Question 1

According to the two-factor theory,the net effect of being exposed repeatedly to the same message is a combination of ________.

Accepted Answer

The two-factor theory suggests that repeated exposure to a message leads to increased learning (positive effect) but also increased tedium or boredom (negative effect).

Question 2

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

Accepted Answer

Source credibility refers to the degree to which a communicator is perceived as credible, trustworthy, and believable by the audience. It is based on the communicator's expertise in the subject matter, objectivity in presenting the information, and trustworthiness in terms of their intentions and honesty. Corporate social responsibility and ethics refer to broader principles and practices related to social and environmental responsibility and ethical behavior, while expert power refers to the ability to influence others based on one's expertise in a particular field.

Question 3

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?

Accepted Answer

This approach is commonly known as using supportive arguments, as it focuses on presenting positive attributes or reasons to support the product or the message being communicated. Two-sided message involves presenting both positive and negative aspects, and refutational arguments involve addressing and refuting potential counterarguments. Reporting bias refers to the selective presentation of information to support a particular bias or agenda.

Question 4

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?

Accepted Answer

The two-factor theory suggests that varying the message can maintain interest and prevent the audience from tuning out due to repetition.

Question 5

What is source credibility and does source credibility affect attitude change?

Accepted Answer

The answer of What is source credibility and does source...

Question 6

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.

Accepted Answer

A two-sided message presents both the positives and negatives of a certain behavior, which can be effective in persuading someone to change their behavior. In this case, Rick is using a two-sided message to persuade his friend to stop smoking.

Question 7

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

Accepted Answer

Research suggests that two-sided messages can be effective in certain situations, yet marketers often avoid using them due to concerns about potential negative reactions from consumers who may be resistant to the message or feel attacked. However, when consumers are already aware of both positive and negative aspects of a product or service, two-sided messages can help build credibility and trust with the audience. Therefore, while they may not be widely used, they can be effective in specific circumstances.

Question 8

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 ________.

Accepted Answer

The answer of Elizabeth created a print ad in which...

Question 9

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

Accepted Answer

The sleeper effect occurs when people initially discount a negative source, but over time, "forget" about the source and change their attitude.

Question 10

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

Accepted Answer

This is known as the "halo effect," where people tend to associate positive qualities with attractive individuals and therefore are more likely to be persuaded by their messages.

Question 11

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

Accepted Answer

This is an example of the halo effect, where people assume that because someone has one positive trait (beauty), they also possess other positive traits (intelligence, wealth, happiness). The social adaptation perspective relates to how individuals adapt to social environments.

Question 12

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?

Accepted Answer

The 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, indicating that the celebrity's image should match that of the product and should embody cultural meaning. The perception that dark-haired models are more effective in selling gold jewelry may be due to cultural associations with luxury, sophistication, and high value often attributed to dark hair. Thus, the celebrity's image should embody cultural meanings that match or complement those of the product to enhance its appeal to the target audience.

Question 13

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

Accepted Answer

The halo effect is a cognitive bias in which an individual's overall impression of a person influences the way they feel and think about their character or behavior. In the case of physically attractive people, the halo effect leads to the perception that they are smarter, cooler, and happier than average people.

Question 14

The Geico Gecko,Tony the Tiger and the Allstate Mayhem Man are examples of spokescharacters.

Accepted Answer

Spokescharacters are fictional characters created by companies to represent a brand or product, and the Geico Gecko, Tony the Tiger, and the Allstate Mayhem Man are all examples of spokescharacters.

Question 15

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?

Accepted Answer

The politician is using the psychological principle of consensus, which suggests that people are more likely to go along with something if they believe that others are doing it too. By showing that almost 70% of the city's voters support her position on property taxes, she is trying to create the impression that her position is a popular one and therefore, increase her chances of winning the mayoral election.

Question 16

________ 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.

Accepted Answer

Comparative advertising 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. This technique is commonly used in advertising to establish superiority of one brand over another.

Question 17

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 ________.

Accepted Answer

The study found that emphasizing a unique attribute or benefit of the product was the most important factor in persuasion, meaning that the commercial needs to communicate what makes the product stand out and why it is valuable to the consumer. The other options may have some impact on persuasion, but they were not found to be the most important factor.

Question 18

Do sex-related ads work?

Accepted Answer

While sex-related ads may grab initial attention, research has shown that they often do not lead to effective advertising outcomes such as brand recall, purchase intention, or even liking the ad itself. It is also important to consider the potential negative impact on brand image and public perception. While there may be some exceptions or specific contexts where sex-related ads could work, overall this approach is not very well received by consumers.

Question 19

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.

Accepted Answer

The two-factor theory proposes that two separate psychological processes are operating when a person is repeatedly exposed to an ad, namely, the familiarity process and the boredom process.

Question 20

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.

Accepted Answer

Reporting bias refers to a situation where certain aspects of a story are selectively reported or omitted, not simply inaccuracies or lack of expertise in the reporting. The scenario described involves inaccuracies and potentially a lack of understanding, but not necessarily a biased selection or omission of information.

Quiz 8: Attitudes and Persuasive Communication