Deck 7: The Role of Persuasion in IMC

Question 1

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

Answer 1

False

Question 2

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

Answer 2

True

Question 3

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

Answer 3

True

Question 4

Support arguments arise when the receiver challenges a message claim.

Question 5

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 6

Attitudes are learned.

Question 7

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

Question 8

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

Question 9

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

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

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

Question 13

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

Question 14

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 15

When applying classical conditioning in advertising,the advertised brand would be the conditioned stimulus.

Question 16

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

Question 17

When using classical conditioning in advertising,peripheral cues are the conditioned response.

Question 18

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

Question 19

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

Question 20

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

Question 21

The affective component of attitudes focuses on _____.

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

Question 22

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 23

Which of the following statements reflects the affective 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 24

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

Question 25

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

Question 26

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

Question 27

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

Question 28

Attitudes are hypothetical constructs.

Question 29

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

Question 30

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

Question 31

Persuasion is the essence of marketing communications.

Question 32

Attitude is a physical property of the consumer.

Question 33

Which of the following is not one of the aspects of overt behavior that should be considered in order to obtain specific and accurate measures of attitudes? 

A) target 
B) action 
C) cognition 
D) context 
E) time

Question 34

Attitudes are constantly changing.

Question 35

Habituation occurs when a stimulus becomes more familiar to people.

Question 36

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

Question 37

While the ELM theory presents distinct central and peripheral paths to persuasion,central and peripheral processes often operate simultaneously.

Question 38

According to classical conditioning,repeated association with the purchase of a product (CR)will encourage consumers to seek exposure to advertisements (CS)in order to achieve an unconditioned response (UR).

Question 39

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

Question 40

Because it attempts to guide people toward a change to their beliefs,attitudes,or behavior,persuasion is,by definition,unethical.

Question 41

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) support arguments 
E) counterarguments

Question 42

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 43

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 44

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

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

Question 45

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 46

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 47

In the question "what is your attitude toward obtaining a college degree" a college degree is the ______.

A) target 
B) action 
C) context 
D) behavior 
E) time

Question 48

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 49

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 50

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

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

Question 51

When applying classical conditioning to advertising,the advertised brand would be the _____.

A) conditioned stimulus 
B) unconditioned stimulus 
C) conditioned response 
D) unconditioned response 
E) preconditioned response

Question 52

According to the theory of psychological reactance,_____.

A) people react against any efforts to reduce their freedom 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 53

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 54

When the receiver challenges a message claim,_____ arise.

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

Question 55

When applying classical conditioning to advertising,peripheral cues would be the _____.

A) conditioned stimulus 
B) preconditioned stimulus 
C) conditioned response 
D) preconditioned response 
E) unconditioned stimulus

Question 56

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 57

Whether a person is familiar with message claims and has the literacy or knowledge to help comprehend them is known as _____.

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

Question 58

When applying classical conditioning to advertising,the _____ would be the unconditioned response.

A) peripheral cues 
B) advertised brand 
C) emotional reactions 
D) purchase of product 
E) None of these are correct.

Question 59

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) support arguments

Question 60

What type of persuasion takes advantage of a consumer's tendency to relate aspects of the message to his or her personal situation when the consumer is highly involved in the message? 

A) emotion-based 
B) message-based 
C) opportunity-based 
D) peripheral 
E) dual

Question 61

Pavlov's experiment is an application of _____.

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

Question 62

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 63

A marketer who uses different ad formats or a large number of screens is enhancing the consumers' motivation to attend to the message by _____.

A) appealing to hedonic needs 
B) using novel stimuli 
C) using prominent cues 
D) increasing relevance of brand 
E) using motion

Question 64

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

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

Question 65

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 66

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

A) appealing to hedonic needs 
B) using large pictures 
C) using celebrities 
D) using concretizations and analogies 
E) creating Gestalt processing

Question 67

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 68

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

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

Question 69

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 hedonic needs 
E) using concretizations

Question 70

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 71

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 72

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

Question 73

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) an endpoint itself 
C) unrelated activity 
D) unnecessary activity 
E) None of these are correct.

Question 74

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

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

Question 75

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) involuntary attention 
E) persuasion

Question 76

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 77

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 78

To achieve enhanced motivation,a marketer may try to enhance the relevance of a brand by doing what? 

A) using humor 
B) presenting little information 
C) using fear appeals 
D) using an element of suspense 
E) opening with a surprise

Question 79

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

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

Question 80

_____ 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.