Question 1

According to the text, cognitively ready ideas are

Accepted Answer

The text defines cognitively ready ideas as ideas that are "easy to picture or bring to mind," suggesting that they are ideas that are readily available in our cognitive processes. A is incorrect because cognitive dissonance refers to a state of mental discomfort that arises from holding two or more conflicting beliefs or values. C and D are not mentioned as definitions of cognitively ready ideas in the text.

Question 2

In Alba and Marmorstein's (1987) study, participants were presented with ads of two cameras. When were the participants most likely to prefer the camera that was described as superior on three important features over the camera that was described as superior on eight less important features?

Accepted Answer

The participants were most likely to prefer the camera described as superior on three important features when they were given unlimited time to consider the features. Alba and Marmorstein found that participants relied more on overall evaluations of the cameras when they were given unlimited time to consider the features rather than when they were exposed to each of the features for a limited amount of time. Therefore, option C is the correct answer. Option A and B were not found to be true in the study. Option D is not relevant to the study.

Question 3

Credibility of the communicator is used as a shortcut when people are motivated to

Accepted Answer

Credibility of the communicator is often used as a heuristic, or shortcut, by individuals when they are motivated to be accurate in their judgments or decisions. This is because a credible source is perceived as more likely to provide reliable and truthful information, making it easier for the individual to make an accurate assessment without needing to extensively evaluate the information themselves.

Question 4

When people wish to make accurate judgments, but don't have the time or ability to analyze the evidence closely, they

Accepted Answer

When people don't have the time or ability to analyze the evidence closely, they rely on "shortcut" evidence such as heuristics, stereotypes, and prior beliefs to make accurate judgments. This is known as the heuristic-systematic model of persuasion.

Question 5

A credible communicator is defined as one who is both

Accepted Answer

A credible communicator is someone who is perceived as knowledgeable or an expert in their field and also trustworthy. While attractiveness and knowledge are important, they are not necessarily essential to being perceived as credible.

Question 6

The tactic known as "stealing the opponent's thunder" refers to

Accepted Answer

"Stealing the opponent's thunder" refers to acknowledging a minor weakness in one's own position before the opponent has a chance to point it out. By doing so, the opponent's argument loses its impact as the weakness has already been acknowledged and addressed.

Question 7

Peripheral processing of a persuasive message, as opposed to central processing, is associated with which of the following?

Accepted Answer

Peripheral processing occurs when the individual is not motivated or able to apply critical thinking to a message, and instead relies on superficial cues such as the speaker's credibility or the attractiveness of the message. This suggests that the message may not be personally relevant to the individual, making option D the correct choice. Higher levels of motivation and need for cognition would indicate central processing, while enduring attitude change is associated with both central and peripheral processing.

Question 8

Imagine you need to create a TV advertisement for a political candidate who is not trusted by the public. Of the following choices, which would be the best way to start an ad that made your candidate look more trustworthy?

Accepted Answer

Starting the advertisement by acknowledging the opponent's good record of fighting crime can create a sense of honesty and trustworthiness. It also shows that the candidate is willing to acknowledge the opponent's strengths and is not only focused on attacking them.

Question 9

Central processing of a persuasive message, as opposed to peripheral processing, is associated with which of the following?

Accepted Answer

Central processing is characterized by higher levels of motivation and the ability to analyze the message, as opposed to peripheral processing which is associated with lower personal relevance of the topic, less time to consider the message, and lower need for cognition.

Question 10

Imagine you are trying to persuade an audience that is hostile to your view and suspicious that you are presenting arguments for personal gain. How might you best increase your trustworthiness with the audience?

Accepted Answer

Providing evidence for both sides of the argument shows that the presenter is not trying to manipulate the audience but is presenting a well-rounded and fair perspective. This can help to increase the trustworthiness of the presenter.

Question 11

Imagine that you are a participant in the Kassin and Kiechel (1996) study, in which you are falsely accused of pressing a "forbidden" keyboard button while performing a computer task. According to the results of the study, you would be more likely to "confess" that you really pressed the button if you were

Accepted Answer

The Kassin and Kiechel (1996) study found that participants who were cognitively overloaded during the computer task were more likely to falsely confess to pressing the forbidden button. This suggests that cognitive overload can impair a person's ability to accurately remember events and can lead to false confessions.

Question 12

When people wish to make accurate judgments, but don't have the time or ability to analyze the evidence closely, they often rely on "shortcut" evidence. According to the text, shortcut evidence can be gathered from all of the following EXCEPT

Accepted Answer

The text states that shortcut evidence can be gathered from credible communicators, others' responses, and cognitively ready ideas, but does not mention strength of the arguments as a source of shortcut evidence.

Question 13

According to the elaboration likelihood model of persuasion, all of the following are factors associated with peripheral route processing of a message EXCEPT

Accepted Answer

The elaboration likelihood model of persuasion suggests that peripheral route processing occurs when individuals are not motivated or able to engage in central route processing, and instead rely on cues such as the attractiveness of the communicator or their expert status. However, personal relevance of the message is a factor that can lead individuals to engage in central route processing rather than relying on peripheral cues.

Question 14

The tendency to enjoy and engage in deliberate thought is known as

Accepted Answer

The tendency to enjoy and engage in deliberate thought is known as need for cognition. Option A is the correct answer. Option B, cognitive dissonance refers to the discomfort experienced when holding two conflicting beliefs or values. Option C, need for structure reflects a preference for clear and organized information. Option D, achievement orientation implies a drive to accomplish goals and succeed in life.

Question 15

Suppose that the students on your campus are presented with a message favoring using a helmet when bicycling. Which of the following groups would be most likely to process the arguments in the message centrally?

Accepted Answer

Students with a high need for cognition are more likely to engage in central processing, meaning they will carefully consider the arguments in the message and think deeply about the issue.

Question 16

Vinny is a professional thief and currently in prison. As such, he's not what most people would consider a trustworthy communicator. However, if Vinny were to voice one of the following messages, he could be considered a trustworthy communicator. Which one would make him the most trustworthy?

Accepted Answer

The answer of Vinny is a professional thief and currently...

Question 17

Criminal interrogators often tell the suspect that they have an eyewitness who agrees with them. According to the text, this tactic is

Accepted Answer

The answer of Criminal interrogators often tell the suspect that...

Question 18

Central processing of a persuasive message leads to_________________than peripheral processing.

Accepted Answer

Central processing involves careful evaluation of the arguments presented in a persuasive message, leading to a stronger and more enduring attitude change compared to peripheral processing, which focuses on superficial cues like the source of the message or attractive visuals. While emotions can be aroused through both central and peripheral processing, immediate attitude change is more likely with peripheral processing because it relies on quick, automatic judgments rather than a thoughtful analysis of the content. However, central processing increases the likelihood of attitude change because it often involves deeper cognitive processing and consideration of the message's relevance and logic. Overall, central processing leads to more enduring changes in attitudes because they are based on careful evaluation and thought, rather than superficial or temporary factors.

Question 19

When should you try to change someone's attitudes through central processing of the message?

Accepted Answer

Central processing of the message involves a deep, thoughtful consideration of the arguments and evidence presented. It is important to use central processing when your goal is to achieve attitude change that is resistant to counterattacks, as this type of processing leads to more enduring changes in attitudes. It is also important to use strong arguments and evidence when trying to appeal to central processing. Weak arguments are likely to lead to peripheral processing instead. Additionally, those with a high need for cognition are more likely to engage in central processing, so it may not be effective to use this approach with an audience that has a low need for cognition.

Question 20

Suppose that you have to deliver a message that contains primarily weak arguments. What could you do to increase its persuasiveness?

Accepted Answer

Presenting arguments rapidly can prevent the audience from processing them deeply, which might be beneficial when the arguments are weak. This approach relies on the peripheral route to persuasion, where the focus is on cues outside the message content itself.

Quiz 5: Attitudes and Persuasion