MKTG 367 UPDATED EXAM SCRIPT QUESTIONS AND
SOLUTIONS GRADED A+
✔✔grounded cognition - ✔✔theory that suggests that bodily sensations influence
thoughts and meaning independent of effortful thinking
✔✔cognitive organization - ✔✔process by which the human brain assembles sensory
evidence into something recognizable
✔✔Assimilation - ✔✔state that results when a stimulus has characteristics such that
consumers readily recognize it as belonging to some specific category
✔✔accommodation - ✔✔state that results when a stimulus shares some but not all of
the characteristics that would lead it to fit neatly in an existing category, and consumers
must process exceptions to rules about the category
✔✔contrast - ✔✔state that results when a stimulus does not share enough in common
with existing categories to allow categorization
✔✔Weber's Law - ✔✔law that states that a consumer's ability to detect differences
between two levels of a stimulus decreases as the intensity of the initial stimulus
increases
✔✔explicit memory - ✔✔memory that develops when a person is exposed to, attends,
and tries to remember information
✔✔implicit memory - ✔✔memory for things that a person did not try to remember
✔✔classical conditioning - ✔✔change in behavior that occurs simply through
associating some stimulus with another stimulus that naturally causes some reaction; a
type of unintentional learning
✔✔instrumental conditioning - ✔✔type of learning in which a behavioral response can
be conditioned through reinforcement- either punishment or rewards associated with
undesirable or desirable behavior
✔✔comprehension - ✔✔the way people cognitively assign meaning to things they
encounter
✔✔signal theory - ✔✔explains ways in which communications convey meaning beyond
the explicit or obvious interpretation
✔✔Habituation - ✔✔process by which continuous exposure to a stimulus affects the
comprehension of, and response to, the stimulus
, ✔✔prospect theory - ✔✔theory that suggests that a decision, or argument, can be
framed in different ways and that the framing affects risk assessments consumers make
✔✔Priming - ✔✔cognitive process in which context or environment activates concepts
and frames thoughts and therefore affects both value and meaning
✔✔construal level - ✔✔whether or not we are thinking about something using a
concrete or an abstract mindset
✔✔multiple store theory of memory - ✔✔theory that explains memory as utilizing three
different storage areas within the human brain: sensory, workbench, and long-term
✔✔sensory memory - ✔✔area in memory where a consumer stores things exposed to
one of the five senses
✔✔workbench, or working, memory - ✔✔storage area in the memory system where
information is stored while it is being processed and encoded for later recall
✔✔Encoding - ✔✔process by which information is transferred from workbench memory
to long-term memory for permanent storage
✔✔Retrieval - ✔✔process by which information is transferred back into workbench
memory for additional processing when needed
✔✔dual coding - ✔✔coding that occurs when two different sensory traces are available
to remember something
✔✔Chunking - ✔✔process of grouping stimuli by meaning so that multiple stimuli can
become one memory unit
✔✔cognitive interference - ✔✔notion that everything else that the consumer is exposed
to while trying to remember something is also vying for processing capacity and thus
interfering with memory and comprehension
✔✔chunk - ✔✔single memory unit
✔✔response generation - ✔✔reconstruction of memory traces into a formed
representation of what they are trying to remember or process
✔✔Schema - ✔✔a portion of an associative network that represents a specific entity
and thereby provides it with meaning
SOLUTIONS GRADED A+
✔✔grounded cognition - ✔✔theory that suggests that bodily sensations influence
thoughts and meaning independent of effortful thinking
✔✔cognitive organization - ✔✔process by which the human brain assembles sensory
evidence into something recognizable
✔✔Assimilation - ✔✔state that results when a stimulus has characteristics such that
consumers readily recognize it as belonging to some specific category
✔✔accommodation - ✔✔state that results when a stimulus shares some but not all of
the characteristics that would lead it to fit neatly in an existing category, and consumers
must process exceptions to rules about the category
✔✔contrast - ✔✔state that results when a stimulus does not share enough in common
with existing categories to allow categorization
✔✔Weber's Law - ✔✔law that states that a consumer's ability to detect differences
between two levels of a stimulus decreases as the intensity of the initial stimulus
increases
✔✔explicit memory - ✔✔memory that develops when a person is exposed to, attends,
and tries to remember information
✔✔implicit memory - ✔✔memory for things that a person did not try to remember
✔✔classical conditioning - ✔✔change in behavior that occurs simply through
associating some stimulus with another stimulus that naturally causes some reaction; a
type of unintentional learning
✔✔instrumental conditioning - ✔✔type of learning in which a behavioral response can
be conditioned through reinforcement- either punishment or rewards associated with
undesirable or desirable behavior
✔✔comprehension - ✔✔the way people cognitively assign meaning to things they
encounter
✔✔signal theory - ✔✔explains ways in which communications convey meaning beyond
the explicit or obvious interpretation
✔✔Habituation - ✔✔process by which continuous exposure to a stimulus affects the
comprehension of, and response to, the stimulus
, ✔✔prospect theory - ✔✔theory that suggests that a decision, or argument, can be
framed in different ways and that the framing affects risk assessments consumers make
✔✔Priming - ✔✔cognitive process in which context or environment activates concepts
and frames thoughts and therefore affects both value and meaning
✔✔construal level - ✔✔whether or not we are thinking about something using a
concrete or an abstract mindset
✔✔multiple store theory of memory - ✔✔theory that explains memory as utilizing three
different storage areas within the human brain: sensory, workbench, and long-term
✔✔sensory memory - ✔✔area in memory where a consumer stores things exposed to
one of the five senses
✔✔workbench, or working, memory - ✔✔storage area in the memory system where
information is stored while it is being processed and encoded for later recall
✔✔Encoding - ✔✔process by which information is transferred from workbench memory
to long-term memory for permanent storage
✔✔Retrieval - ✔✔process by which information is transferred back into workbench
memory for additional processing when needed
✔✔dual coding - ✔✔coding that occurs when two different sensory traces are available
to remember something
✔✔Chunking - ✔✔process of grouping stimuli by meaning so that multiple stimuli can
become one memory unit
✔✔cognitive interference - ✔✔notion that everything else that the consumer is exposed
to while trying to remember something is also vying for processing capacity and thus
interfering with memory and comprehension
✔✔chunk - ✔✔single memory unit
✔✔response generation - ✔✔reconstruction of memory traces into a formed
representation of what they are trying to remember or process
✔✔Schema - ✔✔a portion of an associative network that represents a specific entity
and thereby provides it with meaning
