Question 1

Two versions of the same message,one in visual form,the other in verbal form,elicit different reactions.Pictures are found to be superior in affecting evaluations of utilitarian aspects of the product.

Accepted Answer

Pictures are generally found to be superior in affecting evaluations of hedonic aspects of the product, while verbal messages are often more effective for conveying utilitarian information.

Question 2

What is customer co-creation? Give an example.

Accepted Answer

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Question 3

CNN News tends to be more persuasive than other sources such as TMZ.Why?

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Question 4

If a well-known bank robber endorsed a burglar alarm system in a commercial,consumers would be persuaded more favourably because of his presumed credible knowledge than turned off by his former criminal activity.

Accepted Answer

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Question 5

Dale feels an obligation to respond to a charity appeal after receiving a gift of a t-shirt.Explain the persuasion principle being used here.

Accepted Answer

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Question 6

Why are limited edition items appealing to consumers?

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Question 7

Unless the consumer already has considerable information about a product,a credible source is not persuasive.

Accepted Answer

A credible source can be highly persuasive even if the consumer does not have considerable information about a product, as credibility can help build trust and influence perceptions and decisions.

Question 8

Identify and describe three forms of social media platforms that are currently available.

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Question 9

The two-factor theory suggests that there is an optimal number of repetitions for a message.

Accepted Answer

The two-factor theory of advertising, developed by Herbert E. Krugman, suggests that repeated exposure to an advertisement affects the viewer's attitude in two phases: increasing interest and acceptance with initial exposures, but leading to boredom and irritation with too many repetitions. It does not specify an optimal number of repetitions for a message.

Question 10

Doctors who get grants from drug companies present papers reporting on the benefits of the companies' drugs.This is an example of knowledge bias.

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Question 11

What element is missing from the traditional communications model?

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Question 12

The main difference between buzz and hype is that hype is seen as authentic.

Accepted Answer

The main difference between buzz and hype is that buzz is seen as authentic, while hype is perceived as being exaggerated or overblown.

Question 13

Recall of "thinking" ads is higher than that for "feeling" ads because conventional measures of advertising effectiveness (such as "day-after-recall tests")are oriented toward cognitive responses and do not adequately assess the cumulative effects of emotional ads.

Accepted Answer

This statement suggests that the recall of "thinking" ads is higher than "feeling" ads because conventional measures of advertising effectiveness do not adequately assess emotional responses.

Question 14

What do proponents of the uses and gratifications theory argue?

Accepted Answer

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Question 15

A car manufacturer admits in a television commercial that its automobile is costly and lacks a great deal of stylishness.However,the company's spokesperson also points out that it has the best safety record on the road and takes special care to ensure that small children ride well and safely in their cars.The manufacturer is making a two-sided argument with this type of message.

Accepted Answer

A two-sided argument presents both positive and negative information, in this case acknowledging the car's high cost and lack of stylishness while highlighting its superior safety record and child safety features.

Question 16

In a major study of factors that determine if commercials would be persuasive,it was found that the single most important factor was whether the communication contained a message that stressed a unique benefit or product feature.

Accepted Answer

The statement accurately reflects the findings of the study mentioned. A message that stresses a unique benefit or product feature was found to be the single most important factor in determining the persuasiveness of a commercial.

Question 17

What is meant by the term first-order response?

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Question 18

The ad named one brand of diapers and compared them with another brand's in terms of "dryness effectiveness." This is an example of comparable advertising.

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Question 19

The halo effect can be explained in terms of the consistency principle.

Accepted Answer

The halo effect is a cognitive bias where our overall impression of a person influences our evaluation of their specific traits or abilities. This can be explained in terms of the consistency principle, which suggests that people are motivated to maintain consistency among their attitudes, beliefs, and behaviors. Therefore, once we form a positive impression of someone, it's easier for us to see their positive qualities and overlook their flaws, because doing so is consistent with our preconceived notion that they are a good person.

Question 20

The elaboration likelihood model (ELM)refers to the nature of counter-arguments a consumer makes when listening to a persuasive message.

Accepted Answer

The elaboration likelihood model (ELM) refers to the degree to which a person engages in processing a persuasive message and the factors that influence that processing. It does not specifically refer to the nature of counter-arguments.

Quiz 8: Attitude Change and Interactive Communications