Deck 8: Attitudes and Persuasive Communications

Question 1

When advertising a water filter, the advertiser limited the amount of exposure per repetition and slightly varied the setting of the ads. This overcame the problem of:

A) mere exposure effect
B) advertising fatigue
C) habituation
D) advertising wear- out
E) exposure wear- out

Answer 1

D

Question 2

A key concept of the two- factor theory on the effects of repetition of ads is that:

A) the success of repetition in persuasiveness is dependent upon the factors of source credibility and attractiveness
B) uncertainty about a product grows if the consumer sees the ad too many times
C) learning increases as forgetting decreases
D) two separate psychological processes are operating when a consumer is repeatedly exposed to an ad
E) consumers are one factor in the success of an ad and the other factor in any given circumstance is largely unknown

Answer 2

D

Question 3

Juanita has decided to post a virtual diary on YouTube. When she does this, what form of blogging most accurately describes Juanita's actions?

A) podcasting
B) voice- over- internet- protocol
C) RSS (really simple syndication)
D) Moblogging
E) video blogging (vlogging)

Answer 3

E

Question 4

In preparing ads, the use of supportive arguments only is typical of a _ argument approach to advertising.

A) declarative
B) two- sided
C) one- sided
D) positive
E) single issue

Question 5

Dan is doing marketing for an herbal supplier who has a new product that the developer believes will help people to lose weight. Dan is reluctant to promote the new product directly, but attempts to create a lot of buzz within the industry through secondary sources. What is Dan trying to avoid?

A) He is afraid that if people really knew where his product came from, they would not be interested in it.
B) He is trying to facilitate proper decoding of his message
C) He is trying to avoid the negative spin created by the uses and gratification theory.
D) He is trying to avoid the sleeper effect.
E) He is attempting to build credibility by avoiding the corporate paradox.

Question 6

The marketer who is trying to develop favourable attitudes towards his graham- cracker cookies would find which of these sources most effective in persuading consumers:

A) a research and development technician
B) a supermarket check- out cashier
C) a sophisticated world traveller
D) an ordinary or "typical" consumer similar to the target audience
E) a celebrity chef

Question 7

All of the following identify when fear appeals are most effective, EXCEPT:

A) consumers are already afraid of the problem discussed in the ad
B) when the threats displayed are excessive
C) a solution is presented for consumers to remove the threat
D) when source credibility is high
E) a moral lesson is conveyed by a powerful character (e.g., Mr. Goodwrench, "good car maintenance" personified) on how to avoid negative outcomes (accidents or death)

Question 8

When Bristol- Myers states that "New Liquid Vanish really does clean tough rust stains below the waterline better than Lysol," it is using which of the following strategies?

A) conclusion advertising
B) classical conditioning
C) comparative advertising
D) emotional appeal
E) cognitive differentiation

Question 9

Presenting an ad as if it were a drama, linking the viewer emotionally with a sensation from experiencing use of the product, is termed:

A) psychodrama
B) a metaphor
C) experiential advertising
D) transformational advertising
E) resonance

Question 10

When Sally sees an ad in a newspaper about a particular product, goes to the store, reviews the actual product offer in the store, rejects the product, and tells the sales- person why she did not buy the product, she is providing in the communications model established by the store.

A) feedback
B) a message
C) a decoding device
D) media forms
E) noise

Question 11

A former top American politician appears in an ad for Viagra. This is an example of:

A) source proclivity
B) source credibility
C) source bias
D) source attractiveness
E) reporting bias

Question 12

Generally speaking, comparative ads are more effective when:

A) the marketer of a new product wishes to give his product a clear brand image close to that of the dominant brand
B) the marketer of an established brand wishes to freshen the image of his brand on selected attributes
C) the marketer of a new product wishes to cut promotional costs
D) the marketer of an established brand wishes to eliminate new competition
E) the marketer of a new product wishes to point out faults in the dominant brand

Question 13

A central goal of many marketing communications is an active attempt to change a person's attitude, an action called:

A) conversion
B) persuasion
C) promotion
D) selling
E) marketing ambivalence

Question 14

People who tend to be sensitive about the opinions of others:

A) consult a communicative interactive model
B) do not buy if the risk is too great
C) reflect cheerfully and then decide
D) are more persuaded by an attractive source
E) avoid asking to keep from being embarrassed

Question 15

Jason Fredrick has found that his company's sales message is much more targeted and successful if he allows prospective customers to "opt out" of listening to his prepared message if they are sincerely not interested in the message or the company's product. This new approach to communications and marketing is called .

A) reverse communication
B) lead generation
C) permission marketing
D) relationship marketing
E) normed communication

Question 16

Ads containing puns or satire are examples of which type of message appeal:

A) fear
B) rational
C) humourous
D) sex
E) emotional

Question 17

The explains that the reason consumers forget their initial negative feelings toward a source yet remain influenced by the message is simply a function of time; the link between the source and the product is broken in the consumer's mind after a period of time.

A) availability- valence hypothesis
B) oblivescence theory
C) cognitive processing effect
D) dissociative cue hypothesis
E) cued- forgetting hypothesis

Question 18

Helen loves women's volleyball. She played in high school and watches every college match. A lot of her friends expressed similar interests. Helen set up a network of more than a thousand students who were willing to get messages about the school's volleyball team and the volleyball program on their cellphones. The athletic program now pays Helen a small fee to place the team's schedule in her messages. Helen is engaged in .

A) flogging
B) blogging
C) m- commerce
D) buzz management
E) data mining

Question 19

In research studies, recall has been found to be higher for "thinking" ads than for "feeling" ads. One reason for this finding is that:

A) even if they recall their feelings when they looked at a "feeling" type of ad, most people have trouble articulating their reactions
B) feelings are more private; subjects pretend not to recall them as well
C) such tests take into account the cumulative effects of learning from repeated exposures to an ad
D) tests which measure recall are more oriented toward recall of specific facts, or cognitive response
E) the type of people who agree to participate in research studies are more the "thinking" type than "feeling"

Question 20

When Ford Canada includes a free oil change at your local dealership for filling out a research survey, this is called:

A) manipulation
B) co- operation
C) authority
D) reciprocity
E) scarcity

Question 21

All of the following, EXCEPT relate to advertising repetition.

A) mere exposure effect
B) advertising wear- out
C) habituation
D) dual- component model
E) two- factor theory

Question 22

The uses and gratifications approach to communications recognizes that:

A) all activities in the end have positive value
B) most people are passive participants in regards to media usage
C) quickness is more important than actual content
D) people would rather give time and money than receive them
E) distinction between marketing information and entertainment is blurring

Question 23

In a Pepsi ad the visual was a picture of a crumpled Pepsi bottle cap lying on the sand. The headline was, "This year, hit the beach topless." This was an example of the use of:

A) resonance
B) a nonmonotonic relationship
C) metaphors
D) fear appeals
E) emotional appeals

Question 24

Erika wanted her roommates to wash their own dishes and clean up in the kitchen when their turn came.Everyone in the apartment had the stomach flu at least once in the last two weeks and Erika thought she was coming down with it again. She was convinced that if the apartment was cleaner, she could stay healthier. What type of message would be most effective for Erika to persuade her roommates?

A) Erika should ignore the threat of the flu and emphasize how much happier she would be if the apartment was cleaner.
B) Erika should lie about the effects of the flu, using extreme illustrations such as how the flu can lead to cancer
C) Erika should elaborate all details of what needs to be done and threaten her roommates with legal action.
D) Erika should emphasize the danger of the flu and how people could be adversely and permanently affected by it.
E) Erika should create a moderate threat with her message, and then explain how the threat could be removed by her request.

Question 25

In 2006, Sony launched a program where they hired a person to pretend they were a huge PSP fan. The person made a hip hop song with a YouTube video as well as a website dedicated to their love for Sony's PSP (called alliwantforxmasismypsp.com). This is an example of:

A) podcasting
B) youtubing
C) fraudulent marketing
D) online profiling
E) sock puppeting

Question 26

If a marketing communications source has accurate knowledge about a product but does not seem to convey that information willingly and in full faith, the source is thought to be exhibiting a/an:

A) reporting bias
B) intrinsic contradiction
C) marketing myopia
D) knowledge bias
E) credibility paradox

Question 27

When Prime Minister Stephen Harper speaks about interest rates, people listen. This principle is known as:

A) consistency
B) authority
C) puffery
D) manipulation
E) politicization

Question 28

A criminal could serve as a spokesperson for a firm because:

A) people would like to give others a second chance
B) knowledge bias is high
C) they may be knowledgeable about the topic
D) reporting bias is low
E) source bias is present

Question 29

A spokesperson who is personally attractive may be more effective speaking to consumers about products related to attractiveness or sexuality. One reason for this effect is that beauty can function as a source of information and be instrumental in forming attitudes. This processing is explained by:

A) the superficial- value perspective
B) beauty attitude formation
C) the source response hypothesis
D) halo effect
E) the social adaptation perspective

Question 30

Xavier and Anna are conversing through an SMS program. Xavier sends Anna the following emoticon: :- P. This means that Xavier is:

A) skeptical
B) sticking his tongue out
C) bored
D) annoyed
E) laughing

Question 31

Sex appeals in marketing messages can do all of the following, EXCEPT:

A) hinder recall of ad contents
B) work well when used as a "trick" to grab attention
C) work well for products which are sexually related
D) attract a viewer's attention
E) create negative feelings and tension among female viewers

Question 32

A charity group wants to raise money for famine relief for children. They know that people have little interest in the faraway country where the famine is raging, or in the complicated causes of the famine, but they love children. What type of ad should the charity run to increase contributions?

A) They should sponsor ads that raise the fear level of viewers.
B) They should sponsor highly verbal ads with little visual material.
C) They should sponsor vivid ads with little abstract material.
D) They should sponsor ads that contain humour to catch people off- guard.
E) They should sponsor one- sided ads with logical verbal material.

Question 33

One of the hypotheses offered recently to explain the sleeper effect is the hypothesis which emphasizes that memory must be selective owing to its limited capacity. Persuasion was enhanced because consumers had stronger memory connections with product information and weaker links to the unattractive source.

A) dissociative cue
B) source- message associative
C) availability- valence
D) finite theorem
E) cognitive imbalance

Question 34

Company Acme began to sell a digital camera called a Column to compete with Canon's digital cameras. In terms of comparative ads, what should be the strategy of both Acme and Canon?

A) Acme should avoid comparative ads, but Canon should use comparative ad
B) Acme should compare its camera with Canon's, but Canon should not use comparative ads.
C) Acme and Canon should form a partnership where they agree not to advertise to the same markets.
D) Both Cannon and Acme should use comparative ads.
E) Acme should avoid comparative ads, and so should Canon.

Question 35

A match- up hypothesis refers to:

A) celebrity's image and product
B) sender and receiver
C) website and retail store
D) employee and customer relationship
E) ad copy and target market

Question 36

If Tim "The Tool Man" Taylor (Home Improvement TV sitcom) were hired as a spokesperson for an electric power tool firm, he most likely would have "star power" due to a/an:

A) allowance for nice personality
B) representation of celebrity displacement
C) allowance for being amateurish
D) symbolization of home handyman
E) allegiance with the firm

Question 37

Once a marketing message is received, the consumer begins to process it. Depending upon how personally involving the information is to the consumer, s/he will follow one of two routes to persuasion, according to the:

A) factor importance model (FIM)
B) route- preference hypothesis (RPH)
C) personal relevance hypothesis (PRH)
D) affect- cognate model (ACM)
E) elaboration likelihood model (ELM)

Question 38

Messages in verbal form (print ad copy) are more appropriate for high- involvement situations because of all of the following, EXCEPT:

A) verbal messages require more effort to process than visual forms
B) verbal messages allow the receiver to chunk information
C) the consumer can refer back to the printed material as often as needed, since verbal material decays in memory more rapidly than visual
D) the consumer is motivated to really pay attention to the ad
E) they can contain the detailed product information the consumer needs for making decisions

Question 39

If Harley- Davidson only produces enough motorcycles to satisfy 70% of market demand, they are appealing to a psychological principle known as:

A) scarcity
B) accumulation
C) authority
D) denial
E) consensus

Question 40

Two key characteristics of a source (such as an announcer or featured individual in an ad) for persuasive purposes in marketing communications are:

A) attractiveness and experience
B) familiarity and attractiveness
C) "Q" rating and believability
D) credibility and attractiveness
E) credibility and experience

Question 41

A prestigious luxury car advertiser states that "the loudest thing you'll hear is the ticking of the clock" with the implication that they're working on solving that problem right now. The advertiser is using _ in the construction of the message.

A) counter- attitudinal advocacy
B) one- sided argument
C) refutational argument
D) proactive advocacy
E) open- ended strategy

Question 42

When a source speaks directly to an audience in attempt to inform them about a product, we call this a(n):

A) drama
B) allegory
C) lecture
D) match- up
E) halo

Question 43

Craig Spencer was a popular weatherman in the largest media outlet in a medium- sized market. He was known for giving accurate forecasts with detailed scientific precision in a no- nonsense manner. According to the match- up hypothesis, for which of the following products would Craig be best suited as a celebrity endorser?

A) A computer program designed to help elementary school children learn science
B) A series of tapes showing people how to entertain guests with humourous stories
C) A public service promotion countering negative feelings about minorities
D) An anti- smoking advertisement that illustrates the symptoms of emphysema
E) A home weather station promoted by a slightly confused weatherman who makes lots of mistakes until corrected by the home station

Question 44

Source relates to consumers' beliefs that a communicator is both competent and willing to provide the information necessary for them to make an adequate evaluation of competing products.

A) "Z" factor
B) attractiveness
C) value- added
D) credibility
E) honesty

Question 45

The tendency for consumers to like things, including products, simply because they are more familiar to them is called the:

A) barrier- to- entry effect
B) preference index
C) novelty wear- out effect
D) block screening effect
E) mere exposure effect

Question 46

Marketers want to use experts, such as medical doctors, because they would seem to be effective at changing attitudes toward utilitarian products such as headache pills or liniments. Viewers who trust them realize the products have _ and need reassurance that they will work.

A) low knowledge bias
B) low credibility risk
C) high performance risk
D) high social risk
E) high dissociative cues

Question 47

Verbal elements of an ad (or ad copy) are more effective when reinforced by an accompanying picture. This is especially true if the picture relates strongly to what is said in the copy, when the illustration is:

A) bonded
B) copacetic
C) coordinated
D) matched
E) framed

Question 48

Proponents of the argue that consumers are an active, goal- oriented audience that draws on media as a resource to satisfy needs (rather than passive receivers' of messages).

A) means- end chain model
B) interactions theory
C) uses and gratification theory
D) active receptacles theory
E) communications interactions theory

Question 49

An electronics firm hires a group of youths to go into websites and plant comments that are made to look as if they came from actual customers. This practice is known as:

A) caveat emptor
B) creating a stealth campaign
C) the sleeper effect
D) market manipulation
E) ethical malpractice

Question 50

Danielle and Kelli Jo both saw the same ad. The product being advertised was very important to Danielle, but of only minor interest to Kelli Jo. According to the elaboration likelihood model, even if both women buy the product, how will the relationship between attitude change and behaviour be different?

A) Danielle will think about it first and then purchase. Kelli Jo will purchase first and then change her attitude about the product later.
B) Danielle will think about it first and then purchase the product. Kelli Jo will think about it, which will change her attitude, but she will return the product after purchasing it.
C) Both women will change their attitudes first, but Kelli Jo will not purchase until she sees Danielle purchasing. She will then model Danielle's behaviour.
D) Danielle will purchase first and then change her attitude. Kelli Jo will think about it first and then purchase the product.
E) Both women will change their attitudes first, but Kelli Jo will not change her beliefs about the product and Danielle will.

Question 51

According to the elaboration likelihood model (ELM), the primary determinant of which route a consumer will follow in processing a message depends upon the:

A) personal relevance of the information
B) intelligibility of message
C) type of message
D) product category
E) personality of the consumer

Question 52

If we assume that a source who is beautiful also rates highly on other dimensions as well, we are making an assumption called:

A) associative- cluster effect
B) halo effect
C) appearance bias
D) transcendent appeal
E) leniency tendency

Question 53

A car advertiser says their cars are the most expensive within the model class and are not known for their styling, but they have the best safety and quality record of any cars within the model class. What argument is the car advertiser using?

A) a two- sided argument
B) a support argument
C) a negative argument
D) a one- sided argument

Question 54

The is said to have occurred when consumers appear to "forget" that they had disliked a message source, yet over time show that the message got across, effectively changing their attitudes towards a product.

A) delayed- response effect
B) whipple effect
C) mis- attribution effect
D) sleeper effect
E) negative disassociation

Question 55

Roy saw the point of sale sample of cork flooring at the building supply company. When he got home he went on the Internet to find out more about the product. This is an example of:

A) third- order response
B) source credibility
C) transaction response
D) first- order response
E) second- order response

Question 56

What common communication technique listed below can be perceived of as a negative effect when used in a television commercial?

A) graphic displays
B) showing the convenience of using the product
C) indirect comparison with other products
D) showing an actor playing the role of an ordinary person
E) demonstrating tangible results (e.g., bouncy hair)

Question 57

Producing your own radio program that can be heard on an iPods is a form of .

A) podcasting
B) permission marketing
C) transitional archiving
D) moblogging
E) really simple syndication

Question 58

Consumers' beliefs about a product are affected by information they receive through marketing communications. When the communicator's knowledge about the topic is judged to be inadequate or inaccurate, the source is said to have:

A) product distortion
B) marketing deficiency
C) reporting bias
D) knowledge bias
E) knowledge gap

Question 59

Many ads take the form of a(n) in which a story is told about an abstract trait or concept performed by a person, animal, or vegetable.

A) autonym
B) comparison
C) metaphor
D) allegory
E) synonym

Question 60

A marketing study found that respondents believed that a dark- haired model would be more effective in selling gold jewelry than would a blond- haired model, if the dark- haired model was not perceived to be ethnic. What two ideas of using celebrities as communication sources are most likely to be in play here?

A) The celebrity's image should match that of the product, and blond- haired models are too common for the exclusive image of gold.
B) The celebrity's image should embody cultural meanings that contrast with the product's cultural stereotypic image.
C) Celebrities should be attractive, but not too attractive.
D) Dark- haired models are subject to ethnocentric evaluations, while blonde- haired models are not.
E) The celebrity's image should match that of the product and should embody cultural meaning.

Question 61

All of the following refer to the attractiveness of a source that emanates from his/her, EXCEPT:

A) physical appearance
B) social status
C) personality
D) expertise
E) similarity to the receiver

Question 62

A form of presentation sometimes used in ads, called , uses a literary device for combining a play on words with a relevant picture. For example, there may be a pun where there is a similarity in the sound of a word but a difference in meaning: an ad for a strawberry shortcake dessert contained the words "berried treasure" - the fun is in the buried treasure image of riches, hidden, piracy.

Question 63

Renee chose the container of hand soap not because of the attributes of the soap, but because the container was well designed and matched her bathroom decor. This is an example of _ _.

Question 64

Scott found that the use of a sexually provocative picture in his magazine promotion got lots of attention, but sales of his product seemed unaffected. What was the most probable reason for Scott's problem?

A) Readers were highly offended by the ad.
B) Scott was using manipulating readers by using sex
C) The ad was noticed, but recall for the product was hindered.
D) Scott was using sex to sell a product related to sex.
E) Readers liked the ad, but it attracted the wrong segment of shoppers.

Question 65

A message that appeals to people's anxiety about their careers or love life has been termed the _ approach.

Question 66

The traditional communications model is ordered:

A) source, feedback, receiver, re- send
B) source, medium, receiver, feedback, re- send
C) source, message, medium, receiver, feedback
D) source, medium, receiver, feedback
E) source, re- send, medium, message, feedback

Question 67

A marketing consultant maintains that customers buy the "sizzle" and not the steak. When is that least likely to be true?

A) It is less true when customers when customers purchase only based on price
B) It is less true when customers are not very knowledgeable with the product category.
C) It is less true when customers have low involvement with the product.
D) It is less true when customers are highly involved with the product.
E) It is less true when customers typically purchase before they change their attitudes toward a product.

Question 68

The four elements of the dual- component model of brand attitudes are ,
, and .

Question 69

Public hearings are being held to discuss if a new nuclear power plant should be built. An expert on nuclear plants testifies that modern safeguards make the plant secure from dangerous accidents. A local woman speaks and states that she knows nothing about nuclear power, but the idea of having a plant close frightens her and her children. Which of the two parties has the most immediate ability to change attitudes of the audience? What will happen over time?

A) Because the local woman is most like the other people in the meeting, her opinion will have the most immediate influence, but over time the expert's opinion will gain in force.
B) Because the woman is not an expert, she will never have the ability to change attitudes.
C) The expert will have the most ability to change attitudes and his influence will be maintained even weeks later.
D) The woman's opinion will be more likely to influence the audience initially, and her influence will extend into the future.
E) The expert will have the most ability to change attitudes, but his influence will decrease over time as the woman's argument gains in force.

Question 70

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.

Question 71

All of the following are true about the Frankfurt School theorists, EXCEPT:

A) the receiver is a passive "couch potato"
B) a message is perishable
C) the media are often used by those in power to brainwash individuals
D) advertising is the process of transferring information to the buyer before the sale
E) this school dominated mass communications in the latter half of the 20th century

Question 72

An ad may take the form of a (an) , wherein a story is told about an abstract trait or concept that has been personified as a person, animal or vegetable.

Question 73

is the theory that the dominant characteristic of a product should match the dominant features of the communications source.

Question 74

Amber made a good living as a model. She was attractive but looked like a "typical" consumer. Because of her appearance, Amber would be most effective in modeling products that had a high social risk, such as jewelry or furniture.

Question 75

Careful consideration of message content, generation of cognitive responses to ad arguments, and a rational evaluation of an ad's persuasive element are all typical of messages processed via the route to persuasion.

A) direct
B) main avenue
C) peripheral
D) central
E) tertiary

Question 76

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

Question 77

In a commercial for Contac cold medicine, a construction worker was shown slogging through a rainstorm. He says he has to take Contac so he can get to work that day, adding "No work, no pay," revealing an anxiety about losing his job. Called the "slice of death" tactic, this is a demonstration of the use of:

A) cognitive- avoidance appeals
B) emotional appeals
C) fear appeals
D) humourous appeals
E) sex appeals

Question 78

When a company pays a blogger to write about their products in a positive way, this is called a:

A) cultural creative program
B) social media mavenry program
C) manipulative media program
D) paid influencer program
E) online front program

Question 79

Whipple was an irritating but well- known character in toilet paper commercials ("Please don't squeeze the Charmin!"). Even though his character was disliked, he still was effective in getting the product message across. One view has been that, after a while, people "forgot" they disliked his character and ended up being positive towards the product. This process has been labelled .

Question 80

A replicant is a type of avatar that resembles a real person.