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Exam 4: Comprehension, Memory, and Cognitive Learning

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Question 31

Multiple Choice

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Which of the following involves the association of active information in short-term memory with other information that is recalled from long-term memory?

A) meaningful encoding
B) chunking
C) rehearsal
D) cognitive congruity
E) consolidation

F) None of the above
G) A) and B)

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Question 32

Multiple Choice

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Which of the following statements is FALSE regarding comprehension?

A) Comprehension is not influenced by external factors within the consumer's environment.
B) Comprehension includes both cognitive and affective elements.
C) Consumers don't always comprehend messages in the intended way.
D) The process of comprehension is largely influenced by other internal factors within the consumer.
E) all of these statements are true regarding comprehension

F) None of the above
G) B) and E)

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Question 33

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Define social schema and describe one for a counter person working in a fast food restaurant of your choice. Compare that to your social schema of a waiter or waitress in a sit-down restaurant.

Which type of schema is the cognitive representation that gives a specific type of person meaning?

Sensory memory has unlimited capacity and duration.

_____ represent concepts in an associative network.

Attribution theory tells us that communications provide information in ways beyond the explicit or obvious content.

Every concept within a consumer's associative network is linked to every other concept.

Long-term memory is a repository for all information that a person has encountered.

Research has shown that it is easier for people to remember concrete words, such as dog or car, better than they can remember abstract concepts, such as justice or peace. It is believed to be due to the fact that people can more easily picture concrete concepts and thus put that information in their long-term memory via two different sensory "traces." That is, they put the word in long term memory as well as an image of that word. This process in which two different sensory traces are available to remember something is called _____.

A source's effectiveness in gaining comprehension can be impacted by which factor?

Which of the following can expand the capacity of the workbench memory?

Which of the following is considered a repository for all information that a person has encountered?

A schema represents a consumer's entire associative network.

Which of the following is an environmental characteristic affecting consumer comprehension?

American consumers expect to be able to easily obtain goods on shopping excursions, but that is not the case in Russia. However, Americans and Russians report similar amounts of shopping value because Russians expect that they will encounter difficulty acquiring things, which is termed _____.

_____ represents the extent to which a message is internally consistent and fits surrounding information.

Comprehension is the psychological process by which knowledge is recorded.

Brain dominance refers to the phenomenon of _____.

The duration of workbench memory is unlimited but capacity is limited.