Deck 7: The Role of Persuasion in Integrated Marketing Communications

Question 1

Consumers are more likely to adopt an attitude or undertake an action when a likable person promotes that action.

Answer 1

True

Question 2

Attitudes are learned.

Answer 2

True

Question 3

Beliefs involve those aspects of product ownership that the consumer either desires to obtain or avoid.

Answer 3

False

Question 4

Peripheral cues may play a more important role than message arguments in determining the outcome of a persuasive effort.

Question 5

In Pavlov's experiment,the meat powder was the conditioned response.

Question 6

The three strategies for changing attitudes include influencing consumers' brand-related beliefs,influencing existing evaluations,and adding an entirely new outcome into how consumers judge brands in a product category.

Question 7

The personal relevance that a communication has for a receiver is a critical determinant of the extent and form of persuasion.

Question 8

Motivation,opportunity,and attitude determine each person's elaboration likelihood for a particular message.

Question 9

The theory of reasoned action proposes that all forms of planned and reasoned behavior have two primary determinants: attitudes and normative influences.

Question 10

Reciprocation can happen with individual consumers,but not in business-to-business marketing interactions.

Question 11

Counterarguments occur when a receiver agrees with a message argument.

Question 12

Motivation is high when a message relates to a person's present goals and needs.

Question 13

The cognitive component of an attitude represents one's behavioral tendency.

Question 14

A television commercial's peripheral cues could be the background music.

Question 15

Elaboration involves the matter of whether it is physically possible for a person to process a message.

Question 16

In Pavlov's experiment,the bell was the conditioned stimulus.

Question 17

When elaboration likelihood is high,the receiver will focus predominantly on peripheral cues rather than message arguments.

Question 18

Supportive arguments arise when the receiver challenges a message claim.

Question 19

The effective component of an attitude refers to the evaluative or feeling aspect of an attitude.

Question 20

Outcomes are the consumer's subjective probability assessments,or expectations,regarding the likelihood that performing a certain act will lead to a certain result.

Question 21

Persuasion is the smallest component of marketing communications.

Question 22

Marketers can enhance consumers' motivation to process brand information by using celebrities in the advertising.

Question 23

Pavlov's experiment utilized operant conditioning.

Question 24

Persuasion is an effort by a marketing communicator to influence the consumer's attitude and behavior in a manner that benefits the communicator.

Question 25

Marketers can enhance the consumers' ability to access knowledge structures by employing verbal framing.

Question 26

According to the ELM theory,people experience only temporary attitude changes when persuaded via the peripheral route.

Question 27

Habituation occurs when a stimulus becomes more familiar to people.

Question 28

According to the ELM theory,the form of persuasion will depend on the characteristics of the market and the strengths of the marketing communicator's relative market position.

Question 29

The effective component of attitudes focuses on _____.

A) feelings and evaluations
B) beliefs
C) knowledge
D) behavioral tendencies
E) information

Question 30

Attitude is a physical property of the consumer.

Question 31

Voluntary attention occurs when a person is attracted to a stimulus and continues to pay attention because it holds his or her interest.

Question 32

Which of the following statements reflects the effective attitude component?

A) Oranges are high in vitamin C.
B) I like oranges.
C) Oranges are expensive.
D) Oranges grow in Florida.
E) I often buy oranges.

Question 33

Marketers can enhance consumers' opportunity to encode information by repeating the ad on multiple occasions.

Question 34

Involuntary attention requires little or no effort on the part of a receiver.

Question 35

Which of the following statements reflects the cognitive attitude component?

A) I like playing tennis.
B) I enjoy outdoor sports.
C) I play tennis three times a week.
D) Playing tennis is a form of exercise.
E) I do not enjoy playing basketball.

Question 36

Attitudes are constantly changing.

Question 37

Attitudes _____.

A) can be observed
B) are inherited
C) are relatively enduring
D) do not influence behavior
E) All of these are correct.

Question 38

The conative component of attitude represents one's predisposition to act toward an object.

Question 39

Persuasion is the essence of marketing communications.

Question 40

Attitudes are hypothetical constructs.

Question 41

Which tool of influence is being used when a car salesperson gets a consumer to agree to a price and then says they have to get their sales manager's approval?

A) reciprocation
B) commitment and consistency
C) social proof
D) authority
E) scarcity

Question 42

In Pavlov's experiment,the _____ was the unconditioned stimulus.

A) dog salivating
B) bell
C) meat powder
D) trainer
E) None of these are correct.

Question 43

An example of a peripheral cue would be _____.

A) background music in a television commercial
B) scenery in a television commercial
C) a salesperson's accent
D) a salesperson's physical appearance
E) All of these are correct.

Question 44

A clothing salesperson is using the _____ tool of influence when she tells a customer that there are only a few scarves left and they are selling fast.

A) liking
B) scarcity
C) commitment and consistency
D) social proof
E) reciprocation

Question 45

In Pavlov's experiment,the meat powder was the _____.

A) conditioned stimulus
B) preconditioned stimulus
C) conditioned response
D) preconditioned response
E) None of these are correct.

Question 46

In Pavlov's experiment,the bell was the _____.

A) conditioned stimulus
B) unconditioned stimulus
C) conditioned response
D) unconditioned response
E) None of these are correct.

Question 47

The theory of reasoned action proposes that all forms of planned and reasoned behavior have two primary determinants: _____ and _____.

A) motivation; normative influences
B) attitudes; normative influences
C) attitudes; value-expressive influences
D) attitudes; informational influences
E) motivation; informational influences

Question 48

The mental activity in response to a message such as an advertisement is known as _____.

A) motivation
B) opportunity
C) elaboration
D) ability
E) perception

Question 49

Audrey Thomas-Alexander is asked to make a contribution to United Way.She asks the amount other people are giving and ends up giving that amount.She has used the _____ tool of influence.

A) reciprocation
B) commitment and consistency
C) social proof
D) liking
E) scarcity

Question 50

The _____ component of attitudes focuses on behavioral tendencies.

A) effective
B) instrumental
C) conative
D) cognitive
E) behavioral

Question 51

The influence tactic that is based on the principle that things become more desirable when they are in great demand but short supply is known as _____.

A) liking
B) scarcity
C) social proof
D) commitment and consistency
E) reciprocation

Question 52

Jack Joseph challenges the message claim made in an automobile commercial.This is an example of _____.

A) planned arguments
B) policy arguments
C) antiarguments
D) counterarguments
E) supportive arguments

Question 53

Betty Franks agrees with the message in an advertisement for a political candidate.This is an example of _____.

A) planned arguments
B) policy arguments
C) antiarguments
D) supportive arguments
E) counterarguments

Question 54

When the receiver challenges a message claim,_____ arise.

A) planned arguments
B) policy arguments
C) antiarguments
D) supportive arguments
E) counterarguments

Question 55

A salesperson is hired because he is the same age as most of the shoppers and is considered handsome.What tool of influence is being used?

A) reciprocation
B) commitment and consistency
C) social proof
D) scarcity
E) liking

Question 56

Which of the following statements reflects the conative attitude component?

A) I enjoy reading.
B) Reading improves the mind.
C) Everyone should try to improve their reading skills.
D) Mysteries are fun to read.
E) I plan to purchase three books this week.

Question 57

Which tool of influence is being used when a salesperson gives someone a gift with the hope that they will purchase something?

A) reciprocation
B) commitment and consistency
C) social proof
D) authority
E) scarcity

Question 58

The three factors that determine each individual's elaboration likelihood for a particular message are _____.

A) motivation, opportunity, and ability
B) motivation, objectives, and attitude
C) motivation, opportunity, and attitude
D) motivation, objectives, and ability
E) motivation, opinions, and ability

Question 59

According to the theory of psychological reactance,_____.

A) people react against any efforts to reduce their freedoms of choice
B) consumer behavior is seen as emotional
C) consumer behavior is seen as highly cognitive
D) people satisfy primary needs before acquired needs
E) the personal relevance that a communication has for a receiver is a critical determinant of the extent and form of persuasion

Question 60

The employee's intention to donate or not donate to a charity is best described as the _____ attitude component.

A) cognitive
B) conative
C) instrumental
D) effective
E) planned

Question 61

When a person willfully notices a stimulus,_____ has occurred.

A) exposure
B) comprehension
C) voluntary attention
D) nonvoluntary attention
E) persuasion

Question 62

Marketers can enhance the consumers' opportunity to reduce processing time by _____.

A) appealing to hedonistic needs
B) heightening ad complexity
C) repeating brand information
D) creating gestalt processing
E) employing verbal framing

Question 63

A(n)_____ is a specimen or model of a particular concept or idea.

A) frame
B) exemplar
C) symbol
D) sign
E) reference

Question 64

The central and peripheral paths represent endpoints on a continuum of persuasion strategies and are intended to imply that persuasion is a(n)_____.

A) either-or proposition
B) combination of the two
C) unrelated activity
D) unnecessary activity
E) None of these are correct.

Question 65

Pavlov's experiment is an application of _____.

A) operant conditioning
B) classical conditioning
C) reasoning
D) cognitive dissonance
E) stimulus generalization

Question 66

Marketers can enhance the consumers' opportunity to encode information by _____.

A) using loud music
B) using colorful ads
C) repeating brand information
D) employing verbal framing
E) increasing curiosity about the brand

Question 67

Evelyn Rivers is the advertising director of a chain of health clubs.She is putting together an advertisement.She wants to enhance the consumers' opportunity to encode information.The best way to accomplish this objective would be to _____.

A) repeat the ad on multiple occasions
B) use loud music
C) use celebrities
D) use colorful ads
E) employ verbal framing

Question 68

_____ attention requires very little effort on the part of the receiver.

A) Involuntary
B) Voluntary
C) Selective
D) All of these are correct.
E) None of these are correct.

Question 69

Marketers can enhance the consumers' ability to access knowledge structures by _____.

A) using loud music
B) using colorful ads
C) employing verbal framing
D) repeating brand information
E) increasing curiosity about the brand

Question 70

A marketer who is using colorful ads is enhancing the consumers' _____.

A) motivation to attend to the message
B) motivation to process brand information
C) opportunity to encode information
D) opportunity to reduce processing time
E) ability to access knowledge structures

Question 71

Marketers can enhance consumers' motivation to attend to a message by _____.

A) increasing curiosity about the brand
B) repeating the ad on multiple occasions
C) employing verbal framing
D) appealing to hedonistic needs
E) using concretizations

Question 72

Attitudes toward a brand result from a combination of _____ attitude-formation processes.

A) primary and secondary
B) linear and non-linear
C) associative and non-associative
D) central- and peripheral-route
E) None of these are correct.

Question 73

Attitudes are _____.

A) physical constructs
B) constantly changing
C) hypothetical constructs
D) feelings
E) All of these are correct.

Question 74

When a person is attracted to a stimulus and continues to pay attention because it holds his or her interest,_____ has occurred.

A) exposure
B) comprehension
C) voluntary attention
D) nonvoluntary attention
E) persuasion

Question 75

Marketers can enhance the consumers' ability to access knowledge structures by _____.

A) appealing to hedonistic needs
B) using large pictures
C) using celebrities
D) repeating key scenes
E) None of these are correct.

Question 76

A clear progression is implied from initial cognition,to affection,to _____.

A) assimilation
B) conation
C) decoding
D) acquisition
E) None of these are correct.

Question 77

When consumers are attracted to stimuli that supply relevant facts and figures,they are interested in meeting their _____.

A) heuristic needs
B) emotional needs
C) hedonic needs
D) informational needs
E) symbolic needs

Question 78

In recognizing alternative paths to attitude formation and thus to persuasion,the ELM points out that the form of persuasion will depend both on consumer _____ (their motivation,opportunity,and ability to process marketing messages)and the relative strengths of the brand.

A) aptitudes
B) characteristics
C) decoding strategies
D) encoding strategies
E) feelings

Question 79

According to the ELM theory,people experience _____ attitude changes when persuaded via the peripheral route.

A) temporary
B) permanent
C) semi-permanent
D) exceptional
E) None of these are correct.

Question 80

Margaret Stephens notices the television commercial because of the loud sounds.This is an example of _____.

A) exposure
B) involuntary attention
C) nonvoluntary attention
D) voluntary attention
E) interpretation