Question 1

If you are constructing an ad,a basic principle to remember is that you must

Accepted Answer

The correct answer is D, as the basic principle to remember while constructing an ad is to try to ensure that your audience will pay attention to your ad. This can be done through various means, like using eye-catching visuals, catchy slogans, or presenting a unique selling proposition that differentiates your product or service from others in the market. While constructing your arguments carefully is also important, it is not the only principle to remember while creating an ad. Appealing only to viewers high in the need for cognition may limit the reach of your ad, and distracting your audience is not a sound advertising strategy.

Question 2

All of the following are true except

Accepted Answer

The statement "people who have been influenced by the peripheral route are more likely to resist counter-persuasion" is false. In fact, people who have been influenced by the peripheral route are more likely to be swayed by counter-persuasion, as their initial attitude change was based on superficial cues rather than careful consideration of the message.

Question 3

According to your textbook,one reason why many ads try to play on our emotions is that

Accepted Answer

Techniques that play to our emotions tend to grab our attention, making it more likely that we will remember the advertisement, and potentially be persuaded by it. Many advertisements use emotional appeals such as humor, fear, or sadness to engage the audience and make the product or service more memorable.

Question 4

As a persuasive communicator,your goal is to influence the opinions of your audience.You are most likely to benefit from an audience that is slightly distracted when

Accepted Answer

When your arguments are rather weak, a slightly distracted audience is less likely to scrutinize them closely, making it easier to influence their opinions.

Question 5

Sometimes even when people want to pay attention to a message,they cannot.Which of the following is not something that would prohibit someone from paying attention to a message?

Accepted Answer

Having a high need for cognition actually enhances one's ability to pay attention to a message, as it indicates a person's tendency to enjoy and engage in thinking and analyzing information. On the other hand, feeling tired, being distracted, and encountering a message that is too complex can all hinder a person's ability to pay attention to a message.

Question 6

Fear-arousing communications are most likely to result in attitude change when

Accepted Answer

The answer of Fear-arousing communications are most likely to result...

Question 7

In an effort to use fear to persuade people to live a more healthy lifestyle,the government of Canada went so far as to mandate that

Accepted Answer

The government of Canada did indeed mandate that cigarette packs display graphic pictures of diseased gums and body parts in order to use fear to persuade people to live a more healthy lifestyle. This approach is intended to deter people from smoking by making them think about the negative health consequences and potentially scaring them into quitting or never starting in the first place. The other options (B, C, and D) may also be effective in raising awareness about health risks, but they are not currently mandated by the Canadian government.

Question 8

Imagine that you are trying to promote a new type of low-fat snack food to a group of people in the grocery store.You know that these people are high in the need for cognition.What type of persuasive communication would you deliver?

Accepted Answer

People high in need for cognition are motivated to think deeply and process information carefully. Therefore, a message with several high-quality arguments would be the most effective at persuading them to try the new low-fat snack food. This type of communication would provide the necessary information to weigh the pros and cons of the product and make an informed decision. Appeals to feelings, attractive speakers, or a balanced message with both high-quality and low-quality arguments may not provide enough evidence and may not be convincing enough to the high-need-for-cognition group.

Question 9

In general,people who are ____ are more likely to use the central route when attending to a persuasive communication.

Accepted Answer

People who are high in need for cognition have a higher motivation to process information and think deeply about it. Therefore, they are more likely to use the central route to persuasion, which involves careful consideration of the arguments presented. On the other hand, people who are low in need for cognition tend to rely on superficial cues and use the peripheral route to persuasion.

Question 10

Who is most likely to remember the prominent writer of an editorial advocating the abolishment of mandatory minimum sentencing for drug offenses,but to forget the arguments in that editorial?

Accepted Answer

The answer of Who is most likely to remember the...

Question 11

People are more likely to pay attention to characteristics of the communicator,rather than to the contents of the message,when

Accepted Answer

When issues are too complex to comprehend fully, people tend to focus more on the characteristics of the communicator (such as credibility, attractiveness, etc.) rather than trying to understand the complex content of the message. This is because it's easier to assess the communicator than to decipher complicated information.

Question 12

The ____ route to persuasion is to enduring attitude change as the ____ route to persuasion is to transient change.

Accepted Answer

The central route to persuasion is a more thoughtful and systematic processing of information, leading to enduring attitude change, while the peripheral route to persuasion relies on superficial cues and heuristics, leading to more transient change. Therefore, choice C correctly pairs central with enduring and peripheral with transient.

Question 13

A marketing agency is trying to put together an ad for a new pain medication.How might they best grab the attention of their audience?

Accepted Answer

By playing to their emotions, the marketing agency can appeal to the peripheral route of processing and create a strong emotional connection with their audience. This can be especially effective when advertising a pain medication, as pain is a highly emotional experience. However, it is important for the ad to also provide accurate information and not rely solely on emotional appeals.

Question 14

People who are high on the personality trait "need for cognition" tend to be best persuaded by

Accepted Answer

People high on the need for cognition tend to be motivated by the central route of persuasion, which involves cognitive processing and careful consideration of the arguments presented. They prefer to engage in deep and meaningful thinking, rather than being swayed by superficial cues (peripheral route) or relying on implicit attitudes. Dissonance reduction may be relevant after a decision has been made, but it is not directly related to persuasion.

Question 15

Kara has been a die-hard Republican since she was old enough to vote.She votes Republican,is an active member of Young Republicans,and when she encounters arguments from Democrats,she is resistant to their persuasion attempts.Given the information about attitude change,it is most likely that Kara bases her attitude on

Accepted Answer

The answer of Kara has been a die-hard Republican since...

Question 16

You have agreed to make a speech in front of the Student Union building to convince students of the necessity of tuition increases.You haven't had a lot of time to rehearse your arguments,and you know if you had another two days you could construct and deliver a more logical,well-reasoned persuasive message.In order to increase the odds that the audience will be persuaded by your less-than-ideal speech,you should ____ to ensure that the audience processes your message ____.

Accepted Answer

The answer of You have agreed to make a speech...

Question 17

Public service ads often try to raise fear in an audience to induce people to change unhealthy behaviors.If fear appeals are used,it is crucial to provide the audience with ____ to increase the likelihood of behavior change.

Accepted Answer

Fear appeals can be effective in inducing behavior change, but they must also be accompanied by specific recommendations for how to reduce unhealthy behaviors. Simply providing fear-evoking information or statistics without offering possible solutions or alternatives can leave the audience feeling overwhelmed and helpless, reducing the likelihood of behavior change. Providing specific information about the consequences of continuing unhealthy behaviors can also be helpful, but it is most effective when paired with concrete steps to take to reduce those behaviors. Therefore, option B - specific recommendations for how to reduce unhealthy behaviors - is the best choice.

Question 18

People who base their attitudes on ____ are most likely to maintain their new attitudes over time.

Accepted Answer

People who base their attitudes on logical analysis of the arguments are more likely to maintain their attitudes over time as they have given more thought and consideration to their attitudes. They have formed attitudes based on facts and reasoning, which makes it less likely for them to easily change their attitudes.

Question 19

Why would anyone want to use fear in a commercial?

Accepted Answer

Advertisers want to grab the attention of the target audience and using fear can be an effective way to do so. Fear can create a sense of urgency or concern, leading people to take action or pay attention to the message being conveyed. However, it should be noted that using fear in advertising can also be controversial and some people may find it unethical or manipulative.

Question 20

You work for an advertising agency.You have been assigned to come up with an advertising campaign for a new brand of designer water,which in reality is standard city reservoir water in a fancy bottle.In this case,you are best off using the ____ because ____.

Accepted Answer

Since the product is standard city reservoir water, there are no strong arguments for its superiority, making the peripheral route more suitable.

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