Excitatory messages make it more likely that a receiving neuron will fire and an action potential will travel down its axon.

Standardization refers to

a. consistency in the administration of a test. b. consistency in the scoring of a test. c. the sample on which the test was originally developed. d. all of the above

Scott argued that the most effective advertisement consisted of ____.?

a. ?a multiple-media approach b. ?bright colors (such as McDonald's golden arches) c. ?a sudden change in volume (such as television ads) d. ?subliminal erotic components e. ?a big picture accompanied by the fewest possible words (such as the Nike logo)