Question 1

Consumers can form simple beliefs based on their explanations,known as ____,for an endorsement.
A) peripheral cues
B) schematic cues
C) heuristics
D) attributions
E) support arguments

Accepted Answer

Attributions are the beliefs that consumers form based on their explanations for an endorsement.

Question 2

Information processing from a peripheral route is ____ the central route of persuasion.
A) less frequent than
B) equally as common as
C) more frequent in high need for cognition individuals than
D) more frequent than
E) more frequent for expensive durable goods than

Accepted Answer

Information processing from a peripheral route is more frequent than the central route of persuasion.

Question 3

When processing effort is low,consumers ____ brand messages.
A) generally generate support arguments for
B) generally generate counter arguments against
C) are persistent in thinking up source derogations about
D) are unlikely to generate arguments for or against
E) are resistant to

Accepted Answer

When processing effort is low, consumers are less likely to generate arguments for or against brand messages, as they are not actively engaging with the message and may not be motivated enough to form an opinion.

Question 4

A frozen dinner that is named Healthy Meal may lead people to make inferences that are based on
A) persuasive arguments.
B) support arguments.
C) source credibility.
D) source derogation.
E) schema-consistent information.

Accepted Answer

The naming of the frozen dinner as "Healthy Meal" may activate people's schemas and lead them to make inferences based on schema-consistent information, such as assuming that the meal contains low calories, high nutrients, and is good for one's health. This inference is based on preconceived notions and expectations associated with the label "healthy," and not on persuasive arguments, support arguments, or source credibility. Source derogation, which refers to discrediting the source of the message, is not relevant in this context. Therefore, E is the best choice.

Question 5

Low-elaboration consumers may acquire simple beliefs by forming ____ based on easily processed peripheral cues in the ad and the relationship of these cues to concepts or categories that they have stored in prior knowledge.
A) peripheral schema
B) peripheral value systems
C) simple inferences
D) long-term cognitions
E) affective cues

Accepted Answer

Low-elaboration consumers, who are not motivated to process ad information extensively, can acquire simple beliefs by forming simple inferences based on easily processed peripheral cues in the ad and the relationship of these cues to concepts or categories that they have stored in their prior knowledge.

Question 6

Ryan could tell after only a minute in his first statistics class that it was going to be a long semester.Consumers who make assessments about situations based on little or no conscious thought are making
A) inaccurate observations.
B) peripheral referencing.
C) body feedback.
D) thin-slice judgments.
E) snap decisions.

Accepted Answer

Thin-slice judgments refer to the ability to make accurate observations and draw conclusions based on minimal information or brief encounters, such as making snap decisions without conscious thought. Therefore, consumers making assessments based on little or no conscious thought are making thin-slice judgments.

Question 7

Consumers are using ____ when they form beliefs based on the number of supporting and counterarguments.
A) the frequency heuristic
B) Rob's repetition rule of thumb
C) the mere exposure effect
D) Weber's law
E) the recirculation heuristic

Accepted Answer

The frequency heuristic refers to the tendency of individuals to form beliefs based on the number of supporting and counterarguments, rather than their quality or persuasiveness. It is a type of heuristic that relies on the availability of information and is often used in situations where people are motivated to make quick decisions or judgments, such as when evaluating the credibility of a message or the expertise of a source.

Question 8

Consumers may infer that a brand of soda is fun because it is shown in pictures with individuals who are roller-skating on the boardwalk at the beach.This attitude is an example of a(n)____ that is associated with peripheral processing.
A) peripheral schema
B) peripheral value system
C) simple inference
D) long-term cognition
E) affective cue

Accepted Answer

Simple inference occurs when consumers make quick judgments based on superficial cues, such as associating a brand with fun because it is depicted with fun activities, which is typical of peripheral processing.

Question 9

Wilbur never thought much about toothpaste,but he regularly bought Bright White and Sharp Tooth brands.Most likely,Wilbur's attitude toward these brands was based on
A) support arguments rather than counterarguments.
B) persuasive arguments.
C) source derogations.
D) counterarguments rather than support arguments.
E) a few simple beliefs.

Accepted Answer

Wilbur's regular purchase of Bright White and Sharp Tooth brands, despite not thinking much about toothpaste, suggests his attitude was likely based on a few simple beliefs rather than a detailed analysis of arguments or persuasive efforts. This implies a straightforward, uncomplicated decision-making process.

Question 10

The marketing manager for Post-it notes realized that the company's consumer base held low-effort attitudes about the product.Thus,for any marketing campaign,consumers would most likely be
A) passive recipients of the message.
B) active recipients of the message.
C) unable to encode information from the message.
D) processing with higher attention levels.
E) less likely to have schemas of the information in the message.

Accepted Answer

Since the consumer base holds low-effort attitudes about the product, they are likely to be passive recipients of the message, meaning they will not actively engage with the message and may not put much effort into processing it.

Question 11

A consumer sees a television ad for athletic shoes with a famous basketball player and thinks,"This must be a good product if he is endorsing it because he is an expert on basketball." This is an example of a(n)
A) persuasive speaker.
B) memorable source aiding in encoding associations about the product.
C) credible source used to make an inference about the product.
D) attractive source aiding in raising the attention levels of the viewer.
E) focus on the central arguments in persuasion.

Accepted Answer

The consumer is using the basketball player's expertise in basketball to make an inference about the quality of the athletic shoes, which demonstrates the use of a credible source.

Question 12

The attitudes of low-elaboration consumers are less resistant to attack from competitors because of all of the following reasons except that
A) consumers do not critically evaluate message arguments.
B) there is no affect attached to the attitude.
C) consumers tend not to link the information in the message to their existing beliefs.
D) consumers do not develop strong counterarguments to the message.
E) consumers "let their guard down" and do not resist the message.

Accepted Answer

Low-elaboration attitudes are formed with less cognitive effort and are therefore less resistant to attack from competitors. This is because low-elaboration attitudes lack affect (emotional attachment) and do not have strong counterarguments, and because consumers do not critically evaluate message arguments and tend not to link the information in the message to their existing beliefs. However, there is no evidence that low-elaboration attitudes "let their guard down," so option E is not a valid reason why these attitudes are less resistant to attack.

Question 13

After watching an advertisement for an athlete's foot treatment with a famous professional football player who suffered from this same difficulty,Bill formed a simple belief that this treatment was effective.This is an example of simple beliefs based on
A) affective deliberation.
B) the truth effect.
C) explanations from an endorsement
D) associative messages.
E) elaboration.

Accepted Answer

Bill's belief in the effectiveness of the athlete's foot treatment is based on an endorsement from a famous professional football player, which is an example of forming beliefs through explanations from an endorsement.

Question 14

When a consumer has limited MAO to process marketing communications,he/she will still form attitudes through the
A) central route to persuasion.
B) peripheral route to persuasion.
C) inferential route to persuasion.
D) myopic inferences.
E) subliminal persuasion.

Accepted Answer

When a consumer has limited Motivation, Ability, or Opportunity (MAO) to process marketing communications, they are more likely to form attitudes through the peripheral route to persuasion. This route involves less cognitive effort and relies on simple cues or heuristics, rather than the detailed, message-based processing associated with the central route.

Question 15

Repeatedly seeing ads for mouthwash that claim mouthwash can kill cold germs will increase this belief.This is known as the ____ effect.
A) cognitive argument enhancement
B) affective
C) incremental learning
D) message
E) truth

Accepted Answer

The phenomenon where repeated exposure to a statement increases the likelihood of accepting it as true is known as the "truth effect."

Question 16

To be more persuasive in presenting information under low MAO,marketers should
A) provide a lot of detailed information.
B) raise one or two simple key points.
C) present more complex arguments than under high MAO to stimulate cognition.
D) not include emotional appeals.
E) present the verbal or written information.

Accepted Answer

Under low MAO, individuals have less motivation to process information, so it's important to keep the message simple and clear. Providing too much detail or complex arguments is likely to be overwhelming and ineffective. Therefore, raising one or two simple key points that are easy to understand is the best choice. Emotional appeals may still be effective, but they need to be presented in a concise and straightforward way. The format of the information presentation (verbal vs written) is less important than the content itself.

Question 17

Peripheral routes to persuasion are so named because
A) consumers' attitudes are not based on detailed examination of the message.
B) information in the messages comes directly from a secondary source.
C) information in the messages is not just facts, but contains persuasive arguments, and, thus, is presented not in a direct but in a peripheral way.
D) information in the message is primarily cognitive.
E) consumers must be persuaded over the long term, rather than directly in the short term.

Accepted Answer

Peripheral routes to persuasion rely on cues that are not directly related to the content of the message, such as the credibility or attractiveness of the source or emotional appeals. As a result, consumers may not be engaging in detailed examination of the message content and instead are swayed by peripheral cues.

Question 18

Carlos was not paying much attention to the commercial for ALZ stomach medicine,but he did notice that a famous medical researcher was endorsing it.This ad can still be persuasive because the source can
A) help in recalling the brand name.
B) aid in recalling the message.
C) help in processing the central arguments of the message.
D) serve as a heuristic for making a simplified judgment.
E) increase the persuasiveness of the peripheral arguments of the message.

Accepted Answer

The famous medical researcher serves as a heuristic for making a simplified judgment, which can result in persuasion even if the viewer is not paying close attention to the message itself.

Question 19

Marketers are more successful at changing ____ than ____ beliefs.
A) low-effort / high-effort
B) high-effort / low-effort
C) peripheral / central
D) central / peripheral
E) affective / cognitive

Accepted Answer

Marketers are more successful at changing low-effort beliefs because these beliefs are less resistant to change and often involve less scrutiny and involvement from the consumer compared to high-effort beliefs.

Question 20

Over the past four months,Charlotte heard ads that gave ten reasons why she should buy Home brand soup over the competitor.She did not really care,but she formed her attitude based on these reasons.This is an example of attitudes based on
A) counting the number of supporting arguments as a simplifying rule.
B) processing a lot of information and trying to simplify the amount of information.
C) forming new schemas.
D) organizing information into new categories.
E) raising attention levels to the point where an attitude can be formed.

Accepted Answer

Charlotte's attitude formation based on the number of reasons (ads) she heard is an example of using the simplifying rule of counting supporting arguments.

Quiz 6: Attitudes Based on Low Effort

Consumers can form simple beliefs based on their explanations,known as ____,for an endorsement.

Information processing from a peripheral route is ____ the central route of persuasion.

When processing effort is low,consumers ____ brand messages.

A frozen dinner that is named Healthy Meal may lead people to make inferences that are based on

Low-elaboration consumers may acquire simple beliefs by forming ____ based on easily processed peripheral cues in the ad and the relationship of these cues to concepts or categories that they have stored in prior knowledge.

Ryan could tell after only a minute in his first statistics class that it was going to be a long semester.Consumers who make assessments about situations based on little or no conscious thought are making

Consumers are using ____ when they form beliefs based on the number of supporting and counterarguments.

Consumers may infer that a brand of soda is fun because it is shown in pictures with individuals who are roller-skating on the boardwalk at the beach.This attitude is an example of a(n) ____ that is associated with peripheral processing.

Wilbur never thought much about toothpaste,but he regularly bought Bright White and Sharp Tooth brands.Most likely,Wilbur's attitude toward these brands was based on

The marketing manager for Post-it notes realized that the company's consumer base held low-effort attitudes about the product.Thus,for any marketing campaign,consumers would most likely be

A consumer sees a television ad for athletic shoes with a famous basketball player and thinks,"This must be a good product if he is endorsing it because he is an expert on basketball." This is an example of a(n)

The attitudes of low-elaboration consumers are less resistant to attack from competitors because of all of the following reasons except that

After watching an advertisement for an athlete's foot treatment with a famous professional football player who suffered from this same difficulty,Bill formed a simple belief that this treatment was effective.This is an example of simple beliefs based on

When a consumer has limited MAO to process marketing communications,he/she will still form attitudes through the

Repeatedly seeing ads for mouthwash that claim mouthwash can kill cold germs will increase this belief.This is known as the ____ effect.

To be more persuasive in presenting information under low MAO,marketers should

Peripheral routes to persuasion are so named because

Carlos was not paying much attention to the commercial for ALZ stomach medicine,but he did notice that a famous medical researcher was endorsing it.This ad can still be persuasive because the source can

Marketers are more successful at changing than beliefs.

Over the past four months,Charlotte heard ads that gave ten reasons why she should buy Home brand soup over the competitor.She did not really care,but she formed her attitude based on these reasons.This is an example of attitudes based on