Question 1

"Experts are always right" and "Expensive means quality" are some examples of how __________ can be used in persuasion.

Accepted Answer

These statements are examples of heuristics, which are mental shortcuts people use to simplify decision-making. The "expertise heuristic" assumes that those who are perceived as experts are more likely to be correct or trustworthy. The "price heuristic" assumes that items or services that are more expensive are of higher quality.

Question 2

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. What is the dependent variable of this research?

Accepted Answer

The dependent variable in this research is the amount that the smokers smoked, as this is the variable that is being measured and compared between the different groups of smokers who received different interventions.

Question 3

According to the heuristic-systematic model of persuasion, when people use the peripheral route of persuasion, they rely on __________.

Accepted Answer

The peripheral route of persuasion involves relying on heuristics, or mental shortcuts, rather than cognitive arguments or the strength of the argument. These heuristics can include things like celebrity endorsements or the attractiveness of the spokesperson. Dissonance reduction is more relevant to the central route of persuasion.

Question 4

Your best friend has just begun smoking. You are concerned for her health and decide to have a talk with her about her choices. What is the best way for you to approach this conversation?

Accepted Answer

Providing information about the dangers of smoking and resources for quitting is more likely to be effective than scare tactics, shaming, or guilt-tripping. It is important to approach the conversation with empathy and understanding rather than judgement or criticism, as this may lead to defensiveness or resistance. Additionally, offering support and being available to listen can help your friend feel more comfortable opening up and seeking help if they feel ready.

Question 5

Reggie is busy trying to prepare a complicated recipe for dinner when his sons come in asking him who can use the computer first. One son, Jason, gives a long explanation about why he needs it, and goes on for some time. The other son, Cameron, just gives a short explanation. If Reggie is processing these arguments via the heuristic route, who is he most likely to give computer privileges to first?

Accepted Answer

The answer of Reggie is busy trying to prepare a...

Question 6

According to research presented in the chapter, consumers' attitudes toward products such as perfumes and greeting cards are __________ based because they are informed by __________.

Accepted Answer

The research presented in the chapter suggests that consumers' attitudes toward products such as perfumes and greeting cards are affectively based because they are informed by values and the self-concept. This means that consumers' emotions and personal beliefs heavily influence their attitude towards these products. While behavior and past purchases may be factors, and cognitive processes such as logical appraisal and social identity concerns may have some influence, the primary driver of attitude in these cases is affect.

Question 7

Carim is looking at buying a car. After seeing the car and driving it, he asks himself, "How do I feel about it?" What may be the outcome of using this method?

Accepted Answer

Relying solely on feelings can lead to misattribution, where emotions influenced by external factors, like a salesperson, are incorrectly attributed to the car itself.

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

In most stores, owners provide background music for shoppers. Now, this music may not be to everyone's taste, but from the perspective of social psychologists who study routes to persuasion, it is probably designed to __________, and thus to __________.

Accepted Answer

The background music is probably designed to put shoppers in a good mood and make the products more attractive to them. This is a common tactic used by retailers, as research has shown that when people are in a good mood, they are more likely to spend money. Additionally, the music can also create a more pleasant shopping experience, which may encourage shoppers to return to the store in the future.

Question 10

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. What is the independent variable of this research?

Accepted Answer

The independent variable in this research is the type of intervention - whether the smokers received only a pamphlet, only watched the movie, or received both the pamphlet and movie.

Question 11

Fear-arousing persuasive messages are targeted to the __________ component of attitudes.

Accepted Answer

Fear-arousing persuasive messages are designed to target the emotional or affective component of attitudes, aiming to elicit an emotional response that can influence attitudes and behaviors.

Question 12

George is trying to decide which of two used cars to buy. He test drives each, listening to the radio while he does so. While he is test driving the Honda, his favorite song comes on the radio. George tells his friend, "I know the Toyota is a bit better of a deal, but somehow the Honda just feels better to me." If the reason that the Honda feels better is that George liked the song that he heard while driving it, his decision is being influenced by __________.

Accepted Answer

Misattribution of emotion is when a person misidentifies the cause of their emotions, in this case, George is attributing his positive feelings towards the Honda to the song he heard on the radio rather than the actual quality of the car.

Question 13

Which of the following represents the utilitarian aspect of an attitude object, such as a consumer product?

Accepted Answer

The gas mileage of a car is a utilitarian aspect of the car as it pertains to its practical, functional value for the consumer (i.e. how efficiently it can transport them from point A to point B). The other options (B, C, D) are more related to the affective and symbolic aspects of the attitude object.

Question 14

It can be tricky to use fear-arousing communication properly; a moderate amount can lead people to __________ and too much can lead people to __________.

Accepted Answer

Fear-arousing communication can be an effective persuasion technique, but it is essential to strike the right balance. A moderate amount of fear can lead people to process the message more carefully and be persuaded through the central route, considering the message's content. However, too much fear can lead people to become defensive, rejecting the message entirely. Therefore, the best option is B, which states that the moderate amount of fear can lead to persuasion through the central route, while too much fear can lead to defensiveness.

Question 15

The __________ model of persuasion asserts that attitudes may change because people attend to the merits of an argument, or because they use such cognitive shortcuts as "The faster a person talks, the more she knows about the issue."

Accepted Answer

The heuristic-systematic model of persuasion asserts that attitudes may change because people attend to the merits of an argument, or because they use such cognitive shortcuts as "The faster a person talks, the more she knows about the issue."

Question 16

You are asked to create a persuasive message. It would be best if you __________.

Accepted Answer

Matching the type of message appeal to the basis of the attitude is the best choice as it will resonate more with the audience and have a greater chance of changing their attitudes or behavior. Beginning with basic facts or solely using facts over emotional appeal may not engage the audience as much, and giving information to change attitude before targeting the new attitude may not be as effective if it does not appeal to the basis of the attitude.

Question 17

"I like sex, but not enough to die for it," says a young woman in an ad designed to persuade people to use condoms if they are sexually active. Why might this approach be ineffective?

Accepted Answer

Fear appeals, like the one used in the ad, can sometimes be so intense that they overwhelm the audience, leading to denial or avoidance rather than rational consideration of the message and the adoption of the recommended behavior.

Question 18

There is an exception to the general rule that logical, informative messages will be highly persuasive when the issue is relevant to the audience. What is that exception?

Accepted Answer

When values and feelings are the basis of the attitude in question, logical, informative messages may not work well because those factors are not easily swayed by pure facts and data. People may have emotional attachments to their beliefs and values, which make them resistant to change.

Question 19

If an attitude is cognitively based, it is best to use rational arguments. What types of arguments work best to change an affectively based attitude?

Accepted Answer

Emotional appeals work best to change an affectively based attitude. These appeals aim to evoke emotional responses and feelings, rather than relying on logical reasoning or evidence. Affectively based attitudes are based on feelings and emotions, so emotional appeals are more effective in changing such attitudes.

Question 20

In "phone wars" with MCI, Sprint, and other carriers, AT&T has switched from heart-warming ads that show family members sharing love and support via phone ("It's the next best thing to being there") to ads that focus on long-distance savings. This is most likely because AT&T advertisers have discovered that __________.

Accepted Answer

The switch in advertising from heart-warming ads to long-distance savings suggests that AT&T advertisers have realized that consumers view phone service as a utilitarian product, meaning it is valued for its practical use rather than for social identity or emotional connection.

Quiz 7: Attitudes and Attitude Change: Influencing Thoughts and Feelings