Question 1

Consider a simple promotional message such as 'Take in a great view - Bungee Jump!' According to Chaiken and Eagly (1983),the most effective medium to spread it is

Accepted Answer

TV is considered the most effective medium for spreading promotional messages because it combines both visual and audio elements that can capture viewers' attention and leave a lasting impression. In this case, the thrilling nature of bungee jumping can be better conveyed through visuals, making TV the best choice for promoting it. While radio and print can be effective for certain types of messages, they may not be as effective in conveying the excitement of an activity like bungee jumping.

Question 2

You see a qualified medical doctor and an unqualified physical health promoter present on the benefits of living a healthy lifestyle.Both are very convincing,although their arguments differ slightly.Knowing what you do about the importance of source credibility,you obviously tend to believe the arguments of the medical doctor rather than the health promoter.However,after about a year you find yourself talking to a friend about why they should be living a healthier lifestyle,and without realising it you are forcefully putting forward the arguments of both the medical doctor and the health promoter you saw present a year earlier.This is an example of

Accepted Answer

This is an example of the sleeper effect, where the influence of a less credible source (the health promoter) increases over time and becomes just as persuasive as the more credible source (the medical doctor).

Question 3

Linda and Rosa discuss vigorously whether to use an automatic or a handheld mixer to blend the ingredients for a marble cake.Getting nowhere,they ask Ralph,Linda's husband.Ralph grumbles that it doesn't matter as long as the cake tastes good.He is likely to have said this because he thinks that

Accepted Answer

The answer of Linda and Rosa discuss vigorously whether to...

Question 4

When might a threat message in advertising work? When

Accepted Answer

Threat messages in advertising can be effective when they not only highlight a danger or threat but also provide a method for the audience to cope with or avoid the danger. This approach can motivate positive action by offering a solution or preventative measure alongside the warning.

Question 5

The Road Safety Committee really wants to convince drivers to slow down.They show gory images of mangled people,squashed cars,fire engines and ambulances on TV.The evidence for the effectiveness of such messages is

Accepted Answer

The effectiveness of using gory images to promote road safety is not clear, as the results are mixed. While some studies have shown a decrease in accidents and speeding behavior after exposure to such messages, other research suggests that these images can be desensitizing or even cause psychological harm. Therefore, it is important to consider other approaches to promoting safe driving, such as education, incentives, and road engineering.

Question 6

Findings by Tyler and Schuller (1991)that,on the whole,age is irrelevant to attitude change supports the

Accepted Answer

The findings by Tyler and Schuller (1991) support the lifelong openness hypothesis which suggests that individuals remain open to changing their attitudes and beliefs throughout their lives, regardless of age. This goes against the life stages hypothesis which suggests that attitude change is more likely to occur during certain life stages, and the increasing persistence hypothesis which suggests that attitudes become more resistant to change as individuals age. The persistence hypothesis does not apply here as it suggests that attitudes remain stable throughout an individual's life.

Question 7

Research by McGuire (1968)argued that when the relationship of persuasibility and self-esteem are depicted graphically,it appears as

Accepted Answer

McGuire's research suggested that persuasibility and self-esteem have an inverted U-shaped relationship, meaning that people with either very low or very high self-esteem are less susceptible to persuasion, whereas those with moderate self-esteem are more persuadable.

Question 8

When advertising a simple message,the most effective medium is television and the next most effective is radio.Both of these are superior to newspapers and magazines.This is because

Accepted Answer

The effectiveness of a medium depends on how easily the message can be communicated through it. Television and radio are better at conveying simple messages as they use both visual and auditory cues, whereas newspapers and magazines rely solely on visual cues. The difficulty of the message interacts with the choice of media, making television and radio the best choice for simple messages.

Question 9

The treasury presents the annual report on the state of the national economy.The picture is not a rosy one as a result of an ongoing recession.However,instead of using the term 'decline',the term 'negative growth' is used.This is an example of

Accepted Answer

This is an example of message framing, where the use of a certain term can influence how the audience perceives the message. By using the term "negative growth" instead of "decline", the treasury is framing the situation in a less negative light, which can potentially affect how people react to the report.

Question 10

There is now evidence that continuous TV advertising of shocking images of accidents has not been effective in reducing road accidents.This is likely to be because

Accepted Answer

High-fear messages are likely to be disruptive and cause intense emotion, interfering with attention to the message's purpose. Therefore, both option A and B are correct.

Question 11

Visser and Krosnick (1998)found that the relationship between age and susceptibility to attitude change supports the 'life stages' hypothesis.This means that

Accepted Answer

The 'life stages' hypothesis suggests that younger and older individuals are more susceptible to attitude change, while middle-aged individuals are less so. Visser and Krosnick (1998) found support for this hypothesis in their research. Therefore, option B is correct. Option A is incorrect because it suggests that the very young and elderly are the least susceptible to change, which is not what the hypothesis suggests. Option C is incorrect because it suggests that individuals are not at all susceptible to attitude change throughout their lives, which is not supported by the research. Option D is also incorrect because it suggests that childhood and adolescence are unaffected by persuasion, which is not what the 'life stages' hypothesis suggests.

Question 12

'I have a message for the community',you think,but recalling the findings of Rhodes and Wood (1992)you need to

Accepted Answer

Remembering the findings of Rhodes and Wood (1992) that people with average self-esteem are more easily persuaded than those with quite high or quite low self-esteem can help you craft a message that will be more effective for a larger portion of the community.

Question 13

A distributor of security alarms keeps telling you daily on the radio that 'you don't just need one - you need two! One for the house and one for the car.' Hearing this every day is likely to make you

Accepted Answer

Hearing a message repeatedly can lead to the development of a belief or attitude, known as the mere-exposure effect. Therefore, it is likely that hearing the suggestion every day can lead to the belief that having both a house and car alarm is necessary for security.

Question 14

The four-door vehicle Macho has been around for a few years.It recently started to be heavily advertised again on TV as 'the best of the lot!' Consumer research has shown that this

Accepted Answer

The advertising is likely to reinforce any existing preference for Machos over Ruggeds and Tuffees, rather than encouraging people to switch to the other vehicles or turning people off Machos totally.

Question 15

When Karen hears graphic news about disasters she becomes somewhat stressed,focussed and attentive.However,when she gets extremely stressed,she is so uptight that she becomes distracted from the details of the story.This sequence characterises the

Accepted Answer

This sequence characterises the inverted U-curve, where moderate levels of stress can enhance performance and attention, but high levels of stress can lead to a decline in performance and distractibility. Karen's response aligns with this model, as she becomes focused and attentive until she reaches a point of extreme stress, where she becomes too uptight and distracted.

Question 16

Joy works on advertising for L'Oreal.She recently promoted the company's new hair colouring product.In light of the highly competitive market,she adopted a safe advertising strategy by

Accepted Answer

Joy's safe advertising strategy entails incorporating both factual and feeling elements in order to highlight the features and benefits of its new hair color product without putting down other hair products. This strategy enables her to attract consumers without risking breaking any laws on false advertising or making exaggerated claims about the product.

Question 17

In cases where the argument in a message is very different to what an individual believes,persuasion will be more likely if

Accepted Answer

A credible source can enhance persuasion even when the message contradicts an individual's beliefs, as credibility can lead to trust and openness to new information.

Question 18

Attitude change increases as a function of fear up to a medium level of arousal; after that it declines again due to a lack of attention and/or the disruptive effect of intense emotion.This typifies the

Accepted Answer

The description of attitude change increasing up to a medium level of fear arousal and then declining due to a disruptive effect of intense emotion is typical of an inverted U-curve.

Question 19

You are an activist.You want your employer to create job vacancies for refugees.You decide to improve your chances by advertising a new policy of 'equal opportunity' rather than 'reverse discrimination'.You have used

Accepted Answer

The use of "equal opportunity" rather than "reverse discrimination" is an example of message framing, where the way a message is presented can influence how it is received and interpreted by the audience. By using a positive and inclusive term like "equal opportunity", the activist is presenting their proposal in a more appealing way that emphasizes its benefits for everyone involved, rather than using a negative or exclusive term like "reverse discrimination" which could potentially turn some people off.

Question 20

According to protection motivation theory,fear appeals should work to eliminate dangerous health practices if

Accepted Answer

According to protection motivation theory, fear appeals are most effective when they not only create fear, but also provide an effective presentation of how to cope with the danger. Therefore, the option D, which includes an effective presentation of how to cope with the danger, is the best choice. Options A, B, and C are incorrect because they do not provide a solution or suggestion to cope with the danger.

Quiz 6: Persuasion and Attitude Change

Consider a simple promotional message such as 'Take in a great view - Bungee Jump!' According to Chaiken and Eagly (1983) ,the most effective medium to spread it is