c.
It is considered to be preattentive.
d.
It uses semantic coding to store information.
e.
It uses the same distinctive mechanism for different sensory information.
31. Iconic 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.
e.
tactile information as an exact representation of a touch.
32. 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.
e.
tactile information as an exact representation of a touch.
33. Which of the following is an example of haptic perception?
a.
A customer tasting a new brand of pasta
b.
A customer listening to a new audio in the market
c.
A customer smelling a new brand of perfume
d.
A customer watching a new video game in the market
e.
A customer touching a new brand of bath towels
34. Which of the following storage areas of the memory system is used to store and encode information
for placement in the long-term memory as well as to retrieve encoded information for future use?
a.
Sensory memory
b.
Procedural memory
c.
Workbench memory
d.
Declarative memory
e.
Episodic memory
35. Sam, a high school student, lives in a busy neighborhood. When he sits down to study, he can hear
different noises–a phone ringing somewhere, a baby crying, a car honking–even though he does not
pay attention to them. These noises will be stored in Sam’s _____.
a.
long-term memory
b.
sensory memory
c.
workbench memory
d.
short-term memory
e.
procedural memory
36. The process by which information is transferred from workbench memory to long-term memory for
permanent storage is known as _____.
a.
retrieval
b.
chunking
c.
tagging
d.
encoding
e.
tracing
37. 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.
tracing
e.
retrieval
38. Which of the following is true of workbench memory?
a.
It has unlimited duration.
b.
It has limited capacity.
c.
It is considered to be preattentive.
d.
Its capacity remains the same across different levels of consumers’ involvement.
e.
It uses only semantic coding to store information.
39. According to which of the following laws, the capacity limit for the workbench memory is between
three and seven units of information?
a.
Skinner’s law
b.
Pavlov’s law
c.
Miller’s law
d.
Baddelay’s law
e.
Maslow’s law
40. The process in which two different sensory “traces” are available to remember something is known as
_____.
a.
semantic coding
b.
chunking
c.
dual coding
d.
meaningful encoding
e.
mental tagging
41. When Henry’s mother was on the phone, she called out a phone number to him asking Henry to
remember it. He tried to remember the number by repeatedly thinking of it. This process of
remembering something by repeatedly thinking of it is known as _____.
a.
tagging
b.
retrieval
c.
rehearsal
d.
dual coding
e.
chunking
42. The process that occurs when preexisting knowledge is used to assist in storing new information is
known as _____.
a.
response generation
b.
semantic coding
c.
meaningful encoding
d.
memory tracing
e.
cognitive interference
43. The process of grouping stimuli by meaning so that multiple stimuli can become a single memory unit
is known as _____.
a.
tracing
b.
retrieving
c.
encoding
d.
chunking
e.
tagging
44. All things equal, _____ is the weakest form of learning.
a.
chunking
b.
repetition
c.
dual coding
d.
tracing
e.
tagging
45. Mr. Smith is a renowned gastronomist. As his job needs knowledge of a wide range of cuisines, he
tries to remember a dish by its taste as well as its smell. Which of the following will best describe the
technique used by Mr. Smith to remember various dishes?
a.
Chunking
b.
Dual coding
c.
Memory tracing
d.
Mental tagging
e.
Priming
46. Before information can be stored in the long-term memory, all stimuli are converted to meaning that
can be expressed verbally. This process of converting stimuli is known as _____.
a.
semantic coding
b.
meaningful encoding
c.
dual coding
d.
response generation
e.
cognitive interference
47. The process through which consumers reconstruct memory traces into a formed recollection of the
information they are trying to remember is known as _____.
a.
mental tagging
b.
response generation
c.
memory tracing
d.
semantic coding
e.
spreading activation
48. The mental path by which some thought becomes active is known as _____.
a.
memory trace
b.
mental script
c.
activation node
d.
memory tag
e.
mental schema
49. A small piece of coded information that helps to retrieve a particular piece of knowledge is known as a
_____.
a.
node
b.
trace
c.
path
d.
script
e.
tag
50. The unintentional but recurrent memory of long-ago events that are not triggered by anything in the
environment is known as _____.
a.
elaboration
b.
rumination
c.
activation
d.
assimilation
e.
contemplation
51. The extent to which one continues processing a message even after he/she develops an initial
understanding in the comprehension stage is known as _____.
a.
activation
b.
elaboration
c.
rumination
d.
association
e.
assimilation
52. Which of the following provides a consumer with the deepest comprehension and the greatest chance
of accurate recall?
a.
Personal elaboration
b.
Cognitive interference
c.
Spreading activation
d.
Dual coding
e.
Meaningful encoding
53. An associative network is a network of:
a.
synaptic pathways linking various stimuli.
b.
mental pathways linking knowledge within memory.
c.
neural pathways linking nerve fibres within the sensory memory.
d.
mental pathways linking consumer motivation with cognition.
e.
neural pathways linking affective components of memory.
54. Which of the following refers to cognitive components that represent facts in an associative network?
a.
Declarative knowledge
b.
Prospective knowledge
c.
Episodic knowledge
d.
Procedural knowledge
e.
Semantic knowledge
55. In an associative network, the concepts are represented by _____.
a.
paths
b.
scripts
c.
traces
d.
tags
e.
nodes
56. The association between nodes in an associative network is shown by _____.
a.
scripts
b.
paths
c.
traces
d.
tags
e.
schemas
57. Which of the following terms refers to a type of associative network that works as a cognitive
representation of a phenomenon that provides meaning to that entity?
a.
Schema
b.
Archetype
c.
Specimen
d.
Prototype
e.
Exemplar
58. A concept within a schema that is the single best representative of some category is known as a(n)
_____.
a.
specimen
b.
exemplar
c.
archetype
d.
script
e.
stereotype
59. Harley-Davidson can be said to be the _____ of the motorcycle category because it is that concept
within the motorcycle category which can be the single best representative of the motorcycle category.
a.
archetype
b.
script
c.
trace
d.
stereotype
e.
exemplar
60. Some categories are not well represented by an exemplar. For instance, a “pharmaceutical sales rep”
category likely does not evoke a specific person who best represents that category. However, an image
is associated in one’s mind with the category. This type of schema is known as a(n) _____.
a.
specimen
b.
prototype
c.
epitome
d.
stereotype
e.
archetype
61. A schema representing an event is known as a(n) _____.
a.
exemplar
b.
prototype
c.
stereotype
d.
script
e.
archetype
62. Most consumers in the United States have a schema representing a wedding that has the bride coming
down the aisle with her father, who gives her to the groom. After the ceremony, the groom kisses the
bride. This schema is an example of a(n) _____.
a.
script
b.
sample
c.
exemplar
d.
stereotype
e.
archetype
63. The memory for past events in one’s life is known as the _____.
a.
procedural memory
b.
episodic memory
c.
semantic memory
d.
implicit memory
e.
sensory memory
64. A social _____ is the cognitive representation that gives a specific type of person meaning.
a.
categorization
b.
schema
c.
script
d.
expectation
e.
facilitation
PROM NIGHT SCENARIO
Sara had been very excited thinking about her approaching senior prom. She had been flipping through
many fashion journals for “the dress”. She had almost zeroed in on a gold dress. However, believing it
to be too expensive, she did not even bother to check the price, even though, the advertisement said
“affordable elegance”. Finally, she chose an orange chiffon dress. As she tried the dress on, a sequence
of events began to play in her mind—how Jake, her date, will come to pick her up in a limousine, and
will tie a corsage around her wrist, how her parents will click a picture, and how they will zoom away
to the prom venue and dance the night away—images that have been playing on her mind for days
now. On the night of the prom, as she was dancing with Jake, she thought to herself, “Everything is
just the way it should be.” She was so happy when she was dancing the waltz that—the crowd, the
noise, the music—everything drowned out. When they finally sat down for dinner, they were served
by butlers. These butlers were efficient, tactful and mannerly, exactly the way Sara and her friends had
always imagined butlers would be like. It was perfect. The night was very special for Sara and she
thought that she will remember it for the rest of her life as one of her happiest memories.
65. Refer to Prom Night Scenario. Sara decided that the gold dress was expensive and did not even bother
to check the price even though the advertisement said it was “affordable.” 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.
Frame theory
d.
Dual coding theory
e.
Signal theory
66. Refer to Prom Night Scenario. Sara was so happy when she was dancing the waltz that—the crowd,
the noise, the music—everything drowned out. This indicates that the noise of the crowd and the music
were most likely to be stored in Sara’s _____ memory.
a.
sensory
b.
short-term
c.
workbench
d.
long-term
e.
procedural
67. Refer to Prom Night Scenario. Which of the following represents the sequence of events Sara mentally
went through regarding what to expect on her prom night?
a.
Epitome
b.
Script
c.
Exemplar
d.
Archetype
e.
Stereotype
68. Refer to Prom Night Scenario. The night was very special for Sara and she thought that she will
remember it for the rest of her life as one of her happiest memories. Sara’s memory of her prom night
is an example of a(n) _____ memory.
a.
haptic
b.
iconic
c.
episodic
d.
procedural
e.
echoic
69. Refer to Prom Night Scenario. The butler was efficient, tactful and mannerly, exactly the way Sara and
her friends had always imagined butlers would be. For Sara and her friends, the butler represented the
social _____ of butlers.
a.
specimen
b.
sample
c.
script
d.
archetype
e.
stereotype
VALENTINE’S DAY SCENARIO
Todd decides to propose marriage to his girlfriend on Valentine’s Day. He wants this to be a very
special day, so he decided to take her to a fancy restaurant. He is not sure about the choice of
restaurant, and so he asks his boss, who often patronizes fancy restaurants, for suggestions. Though
Todd doesn’t have much experience in fine restaurants, he knows what to expect: he will give his car
to the valet, be seated by the hostess, be given menus and a wine list, order, eat, pay the bill, and
retrieve his car from the valet. On the big day, he goes to his girlfriend’s apartment with a dozen roses
in his hand and the ring in his pocket. He likes the restaurant his boss suggested, and thinks the food is
really good, but finds the choice of background music odd. In his opinion, a fancy restaurant shouldn’t
be playing pop music. However, the rest of the night goes according to plan. He will always remember
how beautiful his girlfriend looks and how happy they are when she accepts his proposal.
70. Refer to Valentine’s Day Scenario. Which source characteristic of his boss did Todd most likely
consider when he asked him to suggest a restaurant?
a.
Likeability
b.
Attractiveness
c.
Trustworthiness
d.
Specificity
e.
Expertise
71. Refer to Valentine’s Day Scenario. Todd thought it was strange for a fine restaurant to be playing pop
music in the dining room. It didn’t match his concept of fancy restaurants. For Todd, the message
conveyed by the restaurant environment lacked _____.
a.
complexity
b.
intensity
c.
congruity
d.
acceptability
e.
visibility
72. Refer to Valentine’s Day Scenario. The pop music Todd was exposed to while he was in the restaurant
is most likely to be stored in his _____ memory.
a.
echoic
b.
iconic
c.
episodic
d.
procedural
e.
haptic
73. Refer to Valentine’s Day Scenario. Todd will remember the day for the rest of his life. He’s going to
remember how wonderful the food was; how special it was when he asked her to marry him; and the
look on her face when she said yes. Todd’s memory of the night he proposed is an example of a(n)
_____ memory.
a.
haptic
b.
iconic
c.
episodic
d.
echoic
e.
procedural
74. Refer to Valentine’s Day Scenario. The sequence of events Todd mentally went through regarding
what to expect at the restaurant is an example of _____.
a.
framing
b.
habituation
c.
a script
d.
chunking
e.
an exemplar
ESSAY
1. Define comprehension. List the main factors that influence consumer comprehension. Discuss an
example of each factor.
2. Compare and contrast the different memory stores in the multiple store theory of memory.
3. Name and describe four mental processes that help consumers remember things. Discuss an example
of how you can use each to perform better in an exam.
4. Create your associative network for a brand of athletic shoes of your choice and include at least five
nodes. Define declarative knowledge, node, and path in associative networks, and identify each in your
network.
5. Explain script with respect to memory and describe a script for each of the following situations:
(a) attending an awards ceremony
(b) shopping for a computer
(c) attending a sporting event
(d) going on a first date
6. Define social stereotype. Explain how attempts to demarket a product can be implemented by
stigmatizing consumption with a negative stereotype.
