Question 1

One of the major reasons many political candidates use lots of television commercials during political campaigns is to cash in on the effectiveness of ______.

Accepted Answer

The effectiveness of repeated exposure in advertising is well documented, and political campaigns are no exception. Television commercials provide candidates with a platform to reach a wide audience and repeatedly expose them to their message, increasing the chances of their message being remembered by voters.

Question 2

Advertisements that associate a product with appealing images are using the ______ route to get customers to buy the product.

Accepted Answer

The peripheral route to persuasion focuses on superficial or peripheral cues, such as attractive images or emotions. Therefore, advertisements that use appealing images are using the peripheral route to get customers to buy the product.

Question 3

Each of the following is described by your text as a factor in getting your message across EXCEPT ______ variables.

Accepted Answer

The text describes message, recipient, and source as factors in getting your message across, but intrinsic variables are not mentioned.

Question 4

The elaboration likelihood model focuses on ______ routes for persuading others to change their attitudes and behaviors.

Accepted Answer

The elaboration likelihood model proposes that there are two routes to persuasion: the central route and the peripheral route. The central route involves a high level of cognitive processing and consideration of the content of the message, while the peripheral route involves more superficial cues such as the attractiveness or credibility of the source.

Question 5

The route for changing someone's opinion that involves weighing the arguments and the evidence is the ______ route.

Accepted Answer

The central route involves processing information systematically and carefully evaluating the arguments and evidence presented. This route is more likely to result in long-lasting attitude change since it involves thoughtful consideration. The peripheral route, on the other hand, involves more superficial cues like attractiveness or credibility and may result in temporary attitude change. The terms "primary" and "tertiary" are not typically used in discussions of attitude change routes.

Question 6

In regard to repeated exposure, research indicates that familiarity breeds ______.

Accepted Answer

Research has indicated that repeated exposure to a stimulus can enhance its appeal, known as the mere exposure effect. This means that the more familiar people become with something, the more they tend to like it.

Question 7

The view that persuasion occurs through central routes and peripheral routes is the ______ model.

Accepted Answer

The elaboration likelihood model proposes that there are two routes to persuasion: the central route, which involves careful processing and evaluation of persuasive messages, and the peripheral route, which involves less careful processing and relies on factors such as the credibility of the source or emotional appeals.

Question 8

According to the elaboration likelihood model, if viewers of a political debate are well-informed and interested in the issues, they are most likely to be ______.

Accepted Answer

According to the elaboration likelihood model, when viewers are highly motivated to process the information and have the ability to do so (i.e. they are well-informed and interested in the issues), they are more likely to be persuaded by the central route, which involves carefully considering the arguments and evidence presented.

Question 9

Two-sided arguments are most effective when ______.

Accepted Answer

Two-sided arguments are most effective when the communicator admits the product's weak points, but then point out its strengths. This shows honesty and the audience is more likely to trust the communicator.

Question 10

A famed politician decides that the only way to convince voters to support her controversial political views is to carefully explain to them the facts lending support to those views. Her approach utilizes the ______ route.

Accepted Answer

The central route involves using rational arguments and evidence to persuade someone. The politician's decision to explain the facts supporting her views suggests that she is taking the central route.

Question 11

According to the elaboration likelihood model, if viewers of a political debate are disinterested or have the lack of skills needed to weigh the merits of each candidate's views, they are most likely to be ______.

Accepted Answer

When viewers of a political debate are disinterested or lack the skills required to evaluate each candidate's views, they are less likely to engage in detailed processing (central route) and are more vulnerable to be persuaded by superficial cues like a candidate's looks, facial expressions, or personality (peripheral route). Therefore, they are most likely to be persuaded by peripheral cues.

Question 12

A famed politician decides that the only way to convince voters to support her controversial political views is to exploit their fears of each other and their distrust of the government. Her approach utilizes the ______ route.

Accepted Answer

The politician's approach is based on exploiting people's emotions rather than rational arguments, so it falls under the peripheral route of persuasion. This route plays on superficial cues and is often used when people are not highly motivated to think deeply about an issue.

Question 13

According to the text, the message, the communicator, the context of a message, and the audience are all examples of ______.

Accepted Answer

These are elements related to the Elaboration Likelihood Model (ELM) of persuasion, which distinguishes between central and peripheral routes to persuasion, emphasizing the importance of the message, the communicator, the context, and the audience in the process.

Question 14

According to the elaboration likelihood model, the central route of cognitive processing is preferred when motivational state is ______ and skills or knowledge needed to evaluate the message is ______.

Accepted Answer

The central route of cognitive processing in the elaboration likelihood model is preferred when the motivational state is high (meaning the individual is motivated to process the message) and the skills or knowledge needed to evaluate the message are also high (meaning the individual has the ability to understand and evaluate the message).

Question 15

According to the elaboration likelihood model, the peripheral route of processing is preferred when motivational state is ______ and skills or knowledge needed to evaluate the message is ______.

Accepted Answer

According to the elaboration likelihood model, the peripheral route of processing is preferred when the individual's motivational state is low and their skills or knowledge needed to evaluate the message is also low.

Question 16

Peripheral routes and central routes are important to ______.

Accepted Answer

Peripheral routes and central routes are two different approaches individuals use when processing information related to persuasive messages. Central route processing involves careful consideration of message content, while peripheral route processing involves taking shortcuts, such as being swayed by superficial cues or relying on heuristics. The distinction between these routes is important in persuading others to change their attitudes, as those who are processing information through the central route are more likely to be convinced by strong arguments, while those who are processing information through the peripheral route may be swayed by factors that have little to do with the arguments themselves.

Question 17

Advertisements that focus on the quality of a product are using the ______ route to get customers to buy the product.

Accepted Answer

The central route of persuasion focuses on the quality and main benefits of a product, and encourages customers to make a logical decision based on rational thinking. This is in contrast to the peripheral route, which focuses on emotional and superficial factors such as attractiveness or social acceptance. Thus, advertisements that emphasize the quality of a product are using the central route to persuade customers.

Question 18

______ is the area of psychology that studies the ways in which people influence the thoughts, feelings, and behavior of other people.

Accepted Answer

Social influence is the study of how people influence each other's thoughts, feelings, and behaviors. It looks at various factors that influence social influence such as group dynamics, conformity, obedience, persuasion, and social norms. Social influence is an important area of psychology because it can help us understand how people are influenced by others and how we can use this knowledge to promote positive behavior change or prevent negative behaviors.

Question 19

Which of the following is NOT a peripheral factor in persuasion?

Accepted Answer

The nature of the message is not a peripheral factor in persuasion, it is a central factor. The content and quality of the message itself plays a significant role in whether or not the audience will be persuaded. The other options listed (person delivering the message, context, audience) are all peripheral factors that can influence persuasion, but are not directly related to the content of the message.

Question 20

Techniques such as emotional appeal, trustworthiness and likeability of the communicator, and the context in which the message is given are called ______ routes to changing someone's opinion.

Accepted Answer

Peripheral routes involve factors that are not directly related to the content of the message itself, such as the communicator's perceived likeability, credibility, and use of emotional appeals. This is different from central routes, which focus on the logical and rational arguments presented in the message. Therefore, C) is the correct choice as it accurately describes the techniques mentioned in the question - emotional appeal, trustworthiness and likeability of the communicator, and the context in which the message is given.

Quiz 7: Social Influence: Being Influenced Byand Influencingothers