The compensatory heuristic allows you to make trade-offs among the attributes of different options ...

The compensatory heuristic allows you to make trade-offs among the attributes of different options when making a decision.
 a. True
  b. False
 Indicate whether the statement is true or false

Question 2

John participated in research in which the interviewer presented him with a magazine advertisement and asked him if he remembered seeing or reading any part of that particular advertisement. In fact, John told the interviewer that he had actually read all of the written material in that particular ad. Which Starch classification will John's response be placed?
 a. noted
  b. associated
  c. read any
  d. read most
  e. any actions taken

Question 3

With the affect referral strategy, the individual simply calls from memory his or her attitude toward relevant alternatives and picks that alternative for which the affect is most positive.
 a. True
  b. False
 Indicate whether the statement is true or false

Question 4

_____ is the Starch classification that consists of the percentage of people interviewed who read any part of the ad's copy.
 a. Noted
  b. Associated
  c. Read any
  d. Read most
  e. Any actions taken

Question 5

The dual-coding theory holds that pictures are represented in the memory in verbal as well as visual form, whereas words are less likely to have visual representations.
 a. True
  b. False
 Indicate whether the statement is true or false

Question 6

_____ is the Starch classification that consists of the percentage of people interviewed who not only remembered having seen the ad but also saw or read some part of it that clearly indicated the name of the brand or advertiser.
 a. Noted
  b. Associated
  c. Read any
  d. Read most
  e. Influenced

Question 7

Short-term memory serves as the center for current processing activity by integrating information from the sense organs and from long-term memory.
 a. True
  b. False
 Indicate whether the statement is true or false