____ is a schema representing an event.
a.
An exemplar
b.
Episodic memory
c.
A social stereotype
d.
A script
ANSWER:
d
73. The management of Drops & Dew, a winery, introduces a new wine that has golden packaging and product
information written in a gothic font. Which of the following is most likely to be the response of consumers toward the
wine and the marketing message?
a.
Consumers are likely to be attracted by the bright color and perceive the product to be of premium quality.
b.
Consumers’ comprehension of the product will decrease due to message incongruity.
c.
Consumers will develop an unfavorable attitude toward the product because there is too much movement in
the message.
d.
Consumers are likely to associate the packaging of the product to lower prices.
ANSWER:
a
74. Todd’s parents are going to visit him, and he wants to take them out for dinner to an upscale restaurant. He is not sure
about which restaurant to visit, so he asks his boss, who often patronizes upscale restaurants, for suggestions. Which
source characteristic of his boss did Todd most likely consider when he asked for a suggestion?
a.
Likeability
b.
Competence
c.
Trustworthiness
d.
Expertise
ANSWER:
d
75. The _____ views the memory process as utilizing three different storage areas–sensory memory, workbench memory,
and long-term memory–within the brain.
a.
fuzzy-trace theory of memory
b.
multicomponent model of working memory
c.
Atkinson–Shiffrin memory model
d.
multiple store theory of memory
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ANSWER:
d
76. Joanna looks out for good bargains when she goes shopping. She once bought a T-shirt that was priced at $50 and
perceived it to be a good deal as all the other clothes were priced higher. However, on her next shopping trip, she
dismissed the same T-shirt as expensive as other clothes were being sold at lower prices. Joanna’s varying interpretation of
the value of the same product is an example of _____.
a.
prospecting
b.
sensitizing
c.
priming
d.
contrasting
ANSWER:
c
77. When Jenna was young, she and her mother would have a girls’ night out every month. They would go shopping,
watch a movie, and have dinner. These nights were very special for Jenna. As an adult, she fondly remembers those
experiences as some of her happiest memories. The given scenario illustrates _____.
a.
sensory memory
b.
workbench memory
c.
episodic memory
d.
procedural memory
ANSWER:
c
78. Sam, a high school student, lives in a busy neighborhood. When he sits down to study, he can hear different sounds,
such as a phone ringing somewhere, a baby crying, a car honking, even though he does not pay much attention to these
sounds. In this case, these sounds will be stored in Sam’s _____.
a.
long-term memory
b.
sensory memory
c.
workbench memory
d.
procedural memory
ANSWER:
b
79. _____ states that the capacity limit for workbench memory is between three and seven units of information.
a.
Weber’s law
b.
Pavlov’s law
c.
Miller’s law
d.
Maslow’s law
ANSWER:
c
80. Henry’s 75-year-old grandfather, Tim, has a passion for technology. He can operate Henry’s new smartphone with
ease. While growing up, Tim had no exposure to technology. However, because of his interest in cell phones, Tim keeps
himself updated with new technology through advertisements on TV. He also takes the effort to visit the sites mentioned
in the advertisements to gather further information. Which of the following message receiver characteristics is best
illustrated by Tim’s reaction to the advertisements promoting cell phones?
a.
Intelligence
b.
Prior knowledge
c.
Involvement
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d.
Brain dominance
ANSWER:
c
81. Gustav and his wife visit a new restaurant because they have heard good reviews about the restaurant’s food,
ambience, and service. The waitress who attends their table is efficient, tactful, and mannerly, exactly how he expects
waitresses to be. In the context of Gustav’s experience, which of the following does the waitress represent?
a.
A memory tag
b.
A social schema
c.
A memory trace
d.
A mental representation
ANSWER:
b
82. Jeremy and his girlfriend go to a club to dance. Jeremy feels happy when he is dancing with her and enjoys the music
and the food. In the given scenario, Jeremy’s experience of the night is most likely to be stored in his _____.
a.
sensory memory
b.
episodic memory
c.
workbench memory
d.
long-term memory
ANSWER:
a
83. The psychological process through which knowledge is recorded and stored is known as _____.
a.
attention
b.
perception
c.
memory
d.
priming
ANSWER:
c
84. Information stored in long-term memory is coded with _____, which means the stimuli are converted to meaning that
can be expressed verbally.
a.
semantic coding
b.
meaningful encoding
c.
mental tagging
d.
response generation
ANSWER:
a
85. _____ is a process in which two different sensory traces are available to remember something.
a.
Repetition
b.
Chunking
c.
Dual coding
d.
Meaningful encoding
ANSWER:
c
86. Which of the following is true of the physical characteristics of a message?
a.
Consumers comprehend lesser as pictures in messages get larger or movements become more intense.
b.
Consumers display greater recall of an intended message when information is presented in sequence rather
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increased comprehension, then marketers should minimize incongruity. If comprehension is the goal, a little
than in intervals.
c.
Consumers derive meaning from both the actual text of a message and the visual presentation of the message.
d.
Consumers’ comprehension of a message is unlikely to be influenced by the physical characteristics of the
message.
ANSWER:
c
87. Sara sees a beautiful golden dress in a store. However, she feels that the golden dress is expensive and does not even
check the price though the sign next to it says “affordable elegance.” Which of the following theories would best account
for Sara’s comprehension of the dress as expensive?
a.
Multiple store theory
b.
Habituation theory
c.
Signal theory
d.
Prospect theory
ANSWER:
c
88. _____ is the process by which continuous exposure to a stimulus affects the comprehension of and response to some
stimulus.
a.
Lateralization
b.
Habituation
c.
Expectation
d.
Sensitization
ANSWER:
b
89. A _____is the mental path by which some thought becomes active.
a.
memory trace
b.
mental script
c.
memory tag
d.
mental schema
ANSWER:
a
90. _____ is a phenomenon in which the meaning of something is influenced by the information environment.
a.
Framing
b.
Positioning
c.
Signaling
d.
Distorting
ANSWER:
a
91. What is message congruity, and how does it affect the comprehension of a marketing message?
ANSWER:
Answers will vary. Message congruity represents the extent to which a message is internally consistent and
fits surrounding information. The conventional wisdom is that congruent content would lead to improved
comprehension. However, this may not always be the case. Moderate levels of incongruity motivate deeper
processing than when everything in a string of messages is highly congruent. The result can be improved
comprehension.Incongruence can have drawbacks. When consumers pay attention to an ad, an incongruent
endorser can hurt the product’s image. Thus, if the primary goal is to create a favorable attitude rather than
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