Deck 6: Attitudes Based on Low Effort

Question 1

Marketers are more successful at changing consumers' attitudes under high effort situations than low effort situations.

Answer 1

False

Question 2

Randy heard the same ad message for Oreo cookies many times.According to the truth effect,he is more likely to develop a negative belief about the brand.

Answer 2

False

Question 3

Scratch and sniff ads are no longer used because they do not increase processing effort.

Answer 3

False

Question 4

Research suggests that if consumers are in a good mood they are more likely to ignore negative information about the brand.

Question 5

Incidental learning is learning that occurs from repetition rather than from conscious processing.

Question 6

Classical conditioning was created by Sigmund Freud to show how dogs could be conditioned to salivate when they heard a bell.

Question 7

Classical conditioning theory is used to explain the effectiveness of marketing communications.

Question 8

Sexual messages can create negative feelings,such as disgust or uneasiness,in some consumers.

Question 9

Consumers develop most of their attitudes about products through peripheral-route processing.

Question 10

When consumers are exerting little effort to forming attitudes,they only use cognitive processing.

Question 11

Consumers may infer that a luxury watch is classy because it is shown with other classy things.

Question 12

Consumers usually devote high effort in choosing a beer,therefore beer commercials must be informative.

Question 13

In low-effort cognitive situations,brand evaluations do not suffer when consumers are repeatedly exposed to messages about product features.

Question 14

A recent study suggests that attitudes towards ads are the highest indicator of advertising effectiveness.

Question 15

In low effort situations,information about brands is processed through the central route.

Question 16

As consumers,we prefer familiar brands to unfamiliar brands.

Question 17

Brighter lighting increases the time consumers spend in a store.

Question 18

Heuristics are simple rules of thumb that are easy to invoke and require little thought.

Question 19

Humorous ads tend to be more effective in magazines than any other medium.

Question 20

All attitude formation by consumers in a low effort situation occurs at a conscious level.

Question 21

Consumers can form simple beliefs based on their explanations,known as ____,for an endorsement.

A) peripheral cues
B) schematic cues
C) heuristics
D) attributions
E) support arguments

Question 22

Information processing from a peripheral route is ____ the central route of persuasion.

A) less frequent than
B) equally as common as
C) more frequent in high need for cognition individuals than
D) more frequent than
E) more frequent for expensive durable goods than

Question 23

When processing effort is low,consumers ____ brand messages.

A) generally generate support arguments for
B) generally generate counter arguments against
C) are persistent in thinking up source derogations about
D) are unlikely to generate arguments for or against
E) are resistant to

Question 24

A frozen dinner that is named Healthy Meal may lead people to make inferences that are based on

A) persuasive arguments.
B) support arguments.
C) source credibility.
D) source derogation.
E) schema-consistent information.

Question 25

Low-elaboration consumers may acquire simple beliefs by forming ____ based on easily processed peripheral cues in the ad and the relationship of these cues to concepts or categories that they have stored in prior knowledge.

A) peripheral schema
B) peripheral value systems
C) simple inferences
D) long-term cognitions
E) affective cues

Question 26

Ryan could tell after only a minute in his first statistics class that it was going to be a long semester.Consumers who make assessments about situations based on little or no conscious thought are making

A) inaccurate observations.
B) peripheral referencing.
C) body feedback.
D) thin-slice judgments.
E) snap decisions.

Question 27

Consumers are using ____ when they form beliefs based on the number of supporting and counterarguments.

A) the frequency heuristic
B) Rob's repetition rule of thumb
C) the mere exposure effect
D) Weber's law
E) the recirculation heuristic

Question 28

Consumers may infer that a brand of soda is fun because it is shown in pictures with individuals who are roller-skating on the boardwalk at the beach.This attitude is an example of a(n)____ that is associated with peripheral processing.

A) peripheral schema
B) peripheral value system
C) simple inference
D) long-term cognition
E) affective cue

Question 29

Wilbur never thought much about toothpaste,but he regularly bought Bright White and Sharp Tooth brands.Most likely,Wilbur's attitude toward these brands was based on

A) support arguments rather than counterarguments.
B) persuasive arguments.
C) source derogations.
D) counterarguments rather than support arguments.
E) a few simple beliefs.

Question 30

The marketing manager for Post-it notes realized that the company's consumer base held low-effort attitudes about the product.Thus,for any marketing campaign,consumers would most likely be

A) passive recipients of the message.
B) active recipients of the message.
C) unable to encode information from the message.
D) processing with higher attention levels.
E) less likely to have schemas of the information in the message.

Question 31

A consumer sees a television ad for athletic shoes with a famous basketball player and thinks,"This must be a good product if he is endorsing it because he is an expert on basketball." This is an example of a(n)

A) persuasive speaker.
B) memorable source aiding in encoding associations about the product.
C) credible source used to make an inference about the product.
D) attractive source aiding in raising the attention levels of the viewer.
E) focus on the central arguments in persuasion.

Question 32

The attitudes of low-elaboration consumers are less resistant to attack from competitors because of all of the following reasons except that

A) consumers do not critically evaluate message arguments.
B) there is no affect attached to the attitude.
C) consumers tend not to link the information in the message to their existing beliefs.
D) consumers do not develop strong counterarguments to the message.
E) consumers "let their guard down" and do not resist the message.

Question 33

After watching an advertisement for an athlete's foot treatment with a famous professional football player who suffered from this same difficulty,Bill formed a simple belief that this treatment was effective.This is an example of simple beliefs based on

A) affective deliberation.
B) the truth effect.
C) explanations from an endorsement
D) associative messages.
E) elaboration.

Question 34

When a consumer has limited MAO to process marketing communications,he/she will still form attitudes through the

A) central route to persuasion.
B) peripheral route to persuasion.
C) inferential route to persuasion.
D) myopic inferences.
E) subliminal persuasion.

Question 35

Repeatedly seeing ads for mouthwash that claim mouthwash can kill cold germs will increase this belief.This is known as the ____ effect.

A) cognitive argument enhancement
B) affective
C) incremental learning
D) message
E) truth

Question 36

To be more persuasive in presenting information under low MAO,marketers should

A) provide a lot of detailed information.
B) raise one or two simple key points.
C) present more complex arguments than under high MAO to stimulate cognition.
D) not include emotional appeals.
E) present the verbal or written information.

Question 37

Peripheral routes to persuasion are so named because

A) consumers' attitudes are not based on detailed examination of the message.
B) information in the messages comes directly from a secondary source.
C) information in the messages is not just facts, but contains persuasive arguments, and, thus, is presented not in a direct but in a peripheral way.
D) information in the message is primarily cognitive.
E) consumers must be persuaded over the long term, rather than directly in the short term.

Question 38

Carlos was not paying much attention to the commercial for ALZ stomach medicine,but he did notice that a famous medical researcher was endorsing it.This ad can still be persuasive because the source can

A) help in recalling the brand name.
B) aid in recalling the message.
C) help in processing the central arguments of the message.
D) serve as a heuristic for making a simplified judgment.
E) increase the persuasiveness of the peripheral arguments of the message.

Question 39

Marketers are more successful at changing ____ than ____ beliefs.

A) low-effort / high-effort
B) high-effort / low-effort
C) peripheral / central
D) central / peripheral
E) affective / cognitive

Question 40

Over the past four months,Charlotte heard ads that gave ten reasons why she should buy Home brand soup over the competitor.She did not really care,but she formed her attitude based on these reasons.This is an example of attitudes based on

A) counting the number of supporting arguments as a simplifying rule.
B) processing a lot of information and trying to simplify the amount of information.
C) forming new schemas.
D) organizing information into new categories.
E) raising attention levels to the point where an attitude can be formed.

Question 41

Viewers hear music playing and people talking over cups of coffee.The brand name in the ad is only revealed at the end.This is an example of a(n)

A) inferential ad.
B) source derogation ad.
C) self-nonreferencing ad.
D) indirect comparison ad.
E) mystery ad.

Question 42

When a new flavor of grilled chicken came out,Kim did not like it.After a while,she began to like it.Then,after she ate it a few more times,she became bored with it.This is an example of

A) attrition.
B) preference.
C) favorability.
D) wearout.
E) closeness.

Question 43

In a mystery ad the brand is

A) never revealed in the ad.
B) processed by very low and obscure routes.
C) promoted by an obscure source.
D) processed by simple heuristics that elicit very high elaboration.
E) not identified until the end of the ad.

Question 44

The speaker in the ARAMO Enterprises sales seminar asked her audience "Would you like to be financially independent before the age of 50?" This is best thought of as an example of using ____ to elicit self-referencing.

A) a rhetorical question
B) emotional appeals
C) visuals
D) a "bait and switch" tactic
E) a teaser

Question 45

The study of low elaboration affective processes could include all of the following areas except

A) the theory of reasoned action.
B) the mere exposure effect.
C) classical conditioning.
D) an attitude toward the ad.
E) mood.

Question 46

The same ad for Bmarts,"the low price leader," that was played repeatedly led Jon to believe that this store had lower prices even though he did not really pay much attention to the ad.This is an example of repetition leading consumers to

A) process the information without wearout.
B) feel strongly about the central arguments in an ad.
C) acquire basic knowledge about features or benefits.
D) feel a sense of mystery about the sponsor of an ad.
E) feel strongly about the peripheral arguments in an ad.

Question 47

____ is (are)a way of affecting consumers' attitudes without evoking much elaboration.

A) Transitive ads
B) Mystery ads
C) Operant conditioning
D) Modeling
E) Classical conditioning

Question 48

The canning company wanted its audience to feel romance whenever it saw the giant fish label on its tuna fish can.This was could occur with a lot of advertising.In classical conditioning,the fish label can be thought of as a(n)____ stimulus.

A) rapid
B) conditioned
C) automatic
D) involuntary
E) unconditioned

Question 49

According to the mere exposure effect,humans tend to

A) expose themselves to others' opinions.
B) prefer the familiar to the unfamiliar.
C) expose themselves to others' emotions.
D) prefer not to expose their emotions.
E) prefer the unfamiliar to the familiar.

Question 50

In classical conditioning,when the unconditioned stimulus is presented first,it is known as

A) concurrent conditioning.
B) unconditioned conditioning.
C) forward conditioning.
D) operant conditioning.
E) backward conditioning.

Question 51

Self-referencing in ads tries to induce consumers to

A) think more about themselves, thereby heightening needs for self gratification.
B) vicariously experience something new.
C) relate the message to their own experience or self-image.
D) think about the sponsor as a friend.
E) become emotionally distant from the message, thus eliciting cognitions.

Question 52

A campaign for Windsor Canadian whiskey shows a man with his briefcase stuck in a subway door with the caption "Fortunately,every day comes with an evening." Since everyone has a bad day once in a while,this is an example of ____ in an ad.

A) a cognitive argument
B) experiencing
C) self-referencing
D) involving
E) situational involving

Question 53

The mere exposure effect is the result of

A) increasing understanding of the cognitions in an argument.
B) raising attention levels toward the message.
C) mere familiarity increasing liking.
D) increasing the number of associations attached to a schema.
E) attaching more favorable associations to the schema.

Question 54

A conditioned stimulus is something that,by itself,

A) does not elicit an automatic response.
B) elicits an automatic response.
C) stimulates an involuntary response.
D) stimulates several involuntary responses.
E) conditions neural pathways to aid in the formation of schemas.

Question 55

When a response can be evoked in the presence of the conditioned stimulus,it is said to be a(n)____ response.

A) voluntary
B) automatic
C) conditioned
D) unconditioned
E) inflexible

Question 56

Burger King used songs from the 60s and 70s in their ads to evoke a positive response in baby boomer consumers.The music could act as a(n)____ in classical conditioning to create a good feeling toward Burger King.

A) conditioned stimulus
B) unconditioned stimulus
C) conditioned response
D) unconditioned response
E) positive reinforcement

Question 57

Studies show that conditioning is most likely to occur when

A) the conditioned stimulus-unconditioned stimulus link is relatively novel or unknown.
B) there is a high level of elaboration.
C) there is a firmly established schema.
D) the conditioned stimulus is consistently paired with the unconditioned stimulus.
E) central issues or arguments are presented in the conditioning.

Question 58

Learning that occurs from repetition rather than from conscious processing is known as

A) constant exposure.
B) active processing.
C) unpersuasive exposure.
D) incidental learning.
E) message acquisition.

Question 59

Common strategies to induce self-referencing might include all of the following except

A) directly asking consumers to self-reference.
B) using the second person.
C) asking rhetorical questions.
D) using novelty or uniqueness appeals.
E) showing visuals of situations to which consumers can easily relate.

Question 60

Scratch-and-sniff ads are an example of attempts by marketers to ____ consumers.

A) increase the support arguments of
B) increase the involvement of
C) simplify processing by
D) decrease the effect of
E) generate more complex category-based processing in

Question 61

The dual-mediation hypothesis proposes that attitude toward the ad can affect brand attitudes in two ways.One way is that positive affect for the ad can lead to positive affect for the brand.A second way is that positive affect can lead us to be more likely to

A) evaluate the brand more closely.
B) believe what the ad says.
C) accept an unconditioned stimulus presented in the ad.
D) accept an unconditioned response presented in the ad.
E) process only the peripheral cues in the ad.

Question 62

A recent study suggests that ____ may be the best indicator of advertising effectiveness.

A) recall of the ad
B) recognition of the brand in the ad
C) ad length
D) attitude toward the ad
E) ad comprehension

Question 63

Tami was in a bad mood after driving home for two hours on the freeway.This is likely to affect her attitudes by

A) enhancing her recall for associations with that experience.
B) biasing them positively.
C) biasing them negatively.
D) acting in a similar manner to classical conditioning.
E) acting in a similar manner to the mere exposure effect.

Question 64

Humor appears to be more effective when consumers

A) have a positive attitude toward a brand.
B) are low in need for cognition.
C) are in a negative mood.
D) already have a distinct schema and associations for a brand.
E) have a negative attitude toward a brand.

Question 65

After seeing the International Impact commercial that showed how one could make a positive impact through overseas service,Samantha was in an upbeat mood.This is best thought of as an example of

A) deactivation feelings.
B) social affection.
C) social uplifting.
D) upbeat activation.
E) SEVA.

Question 66

According to the ____,consumers can have a favorable attitude toward an ad because they either have favorable cognitive reactions or favorable affective reactions to it.

A) favorable attitude theory
B) affective reaction law
C) cognition/affect hypothesis
D) evaluative consistency theory
E) dual-mediation hypothesis

Question 67

One danger is that if humor is not tied or related to the offering,

A) consumers will have negative affect toward the brand.
B) consumers' attention level will be lowered.
C) conditioning will not occur.
D) there will be an increase in counterarguments.
E) consumers will only pay attention to the humor and ignore the brand.

Question 68

Sexual messages

A) will usually create positive affect.
B) will often increase central route processing.
C) can create negative attitudes toward an ad.
D) will increase incidental learning.
E) will often increase the believability of an ad.

Question 69

Music in advertising can likely have all of the following positive effects except

A) attracting attention.
B) being used as an effective classical conditioning strategy.
C) increasing the rate of recall of central arguments in an ad.
D) generating positive feelings.
E) stimulating emotionally laden memories.

Question 70

Deactivation feelings include

A) soothing, relaxing, quiet, or pleasant responses.
B) upbeat emotions.
C) responses that evoke disconnection with surroundings.
D) fear.
E) SEVA.

Question 71

Two factors play a major role in determining whether or not sources evoke favorable affective reactions under peripheral-route processing,they are

A) physical attractiveness and likability.
B) credibility and expertise.
C) intelligence and credibility.
D) intelligence and expertise.
E) credibility and length of advertisement.

Question 72

An ad shows a group of friends,all attractive,having a good time and drinking Boar's Head Cola.How can this ad influence positive attitudes toward the drink?

A) It influences through cognitive processes.
B) It makes an ad likeable, and this effect transfers to the soft drink in the ad.
C) The picture stimulates thinking about the persuasive arguments in the ad.
D) The picture is a cue that induces thirst.
E) The ad uses incidental learning to inform consumers.

Question 73

If consumers really like an ad,

A) they may have fewer associations to the brand advertised.
B) classical conditioning is likely to occur.
C) this affect may transfer from the ad to the brand.
D) their involvement in processing the ad may decrease.
E) source derogations may increase.

Question 74

Which of the following colors would be most appropriate when the goal of a retail store is to stimulate quick purchases or activity?

A) Blue
B) Green
C) Violet
D) Red
E) Gray

Question 75

Nathan did not like an ad and because of this,he did not believe the ad's claims and he did not like the brand.This is an example of the

A) favorable attitude theory.
B) affective reaction law.
C) cognition/affect hypothesis.
D) evaluative consistency theory.
E) dual-mediation hypothesis.

Question 76

____ encompass(es)feelings of warmth,tenderness,and caring.

A) Deactivation feelings
B) Social affection
C) Social uplifting
D) Upbeat activation
E) SEVA

Question 77

____ is stronger than backward conditioning.

A) Operant conditioning
B) Forward conditioning
C) Midlevel conditioning
D) Learning
E) Neural discipline

Question 78

The goal of transformational advertising is to

A) persuade consumers using a number of arguments.
B) persuade consumers using forceful arguments.
C) reposition brand extensions so that consumers will process them through central route processing.
D) associate the product usage experience with unique psychological characteristics.
E) increase positive affect.

Question 79

A recent ad portrayed a customer switching his video store membership as if it were the breakup of a relationship.This attempt at humor is likely to

A) decrease motivation.
B) increase counterarguing.
C) increase source derogations.
D) increase attention.
E) decrease the use of peripheral cues.

Question 80

The percentage of ads that have sexual content has

A) steadily increased.
B) not changed.
C) steadily decreased.
D) almost doubled over the past five years.
E) decreased rapidly.