1. Tricomponent attitude model. 2. Changing consumer attitudes toward the company's brand. 3. Information overload affecting the consumer's ability to comprehend an ad and store it in his or her memory. 4. Is an opinion leader a more credible source of product information than an advertisement for the same product? 5. Psychological noise on the communications process and strategies 6. Memory structures: sensory store, short-term store (working memory), and long-term store 7. Principles of (a) classical conditioning theory and (b) instrumental conditioning theory and their application to the development of marketing strategies 8. The absolute threshold and the differential threshold. 9. "Forced" to reposition products or service. 10. Figure-ground relationships Example of the question to be updated in the exam: Low- and high-involvement media