Question 1

You work for an advertising agency. You have been assigned to come up with an advertising campaign for a new brand of designer water, which in reality is standard city reservoir water in a fancy bottle. In this case, you are best off using the ________ route, because ________.

Accepted Answer

Peripheral route persuasion is more effective when the product lacks strong, logical arguments for its superiority, as is the case with standard city reservoir water being marketed as a designer brand.

Question 2

Kara has been a die-hard Republican since she was old enough to vote. She votes Republican, is an active member of Young Republicans, and when she encounters arguments from Democrats, she is resistant to their persuasion attempts. Given the information about attitude change, it is most likely that Kara bases her attitude on

Accepted Answer

The answer of Kara has been a die-hard Republican since...

Question 3

In an effort to use fear to persuade people to live a healthier lifestyle, the government of Canada went so far as to mandate that

Accepted Answer

This choice is the only one that has already been implemented in Canada. As of 2012, all cigarette packages sold in Canada must display graphic images of the negative health effects of smoking, including diseased lungs, mouth cancer, and more.

Question 4

All of the following are true except that people who have been influenced by the

Accepted Answer

This statement is not true. People who have been influenced by the peripheral route are actually more likely to succumb to counter-persuasion, as their attitudes are based on superficial or irrelevant cues rather than deep consideration of the facts.

Question 5

You have agreed to make a speech in front of the Student Union building to convince students of the necessity of tuition increases. You haven't had a lot of time to rehearse your arguments, and you know if you had another two days you could construct and deliver a more logical, well-reasoned persuasive message. In order to increase the odds that the audience will be persuaded by your less-than-ideal speech, you should ________ to ensure that the audience processes your message ________.

Accepted Answer

The answer of You have agreed to make a speech...

Question 6

The ________ route to persuasion is to enduring attitude change as the ________ route to persuasion is to transient change.

Accepted Answer

The central route to persuasion involves a person carefully considering and processing a message, leading to enduring attitude change. The peripheral route involves a person being influenced by superficial cues, such as the speaker's appearance or mood, leading to transient change. Therefore, the best answer is C, as it correctly identifies the two routes and their respective outcomes.

Question 7

People are more likely to pay attention to characteristics of the communicator, rather than to the contents of the message, when

Accepted Answer

When issues are too complex to comprehend fully, people tend to focus more on the characteristics of the communicator (such as credibility, attractiveness, etc.) rather than trying to understand the complex content of the message. This is because it's easier to assess the communicator than to decipher complicated information.

Question 8

Research by Leventhal and his colleagues (1967) was described in the text. In the experiment, the researchers showed one group of smokers a film depicting the ravages of lung cancer, gave another group of smokers a pamphlet with instructions on how to quit smoking, and exposed a third group to both the film and the pamphlets. People in the last group reduced their smoking significantly more than people in the other two groups because

Accepted Answer

The combination of arousing fear through the film depicting the ravages of lung cancer and providing a means to reduce that fear through the pamphlets with instructions on how to quit smoking was effective in significantly reducing smoking more than the other interventions alone. This approach aligns with the fear appeal theory, which suggests that for a fear appeal to be effective, it must be accompanied by a clear and feasible way for the individual to reduce the threat.

Question 9

Fear-arousing communications are most likely to result in attitude change when

Accepted Answer

The answer of Fear-arousing communications are most likely to result...

Question 10

People who base their attitudes on ________ are most likely to maintain their new attitudes over time.

Accepted Answer

People who base their attitudes on a logical analysis of the arguments are most likely to maintain their new attitudes over time because their attitudes are based on a deeper understanding and evaluation of the information presented, rather than superficial or peripheral cues. These attitudes are more resistant to change because they are rooted in careful consideration and critical thinking.

Question 11

Research by Leventhal and his colleagues (1967) was described in the text. In the experiment, the researchers showed some smokers a graphic film about lung cancer and gave them a pamphlet with instructions on how to quit; other smokers received either the pamphlet alone, or watched the grisly film. After three months, those smokers who received only the pamphlet with instructions were smoking significantly more than those who both saw the film and received the pamphlet. Why?

Accepted Answer

The answer of Research by Leventhal and his colleagues (1967)...

Question 12

Who is most likely to remember the prominent writer of an editorial advocating the abolishment of mandatory minimum sentencing for drug offenses, but to forget the arguments in that editorial?

Accepted Answer

Orrin is most likely to remember the prominent writer of an editorial advocating the abolishment of mandatory minimum sentencing for drug offenses, but to forget the arguments in that editorial because he has jetlag from his quick trip back and forth from Utah. Jetlag can cause memory problems, including difficulty remembering details and arguments.

Question 13

Why would anyone want to use fear in a commercial?

Accepted Answer

Advertisers want to grab the attention of the target audience and fear is one way to do so. However, it is important to note that using fear in commercials can also have negative effects if done improperly, such as causing anxiety or turning viewers away from the product or service being advertised.

Question 14

Public service ads often try to raise fear in an audience to induce people to change unhealthy behaviors. If fear appeals are used, it is crucial to provide the audience with _______ to increase the likelihood of behavior change.

Accepted Answer

Fear appeals can be effective, but only when combined with specific recommendations on how to reduce the unhealthy behavior. Additionally, providing specific information on the consequences of continuing the behavior can also be effective. However, overwhelming the audience with too much fear-evoking information or statistics can actually decrease the effectiveness of the ad.

Question 15

If you are constructing an ad, a basic principle to remember is that you must

Accepted Answer

The correct principle to remember when constructing an ad is to try to ensure that your audience will pay attention to your ad. It is important to catch the attention of the target audience and make the message memorable.

Question 16

Sometimes even when people want to pay attention to a message, they cannot. Which of the following is not something that would prohibit someone from paying attention to a message?

Accepted Answer

Having a high need for cognition actually supports paying attention to a message as it refers to an individual's tendency to enjoy and engage in thinking and analysis. Feeling tired, being distracted, and the issue being too complex can all be barriers to paying attention to a message.

Question 17

According to your textbook, one reason why many ads try to play on our emotions is that

Accepted Answer

The textbook states that "techniques that play to our emotions tend to be more engaging and attention-grabbing" (p. 185). Therefore, option A is the correct choice. While emotions can help with memorability (option C) and filling in information gaps (option D), the primary reason for using emotions in advertising is to capture the audience's attention. Option B is not a correct explanation as having a schema for a product is not a precondition for the use of emotional appeals in advertising.

Question 18

Fear-arousing persuasive messages are targeted to the ________ basis of attitudes.

Accepted Answer

Fear-arousing messages target the affective basis of attitudes, as they aim to evoke emotional responses to influence attitudes and behaviors.

Question 19

Research by Leventhal and his colleagues (1967) was described in the text. In the experiment, the researchers showed one group of smokers a film depicting the ravages of lung cancer, gave another group of smokers a pamphlet with instructions on how to quit smoking, and exposed a third group to both the film and the pamphlets. People in the last group reduced their smoking significantly more than people in the other two groups because people who only

Accepted Answer