Question 1

Most automobile ads on television convey very little objective information about the models shown; indeed, one automaker launched a series of television ads that contained no words at all. The design of these automobile advertisements is based on the advertisers' premise that cars are __________.
A) social identity products
B) utilitarian products
C) a near necessity in the United States
D) "disposable" consumer products

Accepted Answer

The ads are designed to appeal to consumers' emotions and desires, positioning cars as products that enhance social status or identity rather than simply fulfilling a utilitarian need. The fact that one automaker launched a series of television ads that contained no words at all emphasizes this point – the design of the ads was meant to evoke feelings and attitudes in viewers rather than convey information about the cars themselves.

Question 2

Suppose you are trying to persuade a group of people to purchase a new kitchen gadget. If you are presenting mostly weak arguments, which of the following techniques would help people feel more confident in their attitudes?
A) Getting people to applaud
B) Asking them "yes" questions to get them to nod their heads
C) Using a cognitive approach
D) Asking them "no" questions to get them to shake their heads

Accepted Answer

The answer of Suppose you are trying to persuade a...

Question 3

An advertising executive once noted about soft drink advertisements, "The thing about soda commercials is that they actually have nothing to say." By this, he meant that __________.
A) soft drink companies often take an emotional approach to advertising
B) few soft drink ads contain voiceovers
C) soft drink ads rely on flashy visuals only
D) few soft drink ads actually influence consumers' purchasing behaviors

Accepted Answer

Soft drink advertisements often focus on creating an emotional or atmospheric appeal rather than conveying specific information about the product, which is what the executive is highlighting.

Question 4

Why do ads for heartburn medications spend so much time talking about how quickly the product works and whether there is calcium or magnesium in the product?
A) Such medications are highly relevant to people who suffer from indigestion.
B) The public is well informed about the causes of and treatments for heartburn.
C) Emotional appeals are not likely to work when people are already suffering.
D) Few celebrities would agree to appear in heartburn commercials.

Accepted Answer

Ads for heartburn medications focus on the effectiveness and ingredients of the product because these are key concerns for people who suffer from indigestion. It is important to communicate these details to potential customers to differentiate their product from others on the market and establish trust in the brand's ability to provide relief.

Question 5

Researchers Briñol & Petty (2003) conducted a study in which participants were presented strong or weak arguments on an issue while they were either shaking their heads or nodding their heads to test the durability of headphones. Someone nodding his or her head would be more persuaded if presented a(n) __________ argument.
A) strong
B) weak
C) emotional
D) fear-inducing

Accepted Answer

According to the study, nodding one's head while listening to an argument increases persuasion, particularly for strong arguments. Therefore, someone nodding their head would be more persuaded by a strong argument.

Question 6

Imagine that you are trying to persuade an audience to buy your brand of toothbrush. You know that the audience's attitudes about toothbrushes are cognitively based. You should construct an argument that emphasizes the __________.
A) good feelings that result from using your toothbrush
B) important health features of your toothbrush
C) value of clean teeth and gums
D) merits of competitors' toothbrushes

Accepted Answer

Since the audience's attitudes about toothbrushes are cognitively based, they are likely to be influenced by logical arguments that emphasize the important health features of the toothbrush. A cognitive approach would focus on rational and analytical thought processes, which is why it would be effective to highlight the features of the toothbrush that contribute to better oral health.

Question 7

The logical, fact-based approach is used in advertisements most effectively when the basis of the attitude is __________ and __________.
A) cognitive; the problem the product can solve is important to viewers
B) cognitive; viewers are likely to be paying attention to the ad
C) affective; strong arguments for why people should use the product are available
D) affective; people are motivated to pay attention to the ad

Accepted Answer

The cognitive approach focuses on providing factual information about the product and how it can solve a problem for the viewer. This approach is most effective when the problem the product can solve is important to the viewer, therefore making them more likely to pay attention to the ad and consider using the product.

Question 8

If you are employed to advertise a product, according to the text, the first thing you should consider in planning your advertising campaign is __________.
A) the quality of the product
B) whether people's attitudes toward the product are cognitively or affectively based
C) the cost of the product
D) whether the audience is likely to be motivated or not

Accepted Answer

According to the text, the first thing to consider in planning an advertising campaign is whether people's attitudes toward the product are cognitively based or affectively based. This will affect the choice of advertising strategy and message.

Question 9

Briñol and Petty (2003) conducted a study in which participants were presented strong or weak arguments on an issue while they were either shaking or nodding their heads to test the durability of headphones. Why did head movements matter?
A) It was a subtle way to make participants feel more or less confident.
B) It kept participants alert during the lengthy message they heard.
C) It was to test the durability of the headphones in the study.
D) It was to distract participants from the message.

Accepted Answer

Head movements matter because they are a subtle way to make participants feel more or less confident in their attitude towards the issue presented. Participants who nodded their heads while hearing a strong argument felt more confident in their agreement with the issue, while those who shook their heads felt more confident in their disagreement.

Question 10

Tyler nods his head quite often during a speech from a politician. Based on the information from your text about confidence and persuasion, Tyler would be most likely to be most persuaded by __________.
A) a weak argument
B) a strong argument
C) an emotional appeal
D) peripheral cues

Accepted Answer

The text suggests that confident speakers are more persuasive than uncertain ones. Tyler's nodding may indicate that he perceives the politician to be confident in their argument. Therefore, Tyler is most likely to be persuaded by a strong argument.

Question 11

Advertisers will be most successful in influencing our attitudes and behaviors if they __________.
A) utilize subliminal messages
B) present logical arguments in support of their products
C) tailor their strategies to the basis of consumers' attitudes
D) distract consumers to encourage peripheral processing

Accepted Answer

Advertisers are more likely to be successful in influencing attitudes and behaviors if they tailor their strategies to the basis of consumers' attitudes. This means understanding the attitudes that their audience already holds and appealing to those attitudes rather than trying to change them. For example, if the audience already values health and fitness, an advertisement for a gym membership that emphasizes the health benefits of regular exercise is more likely to be effective than an ad that emphasizes the social aspect of going to the gym.

Question 12

A meta-analysis of studies to test the effects of media messages about substance use among adolescents showed __________.
A) that adolescents are not responsive to media messages
B) that adolescents decreased their use of specific substances targeted in the media messages
C) that substance use is better targeted through print media than TV or radio
D) increases in the use of substances because they were brought to the awareness of adolescents

Accepted Answer

The meta-analysis showed that adolescents decreased their use of specific substances targeted in the media messages. This suggests that media messages can be effective in reducing substance use among adolescents.

Question 13

According to the authors of your text, advertisers who market such products as deodorants, mouthwashes, and room deodorizers succeed because they __________.
A) convince consumers that their products are relevant to them
B) use attractive spokespeople
C) use fear appeals to activate consumers' subjective norms
D) use logical appeals to target consumers' health concerns

Accepted Answer

Advertisers who market products such as deodorants, mouthwashes, and room deodorizers succeed because they convince consumers that their products are relevant to them. These products are marketed as a way to improve personal hygiene and create a pleasant environment, and advertisers use various tactics to persuade consumers that their products are necessary for these purposes.

Question 14

You are asked to design advertisements for several products. For which of the following products would you want to design an ad with an emotional appeal?
A) A car
B) Makeup
C) A can opener
D) Storage bags

Accepted Answer

Makeup is a product that is often associated with emotions, such as beauty, confidence, and self-expression. An ad for makeup could use an emotional appeal to connect with potential customers on a personal level and encourage them to purchase the product.

Question 15

"Feel great. Smell great," goes the warm, lilting theme song of a television ad for perfume, as the model dances through a field of flowers. Why would this ad be most likely to work?
A) These ads convincingly demonstrate the good performance of the perfume at covering odor.
B) One-sided messages are more effective with social identity products.
C) Cognitive appeals work best with most consumer products.
D) Emotional appeals work well with social identity products.

Accepted Answer

The ad is using emotional appeal by connecting positive emotions like feeling great with using the perfume. This type of appeal is particularly effective with social identity products like perfume, which are often associated with personal expression and identity.

Question 16

Recent advertisements for Chrysler automobiles focus on notions like "computer generated" design features, "cab forward design" for better gas mileage, and "steel reinforced" side door construction for safety. This focus on objective attributes of Chrysler cars __________.
A) causes people to process information peripherally
B) focuses on the utilitarian aspects of the cars
C) appeals to viewers who are low in the need for cognition
D) stresses the identity implications of owning a Chrysler car

Accepted Answer

The emphasis on objective attributes such as computer generated design, cab forward design for better gas mileage, and steel reinforced side door construction for safety focuses on the utilitarian aspects of Chrysler cars.

Question 17

Gerald Lambert invented Listerine as a surgical antiseptic for throat infections, but was able to market it to a wider audience by __________.
A) using cognitively based arguments
B) publicizing the problem of halitosis
C) having doctors endorse the product
D) using fear-arousal

Accepted Answer

Lambert was able to market Listerine to a wider audience by publicizing the problem of halitosis, emphasizing that bad breath was not just an indicator of poor dental hygiene but also a social problem that could lead to social rejection. This allowed Listerine to be marketed as a cosmetic mouthwash rather than just a surgical antiseptic.

Question 18

The best evidence that advertisements do work to change attitudes and behaviors comes from __________.
A) people's reports of the influence that ads have had on their purchasing
B) controlled laboratory experiments
C) successful public health campaigns
D) surveys of marketing executives

Accepted Answer

Successful public health campaigns provide real-world evidence that advertisements can effectively change attitudes and behaviors, as they often lead to measurable improvements in public health outcomes.

Question 19

When trying to persuade people, it is useful to make sure they have __________ in their thoughts on the matter.
A) confidence
B) salience
C) complexity
D) logic

Accepted Answer

Confidence in their thoughts makes people more likely to be persuaded, as they feel more assured and open to considering new information or viewpoints.

Question 20

Briñol and Petty (2003) conducted a study in which participants were presented strong or weak arguments on an issue while they were either shaking their head or nodding their head. Someone listening to a weak argument would be more persuaded if they were __________.
A) nodding their head
B) shaking their head
C) paying close attention
D) doing a related visual task

Accepted Answer

Shaking their head would lead to less persuasion by a weak argument, as it typically indicates disagreement or skepticism, reducing the argument's persuasive impact.

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

Most automobile ads on television convey very little objective information about the models shown; indeed, one automaker launched a series of television ads that contained no words at all. The design of these automobile advertisements is based on the advertisers' premise that cars are __________.

Suppose you are trying to persuade a group of people to purchase a new kitchen gadget. If you are presenting mostly weak arguments, which of the following techniques would help people feel more confident in their attitudes?

An advertising executive once noted about soft drink advertisements, "The thing about soda commercials is that they actually have nothing to say." By this, he meant that __________.

Why do ads for heartburn medications spend so much time talking about how quickly the product works and whether there is calcium or magnesium in the product?

Imagine that you are trying to persuade an audience to buy your brand of toothbrush. You know that the audience's attitudes about toothbrushes are cognitively based. You should construct an argument that emphasizes the __________.

The logical, fact-based approach is used in advertisements most effectively when the basis of the attitude is and .

If you are employed to advertise a product, according to the text, the first thing you should consider in planning your advertising campaign is __________.

Briñol and Petty (2003) conducted a study in which participants were presented strong or weak arguments on an issue while they were either shaking or nodding their heads to test the durability of headphones. Why did head movements matter?

Tyler nods his head quite often during a speech from a politician. Based on the information from your text about confidence and persuasion, Tyler would be most likely to be most persuaded by __________.

Advertisers will be most successful in influencing our attitudes and behaviors if they __________.

A meta-analysis of studies to test the effects of media messages about substance use among adolescents showed __________.

According to the authors of your text, advertisers who market such products as deodorants, mouthwashes, and room deodorizers succeed because they __________.

You are asked to design advertisements for several products. For which of the following products would you want to design an ad with an emotional appeal?

"Feel great. Smell great," goes the warm, lilting theme song of a television ad for perfume, as the model dances through a field of flowers. Why would this ad be most likely to work?

Recent advertisements for Chrysler automobiles focus on notions like "computer generated" design features, "cab forward design" for better gas mileage, and "steel reinforced" side door construction for safety. This focus on objective attributes of Chrysler cars __________.

Gerald Lambert invented Listerine as a surgical antiseptic for throat infections, but was able to market it to a wider audience by __________.

The best evidence that advertisements do work to change attitudes and behaviors comes from __________.

When trying to persuade people, it is useful to make sure they have __________ in their thoughts on the matter.

Briñol and Petty (2003) conducted a study in which participants were presented strong or weak arguments on an issue while they were either shaking their head or nodding their head. Someone listening to a weak argument would be more persuaded if they were __________.