Quiz 2
Question 1
Positively framed information primes losses, which consumers wish to avoid, and encourages consumers
to be more willing to take a chance on a product.
Selected Answer: False
Response Rationale Feedback: Correct. Negatively framed information primes losses, which consumers
wish to avoid, and encourages consumers to be more willing to take a chance on a product. Generally,
negatively framed information creates a relatively strong impact on consumers compared to positively
framed information.
QUESTION 2
Sensory memory creates a lot of opportunities for intentional learning.
Selected Answer: False
Response Rationale Feedback: Correct. Sensory memory is very perishable and lasts only a very short
time. Sensory memory alone creates little opportunity for intentional earning because of the short
duration. The last images held in sensory memory get transferred to the next storage mechanism, where
a sensory input like the touch of a package helps create meaning.
Question 3
Long-term memory represents permanent information storage.
Selected Answer: True
Response Rationale Feedback: Correct. Long-term memory is a repository for all information that a
person has encountered. Barring some physical incapacity, long-term memory represents permanent
information storage.
Question 4
Which of the following statements is true of subliminal processing?
Selected Answer: b.Low-strength stimuli are perceived unintentionally by humans.
Response Rationale feedback: Correct. Subliminal processing refers to the way in which the human brain
senses low-strength stimuli, that is, stimuli that occur below the level of conscious awareness. Such
stimuli have a strength that is lower than the absolute threshold of perception, the minimum strength
needed for a consumer to perceive a stimulus.
Question 5
Every time a consumer encounters a supportive instance of declarative knowledge, that knowledge
becomes stronger.
Selected Answer: True
Response Rationale feedback: Correct. In everyday experiences, a consumer compares declarative
knowledge with reality. Every time a consumer encounters a supportive instance of declarative
knowledge, that knowledge becomes stronger.
Question 6
Every concept within a consumer's associative network is linked to every other concept.
Selected Answer: True
Response Rationale: Correct. Every concept within a consumer's associative network is linked to every
other concept.
Question 7
Marketers should maximize incongruity in marketing messages if the primary goal is to create a
favorable attitude rather than increased comprehension.
Selected Answer: False
Response Rationale; Correct. Marketers should minimize incongruity in marketing messages if the
primary goal is to create a favorable attitude rather than increased comprehension. When consumers
pay attention to an ad, an incongruent endorser can hurt the product's image. See 4-1: What Influences
Comprehension?
Question 8
Conditioning represents a type of learning because it focuses on behavioral change that occurs through
a consumer's interaction with the environment.
Selected Answer: True
Response Rationale: Correct. Conditioning represents a type of learning because it focuses on behavioral
change that occurs through a consumer's interaction with the environment. See 3-6: The Difference
between Intentional and Unintentional Learning
Question 9
In the context of declarative knowledge, paths represent concepts in an associative network.
Selected Answer: False
Response Rationale: Correct. Declarative knowledge is represented in an associative network by two
nodes linked together by a path. Nodes simply represent concepts in the network, while paths represent
associations between nodes. See 4-4: Associative Networks and Consumer Knowledge
Question 10
Declarative knowledge is represented in an associative network by two nodes linked together by a path.
Selected Answer: True
Response Rationale: Correct. Declarative knowledge is represented in an associative network by two
nodes linked together by a path. Nodes simply represent concepts in the network, while paths represent
associations between nodes. See 4-4: Associative Networks and Consumer Knowledge
Question 11
According to the behaviorist approach of learning, bits of knowledge are processed electronically to
form meaning.
Selected Answer: False
Response Rationale: Correct. According to the information processing perspective, bits of knowledge
are processed electronically to form meaning.
Question 12
Which of the following statements is true of the information processing perspective to learning?
Selected answer. b. It assumes that changes in thought and knowledge precipitate behavioral changes.
Response Rationale: Correct. The information processing perspective is a learning perspective that
focuses on the cognitive processes associated with comprehension and how these precipitate behavioral
changes. See 3-6: The Difference between Intentional and Unintentional Learning
Question 13
Which of the following statements is true of the mere exposure effect?
Selected Answer: c. The size of the effect is not very strong relative to an effect created by a strong
cohesive argument.
Response Rationale: Correct. In mere exposure effect, the size of the effect (increased liking) is not very
strong relative to an effect created by a strong cohesive argument. See 3-4: Implicit and Explicit Memory
Question 14
Advertisements that feature promotions such as buy-one-get-one-free offers essentially signal that
customers will get value in some form of a reward when they perform a specific purchasing activity.
These offers employ the strategy of
Selected Answer: a. discriminative stimuli
Response Rationale: Correct. Discriminative stimuli differentiate one stimulus from other stimuli
because they signal the presence of a reinforcer. These stimuli essentially signal that a type of reward
will occur if the consumer performs a specific behavior. See 3-6: The Difference between Intentional and
Unintentional Learning
Question 15
The phenomenon of consumers realizing that, as consumers, they belong to certain categories of person
types falls under the general heading of social identity.
Selected Answer: True
Response Rationale: Correct. Consumers realize that, as consumers, they belong to certain categories of
person types. This phenomenon falls under the general heading of social identity, the idea that
individual identity is defined in part by the groups to which one belongs. See 4-5: Product and Brand
Schemas
Question 16
According to which of the following factors of effective marketing communication are flashing lights and
"pointing" signage particularly effective tools for gaining consumer attention?
Selected Answer: b. Movement
Response Rationale: Correct. Items in movement simply gain attention. Flashing lights and "pointing"
signage are particularly effective tools for gaining consumer attention. See 3-5: Enhancing Consumers'
Attention
Question 17
Echoic storage is the storage of:
Selected Answer: b. auditory information as an exact representation of a sound.
Response Rationale: Correct. Echoic storage is the storage of auditory information as an exact
representation of a sound. See 4-2: Multiple Store Theory of Acquiring, Storing, and Using Knowledge
Question 18
Which of the following is an example of haptic perception?
Selected Answer: c. A consumer touching a new brand of bath towels
Response Rationale: Correct. A consumer touching a new brand of bath towels is an example of haptic
perception. The term haptic perception refers specifically to interpretations created by the way some
object feels. See 4-2: Multiple Store Theory of Acquiring, Storing, and Using Knowledge
Question 19
One of the popular conceptions about subliminal persuasion states that:
Selected Answer: c. marketers can subliminally alter products or packages to make them more appealing
to consumers.
Response Rationale: Correct. One of the popular conceptions about subliminal persuasion states that
marketers can subliminally alter products or packages to make them more appealing to consumers. See
3-2: Consumer Perception Process
Question 20
Which of the following is true of the physical characteristics of a message?
Selected Answer: d, Consumers derive meaning from both the actual text of a message and the visual
presentation of the message.
Response Rationale: Correct. Consumers derive meaning from both the actual text of a message and the
visual presentation of the message. Font styles send meaningful signals. See 4-1: What Influences
Comprehension?
Question 21
Consumers who reach the elaboration stage are least likely to meaningfully encode information.
Selected Answer: False
Response Rationale: Correct. Consumers who reach the elaboration stage are most likely to
meaningfully encode information so that intentional retrieval is possible later. See 4-3: Making
Associations with Meaning as a Key Way to Learn
Question 22
In the context of the storage areas within the human brain, sensory memory:
Selected Answer: d. is considered to be preattentive.
Response Rationale: Correct. Sensory memory is considered to be preattentive. Sensory memory is the
area in memory where we store what we encounter with our five human senses. See 4-2: Multiple Store
Theory of Acquiring, Storing, and Using Knowledge
Question 23
Internal factors within a consumer rarely influence the comprehension process of a marketing message.
Selected Answer: False
Response Rationale: Correct. Internal factors within the consumer powerfully influence the
comprehension process of a marketing message. Factors influencing consumer behavior often interact
with each other. See 4-1: What influences Comprehension?
Question 24
Which of the following statements is true of the characteristics of a message receiver?
Selected answer: a, consumers' beliefs of what will happen in a future situation have an impact on their
comprehension of the environment.
Response Rationale: Correct. Expectations are beliefs about what will happen in a future situation. What
consumers expect to experience has an impact on their comprehension of the environment. See 4-1:
What Influences Comprehension?
Question 25
Personal elaboration means that other things are vying for processing capacity when a consumer
rehearses information.
Selected Answer: False
Response Rationale: Correct. Personal elaboration is the process by which people imagine themselves
somehow associating with a stimulus that is being processed. See 4-3: Making Associations with
Meaning as a Key Way to Learn
Question 26
Images and sounds can be displayed or heard for such a short period of time, or at such a low level of
intensity, that the brain cannot organize them and develop a meaning.
Perception of such stimuli is governed by .
Selected Answer: c. subliminal processing
Response Rationale: Correct. Subliminal processing refers to the way in which the human brain senses
low-strength stimuli, that is, stimuli that occur below the level of conscious awareness. Such stimuli have
a strength that is lower than the absolute threshold of perception, the minimum strength needed for a
consumer to perceive a stimulus. See 3-2: Consumer Perception Process
Question 27
Which of the following statements is true of workbench memory?
Selected Answer: c. it has limited capacity.
Response Rationale: Correct. Unlike sensory memory, workbench memory has limited capacity.
Generally, the capacity limit for workbench memory is between three and seven units of information.
See 4-2: Multiple Store Theory of Acquiring, Storing, and Using Knowledge
Question 28
Consumers display a preference for things that are consistent with their prior knowledge.
Selected Answer: True
Response Rationale: Correct. Consumers display a preference for things that are consistent with their
prior knowledge. Prior knowledge provides resources or a way through which other stimuli can be
comprehended. See 4-1: What Influences Comprehension?
Question 29
The more involved a consumer is with a message, the lesser will be the capacity of his workbench
memory.
Selected Answer: False
Response Rationale: Correct. The capacity of workbench memory expands and contracts based on the
level of a consumer's involvement. The more involved a consumer is with a message, the greater will be
the capacity of his workbench memory.
Question 30
When a consumer retrieves information from long-term memory, it is processed once again in sensory
memory.
Selected Answer: False
Response Rationale: Correct. When a consumer retrieves information from long-term memory, it is
processed once again in workbench memory. A task of workbench memory is the scanning and retrieval
of information from long-term Memory.
