Question 1

Elaboration involves the matter of whether it is physically possible for a person to process a message.

Accepted Answer

Elaboration involves the extent to which a person carefully thinks about issue-relevant arguments contained in a persuasive communication, not the physical possibility of processing a message.

Question 2

Motivation is high when a message relates to a person's present goals and needs.

Accepted Answer

When a message relates to a person's present goals and needs, it is more likely to be personally relevant and meaningful, which increases motivation to engage with and act upon the message.

Question 3

A television commercial's peripheral cues could be the background music.

Accepted Answer

Peripheral cues refer to aspects of an advertisement that are not central to its message but can still influence how the message is received. Background music is a common peripheral cue in television commercials that can create a certain mood or emotion and capture attention.

Question 4

Support arguments arise when the receiver challenges a message claim.

Accepted Answer

Support arguments are used to provide evidence or reasoning to back up a message claim, not when the receiver challenges a claim.

Question 5

Outcomes are the consumer's subjective probability assessments,or expectations,regarding the likelihood that performing a certain act will lead to a certain result.

Accepted Answer

Outcomes refer to the results or consequences that follow from performing a certain act, not the subjective probability assessments or expectations regarding those results. Expectations or subjective probability assessments are the individual's beliefs about how likely it is that performing a certain act will lead to a certain outcome.

Question 6

Attitudes are learned.

Accepted Answer

Attitudes are not innate or genetic, they are acquired through experiences, socialization, and communication with others.

Question 7

The theory of reasoned action proposes that all forms of planned and reasoned behavior have two primary determinants: attitudes and normative influences.

Accepted Answer

The theory of reasoned action indeed proposes that attitudes and normative influences are the two primary determinants of planned and reasoned behavior.

Question 8

The cognitive component of an attitude represents one's behavioral tendency.

Accepted Answer

The cognitive component of an attitude refers to our beliefs, thoughts, and knowledge about the attitude object, but it does not necessarily determine our behavioral tendency. The behavioral tendency is determined by the behavioral component of the attitude.

Question 9

Consumers are more likely to adopt an attitude or undertake an action when a likable person promotes that action.

Accepted Answer

The principle of liking in persuasion suggests that people are more likely to be influenced by someone they like or find attractive. This is often used in advertising, where attractive or likable celebrities are used to promote products or causes to increase the likelihood of consumer adoption of the promoted action. Research has shown that people are more likely to comply with requests or engage in actions when they are presented by someone they like.

Question 10

Reciprocation can happen with individual consumers,but not in business-to-business marketing interactions.

Accepted Answer

Reciprocation can also happen in business-to-business marketing interactions, where companies can exchange goods and services. This is commonly seen in industries such as manufacturing, where companies trade components and materials with each other.

Question 11

Counterarguments occur when a receiver agrees with a message argument.

Accepted Answer

Counterarguments occur when a receiver disagrees with a message argument.

Question 12

Beliefs involve those aspects of product ownership that the consumer either desires to obtain or avoid.

Accepted Answer

Beliefs are the perceptions or convictions that a consumer holds about a product, while desires to obtain or avoid aspects of a product are related to consumer preferences or attitudes.

Question 13

Peripheral cues may play a more important role than message arguments in determining the outcome of a persuasive effort.

Accepted Answer

Peripheral cues are often associated with cues such as attractiveness, expertise, and credibility of the source of the persuasive message, which can have a stronger impact on individuals than the actual message arguments. Research has shown that individuals may rely more on peripheral cues when they are not motivated to engage in central processing of the message arguments.

Question 14

The three strategies for changing attitudes include influencing consumers' brand-related beliefs,influencing existing evaluations,and adding an entirely new outcome into how consumers judge brands in a product category.

Accepted Answer

This statement accurately describes the three strategies for changing attitudes towards a brand or product category. These strategies involve influencing existing brand-related beliefs and evaluations, as well as introducing new outcomes or criteria for judging brands.

Question 15

When applying classical conditioning in advertising,the advertised brand would be the conditioned stimulus.

Accepted Answer

In classical conditioning, the conditioned stimulus is the stimulus that elicits a response only after learning has occurred, and in advertising, the brand being advertised is the stimulus that is repeatedly paired with other stimuli (such as positive emotions, attractive celebrities, or desirable outcomes) in order to create a positive response in consumers. Therefore, the advertised brand can be considered the conditioned stimulus in classical conditioning-based advertising strategies.

Question 16

The affective component of an attitude refers to the evaluative or feeling aspect of an attitude.

Accepted Answer

The affective component of an attitude is indeed the evaluative or feeling aspect, expressing whether someone likes or dislikes something.

Question 17

When using classical conditioning in advertising,peripheral cues are the conditioned response.

Accepted Answer

In classical conditioning in advertising, peripheral cues act as conditioned stimuli that are paired with unconditioned stimuli to elicit a conditioned response. The conditioned response is the reaction (such as a positive feeling or attitude) that the advertisement aims to elicit from the viewer, not the peripheral cues themselves.

Question 18

The personal relevance that a communication has for a receiver is a critical determinant of the extent and form of persuasion.

Accepted Answer

This statement is true. The more personally relevant a message is to a receiver, the more likely they are to be persuaded by it. Personal relevance can be influenced by factors such as the receiver's values, beliefs, needs, and goals. Therefore, communicators must consider the receiver's personal relevance when crafting their message to achieve the desired level of persuasion.

Question 19

When elaboration likelihood is high,the receiver will focus predominantly on peripheral cues rather than message arguments.

Accepted Answer

When elaboration likelihood is high, the receiver will focus predominantly on message arguments and engage in central route processing, rather than relying on peripheral cues. It is only when elaboration likelihood is low that peripheral cues may have a greater influence on the receiver's attitude formation and persuasion.

Question 20

Motivation,attitude,and opportunity,determine each person's elaboration likelihood for a particular message.

Accepted Answer

The answer of Motivation,attitude,and opportunity,determine each person's elaboration likelihood for...

Quiz 7: The Role of Persuasion in IMC