Question 1

Recent advertisements for Chrysler automobiles focus on notions like "computer generated" design features, "cab forward design" for better gas mileage, and "steel reinforced" side door construction for safety.This focus on objective attributes of Chrysler cars

Accepted Answer

The advertisements focus on attributes that are utilitarian in nature, such as better gas mileage and safety features. This suggests that Chrysler is trying to appeal to consumers' functional needs for practicality and reliability in a car.

Question 2

Tyler nods his head quite often during a speech from a politician.Based on the information from your text about confidence and persuasion, Tyler would be most likely to be most persuaded by

Accepted Answer

Tyler nodding his head quite often during a speech from a politician indicates that he is in agreement with the speaker and is paying attention. This implies that he is already somewhat persuaded by the speaker. Therefore, it is likely that a strong argument would have the greatest impact on Tyler's level of persuasion, rather than weaker arguments or peripheral cues. Emotional appeals may also have an impact on Tyler's level of persuasion, but the nodding of his head indicates that he is primarily focused on the logical content of the speech.

Question 3

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 shift in AT&T's advertising focus from heartwarming ads to ads that emphasize long-distance savings indicates that they have discovered that phone service is viewed by most consumers as a utilitarian product, meaning that consumers are more concerned with functionality and practical benefits such as cost savings rather than emotional connections.

Question 4

Researchers have conducted nearly 300 split cable market tests to assess the effectiveness of advertisements.In these tests, cable viewers are randomly assigned to receive advertisements for new or existing products, and

Accepted Answer

Store scanners are the most reliable method for tracking actual purchasing behavior, whereas interviews or checklists rely on self-reporting, which can be influenced by memory or social desirability bias. A home inventory of kitchens would not be relevant to assessing the effectiveness of advertisements.

Question 5

Briñol and Petty (2003) conducted a study in which participants were presented strong or weak arguments on an issue while they were either shaking their head or nodding their head.Someone listening to a weak argument would be more persuaded if they were ________.

Accepted Answer

The answer of Briñol and Petty (2003) conducted a study...

Question 6

Based on research by Briñol and Petty (2003) in which participants were presented strong or weak arguments on an issue while they were either shaking their heads or nodding their heads, which of the following people would be most persuaded by an argument?

Accepted Answer

The answer of Based on research by Briñol and Petty...

Question 7

For which of the following products would advertisers be most likely to use emotional appeals?

Accepted Answer

Jewelry is often marketed as a symbol of love, commitment, and special occasions. Advertisers would most likely use emotional appeals to connect the product with these sentimental values.

Question 8

When trying to persuade people, it is useful to make sure they have ________ in their thoughts on the matter.

Accepted Answer

The answer of When trying to persuade people, it is...

Question 9

The best evidence that advertisements do work to change attitudes and behaviors comes from

Accepted Answer

Split cable market tests, also known as A/B testing, involve dividing a target audience into two groups and exposing them to different ads or marketing approaches. The groups are then measured for differences in behaviors or attitudes towards the product or service being advertised. This method allows for a direct comparison between the effectiveness of different ads and provides empirical evidence that ads can indeed influence consumer behavior and attitudes. The other options may provide some insight into the influence of ads, but do not offer the empirical evidence and control provided by the split cable market test.

Question 10

"Feel great.Smell great," goes the warm, lilting theme song of a television ad for perfume, as the model dances through a field of flowers.Why would this ad be most likely to work?

Accepted Answer

Emotional appeals work well with social identity products, such as perfume, which are associated with personal image and self-expression. The ad's use of a warm, lilting theme song, a model dancing in a field of flowers, and the tagline "Feel great. Smell great" all evoke positive emotions and a sense of aspirational identity that consumers may want to associate with themselves.

Question 11

Researchers Briñol & Petty (2003) conducted a study in which participants were presented strong or weak arguments on an issue while they were either shaking their heads or nodding their heads to test the durability of headphones.Someone nodding his or her head would be more persuaded if presented a(n) ________ argument.

Accepted Answer

The study found that participants who were nodding their heads were more likely to be persuaded by strong arguments, as opposed to weak arguments. Therefore, the best answer choice is A) strong.

Question 12

Suppose you are trying to persuade a group of people to purchase a new kitchen gadget.If you are presenting mostly weak arguments, which of the following techniques would help people feel more confident in their attitudes?

Accepted Answer

The answer of Suppose you are trying to persuade a...

Question 13

Imagine that you are trying to persuade an audience to buy your brand of toothbrush.You know that the audience's attitudes about toothbrushes are cognitively based.You should construct an argument that emphasizes the

Accepted Answer

Since the audience has cognitively based attitudes about toothbrushes, they are likely to weigh the features and benefits of different toothbrushes before making a buying decision. Therefore, emphasizing the important health features of your toothbrush can be effective in persuading them to choose your brand. By highlighting the features that set your toothbrush apart and explaining how they contribute to better oral health, you can appeal to their cognitive processing and influence the decision-making process. A focus on good feelings or the value of clean teeth may also be effective, but these appeals are more emotional and may not be as persuasive to an audience with cognitively based attitudes. It is never a good idea to highlight the merits of competitors' toothbrushes when trying to sell your own brand.

Question 14

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 affectively based attitudes because they tap into the emotional component of the attitude, rather than the cognitive component. Affective attitudes are often based on emotions, values, and beliefs, so logical arguments or heuristics may not be as effective. Implicit associations may be helpful in identifying hidden biases or associations, but may not be as effective in changing attitudes on their own.

Question 15

Briñol and Petty (2003) conducted a study in which participants were presented strong or weak arguments on an issue while they were either shaking or nodding their heads to test the durability of headphones.Why did head movements matter?

Accepted Answer

Head movements can influence people's confidence and attitude towards a message, with nodding increasing confidence and agreement and shaking decreasing confidence and agreement. The study was designed to test the impact of head movements on message durability, with participants more likely to remember and be influenced by messages that were consistent with their head movements.

Question 16

When it comes to designing a persuasive message, the authors assert that "It is best to fight fire with fire." By this, they mean that

Accepted Answer

The authors recommend that the type of message appeal should match the basis of the attitude. For example, using emotional appeals may be more effective for attitudes that are based on emotions, while using logical appeals may be more effective for attitudes that are based on facts and reasoning. This can be seen as "fighting fire with fire" because it involves using a similar approach to the one that formed the attitude in the first place.

Question 17

Most automobile ads on television convey very little objective information about the models shown; indeed, one automaker launched a series of television ads that contained no words at all.The design of these automobile advertisements is based on the advertisers' premise that cars are

Accepted Answer

The design of these automobile advertisements, which convey very little objective information and rely on visuals and emotional appeal, suggests that cars are being marketed as social identity products.

Question 18

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 represents its utilitarian aspect because it directly relates to its practical function and efficiency in terms of saving money and reducing environmental impact.

Question 19

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 towards 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 feelings towards the product play a significant role in their attitudes towards it.

Question 20

Research that employs split cable market tests involves

Accepted Answer

Split cable market tests involve exposing some consumers to advertisements and others to nothing, allowing for a comparison of the effectiveness of the advertisements. The other options do not involve the use of split cable market tests.

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