CB Chapter 4

1. Which characteristic of a message directly affects how easily it is understood by a consumer?

• a) The use of simple language and clear visuals

• b) The product's price

• c) The location of the advertisement

• d) The time of day the message is sent

2. Which of these characteristics of the message receiver would likely impact their comprehension of an advertisement?

• a) Their attention span

• b) The color of the ad’s background

• c) The brand name used in the ad

• d) The product's price

3. How does the communication environment influence message comprehension?

• a) High noise levels or distractions can decrease comprehension

• b) The environment makes no difference on message comprehension

• c) A familiar environment always increases message comprehension

• d) A change in location leads to better understanding

4. Which of the following best describes sensory memory?

• a) It stores information for hours or days for long-term use

• b) It holds information for a very short period (milliseconds to seconds)

• c) It can hold unlimited information for an indefinite period

• d) It processes information consciously for immediate use

5. What is the main function of the workbench memory?

• a) To store sensory information for long-term use

• b) To process and actively work with information before it moves to long-term memory

• c) To hold detailed autobiographical memories

• d) To store memories of emotions and moods

6. Which characteristic describes long-term memory?

• a) It has a very limited capacity and duration

• b) It stores information permanently and has unlimited capacity

• c) It stores information temporarily for short-term use

• d) It can only store sensory information

7. When Vanessa enters a store, she immediately notices the bright colors of a new clothing display and hears the upbeat music in the background. These stimuli only last for a few seconds before fading away, but they caught her attention. Which type of memory is responsible for holding this initial sensory information?

• a) Sensory memory

• b) Workbench memory

• c) Long-term memory

9. 9. Kiki is considering purchasing a new skincare product. As she watches an ad, she connects the benefits of the product to her own personal skincare routine, thinking about how it would fit with what she already uses. What mental process is Kiki using to make this information more memorable?

• a) Dual coding

• b) Chunking

• c) Meaningful encoding

• d) Repetition

9. 10. Chun Si is trying to remember the features of a new smartwatch she’s considering buying. He organizes the features into categories: battery life, fitness tracking, and app compatibility. What mental process is Chun Si using to improve his memory of the smartwatch’s features?

• a) Chunking

• b) Repetition

• c) Meaningful encoding

• d) Dual coding

8. Thi Ha is researching a new laptop online, comparing its specs, reading reviews, and watching videos. As he processes this information, he organizes it into features like battery life, screen size, and processor speed. He then compares this information with his current laptop and long-term knowledge of technology. Which memory area is Thi Ha primarily using to actively process and organize this information?

• a) Sensory memory

• b) Workbench memory

• c) Long-term memory