29-52

Question 1

Define long-term memory. How does it differ from working memory?

Answer 1

Portion of memory where info is permanently stored for later use. (autobiographical)

Question 2

What is the difference between explicit and implicit memory?

Answer 2

Explicit-consciously aware you remember something

Implicit-can be triggered by aided recall

Question 3

What role does elaboration play in forming long-term memories?

Answer 3

Transfers info into long-term by processing it at deeper levels

Question 4

How are recognition and recall different?

Answer 4

Recognition-identifying if we have previously encountered stimulus when re-exposed.
Recall-retrieve info from memory without being re-exposed

Question 5

What are two ways that a company can enhance their message to increase the likelihood that a consumer will remember something?

Answer 5

d

Question 6

Define schema and script. What is a script for a restaurant? How can the restaurant adjust their script to increase sales?

Answer 6

Schema-set of associations linked to concept. . Schemas can be useful because they allow us to take shortcuts in interpreting the vast amount of information that is available in our environment.”
ex.) young child thinking a large animal four legged animal is a horse when it’s a cow. The child creates a new schema when the parents tell then it’s a cow.

Script-represents sequence of actions involved in performing an activity

(e.g. – restaurant schema includes servers, menus, appetizers, the check) and places them in an order: we walk into the restaurant, are greeted and seated by a host/hostess, are given the menus, give our order to the server, etc.

Question 7

How can a brand image help or hurt a company? What are examples of firms that have favorable and unfavorable brand images?

Answer 7

Brand image: schema that captures what a brand stands for and how favorably it is viewed. If people view your company favorably then more will shop there. If people view it negatively they will not.

Favorable: Coca Cola, Amazon
Unfavorable: Wal-Mart, South West Air Lines

Question 8

Define taxonomic categories and provide an example for one, complete with superordinate levels, basic levels, subordinate levels, and category members.

Answer 8

How consumers classify a group of products based on similarity.

Beverages- Soft Drinks- Diet/Non diet- Diet coke/Diet Pepsi

Question 9

Define prototypical brand and provide an example of a prototypical brand (along with the category that the brand belongs to)

Answer 9

best example of category.

Coca-Cola (soft drink, beverage)

Question 10

Define construal level and provide an example of concrete and abstract processing

Answer 10

Psychological distance related to people’s thinking.
Low-level-concrete-details, drinks on the beach
High-level-abstract-big picture, going on vacation

Question 11

How does decay, interference and primacy/recency affect message retrieval?

Answer 11

Decay-weakening of message strength over time
Interference-strength of memory deteriorates over time because of competing memories
Primacy/recency-remember what came first and last

Question 12

What are retrieval cues, and what are two examples of retrieval cues?

Answer 12

Stimulus that facilitates activation of memory

Brand name, logos, typeface

Question 13

Define attitudes. What are three characteristics of attitudes (include simple definitions – 2-6 words – for each)?

Answer 13

overall evaluation of object or person

Favorability-like/dislike
Accessibility-how quickly we remember attitude
Resistance-how difficult we change attitude
Confidence-how strongly we hold attitude
Ambivalence-mixed attitudes
Persistence-how long attitude lasts

Question 14

What is the difference between central-route and peripheral-route processing?

Answer 14

Central-atitude formation and change when effort is high

Peripheral-effort low

Question 15

What are the three components of the cognitive response model (include definitions of each)?

Answer 15

Counterarguments-disagree with the ad?
Support arguments-agree with the ad?
Source derogations-what do you think of source?

Question 16

Define and draw a figure that explains the theory of reasoned action.

Answer 16

Attitude towards act or behavior: Working out is hard, but I understand the benefits

Subjective norms: in the US, we value good health and athleticism, so working out matches this subjective norm

Behavioral intention: I think that I should work out

Attitude (I understand the benefits of working out) +

Subjective Norms (people like those who are in shape) = Behavioral Intentions (“I should work out!”) = Behavior (working out)

(Picture)

Question 17

Define one-sided, two-sided, and comparative messages. In which case would a marketer use each message?

Answer 17

One-presents positive info (Marlboro)
Two-presents positive and negative (Fast food, now real meat)
Comparative-direct comparison with competitor (Mac vs pc)

Question 18

How are messages that elicit emotional appeals and affective responses related?

Answer 18

Emotional or generate feelings and images response to message

Question 19

Provide one example of casting a celebrity in an endorsement role using the match-up appeal.

Answer 19

source must be appropriate. Cam Newton for Play60

Question 20

Define thin-slice judgments. Next, provide an example of how a person might use thin-slice judgments to make evaluations.

Answer 20

Evaluations made after very brief observations (Teacher/survey example in class: 30 seconds of class introduction, judgement is made)

Question 21

How are the frequency heuristic and truth effect related?

Answer 21

Belief based on # of supporting
arguments or repetition
You believe it because you’ve heard it so many times

Question 22

Describe the ‘wear-in’ and ‘wear-out’ effect of message repetition on a consumer’s understanding of an advertising message.

Answer 22

Wear-out-becoming bored with a stimulus

Wear-in-consumer begins to learn

Question 23

According to the dual-mediation process, what are the two things that a person thinks about under the dual-mediation hypothesis?

Answer 23

What do I think of message? What do I think of company?

Question 24

List three factors that influence affective (emotional) attitudes in messages.

Answer 24

music
sex
attractiveness
humor
likability
emotional