In the context of marketing communications, physical characteristics refer to:

tangible elements, or the parts of a message that can be sensed.

What happens when consumers encounter new products or brands?

They react to them by comparing them to existing schemata.

concept within a schema, representative of some category.

Which of the following statements is true of consumer comprehension?

consumers engage in involves both thoughts and feelings.

Which of the following is true of episodic memory?

It can include knowledge necessary for consumers to use products.

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Chapter 4_ BUS 414 W

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Answers

1
In the context of marketing communications, physical characteristics refer to:
the amount of knowledge required to comprehend a message.
each figure can be separated into the focal point and the background.
a message is internally consistent and fits surrounding information.
tangible elements, or the parts of a message that can be sensed.
2
____ is a term used in psychology to refer to cognitive components that represent facts.
Declarative knowledge
Associative network
Episodic memory
Social schema
3
What happens when consumers encounter new products or brands?
They attempt to relive pleasant feelings of the past.
They try to match characteristics with various stereotypes.
They tend to become confused and frustrated.
They react to them by comparing them to existing schemata.
4
An exemplar is a:
representation of the association between nodes in an associative network.
concept within a schema, representative of some category.
cognitive representation that gives a specific type of person meaning.
schema that is representative of some category
5
Which of the following statements is true of consumer comprehension?
consumers engage in involves both thoughts and feelings.
Consumer's external factors powerfully influence the comprehension process
Consumer comprehension primarily includes cognitive elements.
A promotional message will be comprehended if it gains attention.
6
The storage of visual information as an exact representation of a particular scene is known as _____.
meaningful encoding
echoic storage
haptic perception
iconic storage
7
Which of the following is true of episodic memory?
It is a network of mental pathways linking all knowledge within memory.
It can include knowledge necessary for consumers to use products.
It is a mental yearning to relive the past, producing emotions of longing.
It captures the role expectations of a person of a specific type.
8
___ explains ways in which communications convey meaning beyond the explicit or obvious interpretation.
Habituation theory
Signal theory
Psychology theory
Prospect theory
9
_____ represent concepts in an associative network.
Scripts
Nodes
Paths
Schemata

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