Deck 8: Attitudes and Persuasive Communication

Question 1

A component of a hierarchy of effects is ________.

A) non-experiential hierarchy
B) standard learning hierarchy
C) high involvement hierarchy
D) all of the above

Answer 1

D

Question 2

Psychologist David Katz developed the ________ of attitudes.

A) clinical theory
B) classical theory
C) neoclassical theory
D) functional theory

Answer 2

D

Question 3

According to the ________ hierarchy of effects, the consumer considers purchases based on an attitude of hedonic consumption (such as how the product makes him or her feel or the fun its use will provide).

A) experiential
B) habitual
C) low-involvement
D) standard learning

Answer 3

A

Question 4

________ is a lasting, general evaluation of people, objects, advertisements, or issues.

A) An object
B) A power
C) An attitude
D) An image

Question 5

Attitudes only serve one function at a time. This is what makes them easy to study and chart.

Question 6

The ________ function of attitudes applies when a person is in an ambiguous situation and needs order, structure, or meaning.

A) knowledge
B) utilitarian
C) value-expressive
D) ego-defensive

Question 7

The utilitarian function relates to the basic principles of reward and punishment.

Question 8

In the standard learning hierarchy model, attitude is based on behavioral learning processes.

Question 9

Gasoline is the only commonly purchased product that is priced down to a fraction of a cent. This is the case because buying gasoline is a low-involvement activity, which makes point-of-purchase factors more important.

Question 10

The ________ hierarchy of effects assumes the consumer does not initially have a strong preference for one brand over another. Instead, a consumer acts on the basis of limited knowledge and then forms an evaluation only after the product has been purchased or used.

A) experiential
B) habitual
C) low-involvement
D) standard learning

Question 11

Double-Dip makes ice cream. The only advantage Double-Dip has over its competitors is taste. Double-Dip costs more and has more calories per unit weight. Promotions for Double-Dip should emphasize the experiential hierarchy of the ABC model of attitudes.

Question 12

The functional theory of attitudes was initially developed to explain how ________.

A) people identify with products
B) attitudes facilitate social behaviors
C) attitudes are learned from family and friends
D) attitudes change over an individual's lifetime

Question 13

According to the functional theory of attitudes, attitudes exist because they are hereditary.

Question 14

A(n) ________ is a lasting, general evaluation of people (including oneself), objects, advertisements, or issues.

A) principle
B) belief
C) personality trait
D) attitude

Question 15

The object of an attitude (Ao) can be an object or an issue, but not a person.

Question 16

Which attitude function relates to the consumer's self-concept or central values?

A) utilitarian
B) value-expressive
C) ego-defensive
D) knowledge

Question 17

Which of the following general attitude functions is most closely related to the basic principles of reward and punishment?

A) utilitarian function
B) value-expressive function
C) ego-defensive function
D) knowledge function

Question 18

The three components of the ABC model are affect, behavior, and cognition.

Question 19

Jason believes that wearing a coat and tie suggests that he is a man who is "dressed for success." Therefore, Jason dresses formally even in class and for casual occasions. Jason is basing this decision on the cognition part of the ABC model of attitudes.

Question 20

A component of the ABC model of attitude is ________.

A) behavior
B) cognition
C) affect
D) all of the above

Question 21

Identification occurs when we form an attitude to conform to another person's or group's expectations.

Question 22

The ________ states when a person is confronted with inconsistencies among attitude or behavior, he/she will take action to restore consistency.

A) Theory of attitude
B) Theory of consistency
C) Theory of commitment
D) Theory of cognitive dissonance

Question 23

Roger was really angry when Coca-Cola attempted to switch from its older formula to New Coke. He wrote letters to Coca-Cola, talked to friends, called the local bottler, attempted to hoard "old Coke," and complained to the local grocery store manager. In this example, which degree of commitment would be most closely associated with Roger and his attitudes?

A) compliance
B) identification
C) information acquisition
D) internalization

Question 24

Describe each component of the ABC model.

Question 25

Despite improvements to the Fishbein model, all of the following are considered obstacles to predicting behavior using this model EXCEPT which one?

A) The model has relatively weak theorems about attitudes.
B) The model deals with actual behavior, not with the outcomes of behavior.
C) Some behavioral outcomes are beyond the consumer's control.
D) Measures of attitude often do not correspond to the behavior they are supposed to predict.

Question 26

One element in the muliattribute attitude model is ________.

A) evaluations
B) salient beliefs
C) object-attribute linkage
D) beliefs

Question 27

Researchers agree that there are various levels of commitment to an attitude. The highest level of involvement is ________.

A) internalization
B) identification
C) compliance
D) actualization

Question 28

The balance theory perspective involves relations among three elements (a triad). Which of the following is one of the elements of the triad?

A) a person and his or her perceptions
B) the marketer and its strategy of image building
C) a person's beliefs
D) subconscious motives

Question 29

When Jillian Jones is confronted with inconsistencies about a purchase, she is feeling cognitive dissonance.

Question 30

Discuss the low-involvement hierarchy of effects.

Question 31

Retail stores put a number of items in the aisles leading to the checkout station. These are placed there to remind customers of things they may have overlooked, or to show products that customers may not have thought of buying until they are seen. Retailers know that some items are purchased on impulse. In other words, the customer simply sees a product and purchases it. Create a fourth hierarchy of effects that would combine the three components of the ABC model when a product is selected on impulse.

Question 32

Which theory of attitudes states that people are motivated to take action to resolve inconsistencies between attitudes and behaviors?

A) theory of cognitive dissonance
B) self-perception theory
C) social judgement theory
D) balance theory

Question 33

Which of the following theories measures attitude toward the act of buying, rather than only the attitude toward the product itself?

A) the theory of cognitive dissonance
B) the theory of reasoned action
C) the balance theory
D) the theory of trying

Question 34

Researchers agree that there are various levels of commitment to an attitude. The lowest form of involvement is ________.

A) identification
B) compliance
C) internalization
D) commitment

Question 35

________ considers how people perceive relations among different attitude objects, and how they alter their attitudes to remain consistent.

A) Social judgement theory
B) Foot-in-the-door theory
C) Balance theory
D) Rejection theory

Question 36

Explain the ego-defensive function.

Question 37

All multiattribute attitude models specify the importance of attributes, beliefs, and ________.

A) action variables
B) motivations
C) regency of events
D) importance weights

Question 38

Researchers have added to the original Fishbein multiattribute model. The name of this extended-Fishbein model is the ________.

A) linked Fishbein model
B) theory of reasoned action
C) Phillips approach
D) subjective norm model

Question 39

It is possible for a person to hold two contradictory attitudes toward the same object.

Question 40

Balance theory helps explain why consumers like being linked to positively valued objects.

Question 41

Both the Fishbein model and the extended Fishbein model attempt to measure the influence of attitudes. What was the flaw in the original model and what was added in the extended model to correct this flaw?

Question 42

A marketing study found that respondents believed that a dark-haired model would be more effective in selling gold jewelry than a blond-haired celebrity would if the dark-haired celebrity was not perceived to be ethnic. What two ideas of using celebrities as communication sources are most likely to be at work here?

A) Celebrities should be attractive, but not too attractive.
B) The celebrity's image should match that of the product, and blond-haired models are too common for the exclusive image of gold.
C) The celebrity's image should match that of the product and should embody cultural meaning.
D) The celebrity's image should embody cultural meanings that contrast with the product's cultural stereotypic image.

Question 43

The source of a message has an impact on whether the message will be accepted or not. Two particularly important source characteristics are ________.

A) culture and ethnicity
B) credibility and attractiveness
C) credibility and recency
D) attractiveness and recency

Question 44

What are four major psychological principles that can influence people to change their minds or comply with a request? Be specific in your answer.

Question 45

The fine line between familiarity and boredom has been explained by the ________, which proposes that two separate psychological processes are operating when a person is repeatedly exposed to an ad.

A) balance theory
B) repetition theory
C) halo theory
D) two-factor theory

Question 46

When Sally sees an ad in a newspaper about a particular product, goes to the store, reviews the actual product offer in the store, rejects the product, and tells the salesperson why she did not buy the product, she is providing ________ in the communications model established by the store.

A) noise
B) a message
C) media forms
D) feedback

Question 47

Source ________ refers to the perceived social value of a message source.

A) valence
B) attractiveness
C) class
D) hierarchy

Question 48

Physically attractive people are perceived as smarter, cooler, and happier than average people. These perceptions are a result of the ________.

A) halo effect
B) principle of cognitive dissonance
C) balance theory
D) self-perception theory

Question 49

________ is the first element in the traditional communications model.

A) Source
B) Media
C) Receiver
D) Noise

Question 50

The psychological principle of reciprocity is at work when we take into account what others do before we decide what to do.

Question 51

Explain the principle of cognitive consistency.

Question 52

Salient beliefs are a component of the Fishbein model.

Question 53

________ acknowledges that marketers will be more successful when they communicate with consumers who have already agreed to listen to them.

A) Authorized marketing
B) Reach marketing
C) Target marketing
D) Permission marketing

Question 54

What does the sleeper effect suggest about source credibility?

A) If a receiver is not paying attention, a message cannot be effective.
B) Many people can learn the important parts of a message even when asleep.
C) The effectiveness of a message will increase over time.
D) The effectiveness of positive sources over less positive sources can be erased over time.

Question 55

According to a major study of more than 1,000 commercials, the single most important factor in whether a commercial will be persuasive is whether the communication ________.

A) stresses a unique attribute or benefit of the product
B) employs a sexual symbol or suggestion
C) provides specific price information
D) features a credible spokesperson

Question 56

A communicator's expertise, objectivity and trustworthiness refer to ________.

A) corporate social responsibility
B) ethics
C) source credibility
D) expert power

Question 57

How strongly or weakly a consumer is committed to a specific attitude relates to the level of involvement he or she has with the attitude object (Ao). Describe the strength of commitment involved in each of the following and give an example:
• Compliance
• Identification
• Internalization

Question 58

Why have multiattribute attitude models become so popular among marketing researchers? What three elements are specified in such models?

Question 59

________ occurs when people appear to "forget" about the negative source and change their attitude.

A) Halo effect
B) The sleeper effect
C) Native advertising
D) Sock puppeting

Question 60

Identify the elements of balance theory. Discuss possible interaction effects between unit relation and sentiment relation and how they can be applied to a marketing strategy.

Question 61

Rick Tuan has a unique problem. He must persuade a good friend to stop smoking. He knows that if he just says "Quit," his message will be rejected. Instead, Rick chooses to offer a ________ message in which he presents the positives and negatives of quitting smoking. He feels sure that his approach will have a greater likelihood of success with his friend.

A) supportive
B) low-involvement
C) two-sided
D) refutational

Question 62

The two-factor theory suggests that there is a limit to the optimal number of repetitions for a message.

Question 63

The Berry and Dale advertising agency has proposed a new campaign for Bayer aspirin to overcome the public's tendency to "tune out" Bayer commercials. The proposed technique involves creating ten different 15-second spots that all demonstrate reasons for using Bayer aspirin. Which theory of message communication is the agency trying to use for in its proposal for Bayer aspirin?

A) the trait-factor theory
B) the balanced communication theory
C) the two-factory theory
D) the theory of reasoned action

Question 64

In general, when the source of a message is perceived as attractive, the message will be more effectively communicated.

Question 65

The two-factor theory explains the fine line between ________.

A) argument and counter-argument
B) familiarity and boredom
C) compliance and non-compliance
D) affect and cognition

Question 66

________ refers to a strategy in which a message presents two or more specifically named or recognizably presented brands and evaluates them in terms of one or more specific attributes.

A) Cognitive differentiation
B) Emotional appeal
C) Comparative advertising
D) Conclusion advertising

Question 67

Since Janie is seen as a beautiful female, many friends also perceive her to be smarter, cooler, and happier. These assumptions illustrate ________.

A) the "halo effect"
B) the "beauty" factor
C) cultural meanings
D) the "sleeper effect"

Question 68

Most messages merely present one or more positive attributes about a product or reasons to buy it. Which of the following best describes this approach to communicating a message?

A) supportive arguments
B) two-sided message
C) refutational arguments
D) reporting bias

Question 69

The Smith Company used after-sale interviews with its customers to examine how well the customers were served by the sales and service staff of the company. When the Smith Company follows this procedure, the company is attempting to use feedback as a means to improve communications.

Question 70

Do sex-related ads work?

A) Overall, the use of a strong sexual appeal is not very well received.
B) Strong sexual appeals consistently outperform all other types of appeal.
C) Sexual images are most effective when they attempt to "trick" the consumer into paying attention.
D) There is no data to answer the question.

Question 71

The traditional communication model that regards a broadcast message as perishable doesn't work as well with narrowcasting as it does with broadcasting.

Question 72

A company wants to persuade a customer to buy its products. If the consumer has a high degree of involvement with products that are sold by the company, what route to persuasion will the company most likely take?

A) a parallel route
B) a peripheral route
C) a circular route
D) a central route

Question 73

The ________ route to persuasion is taken when the receiver is not really motivated to think about the arguments made in a communication message.

A) central
B) peripheral
C) dual
D) subconscious

Question 74

The communications model requires a source and a message, but receivers of the message are not part of the model.

Question 75

Emphasizing the negative consequences that may occur unless a consumer changes behavior is called ________.

A) a fear appeal
B) a rational appeal
C) social marketing
D) comparative marketing

Question 76

Which statement best explains the research findings about using two-sided messages to communicate with consumers?

A) Two-sided messages are widely used and are very effective in reaching target audiences.
B) Two-sided messages are cost-prohibitive.
C) Two-sided messages can be quite effective, yet marketers rarely use them.
D) Two-sided messages are no different from one-sided messages and are used equally by marketers.

Question 77

Tyler told a local journalist about an upcoming astrological event, and the reporter printed the information in the newspaper the next day. A local college professor who specializes in astrophysics said the newspaper story had numerous inaccuracies and was "penned by an amateur." In this case, Tyler and the journalist created a situation in which reporting bias has occurred.

Question 78

Elizabeth created a print ad in which the coach of a football team was shown standing out in the middle of a hay field. The text read, "UNR's Coach Roberts….outstanding in his field." Elizabeth was using a literary device called ________.

A) metaphor
B) simile
C) allegory
D) resonance

Question 79

A politician attempts to gain support for her campaign for mayor by releasing a poll showing that almost 70 percent of the city's voters support her position on property taxes. What basic psychological principle is the politician using to persuade voters that she should be the next mayor?

A) consistency
B) authority
C) consensus
D) liking

Question 80

Roxanne is one of Canada's top female models. Because of her beauty, most of Roxanne's admirers also assume that she is intelligent, wealthy, and happy with her life. This is an example of the social adaptation perspective.