Question 1

Rick Tuan has a unique problem. He must persuade a good friend to stop smoking. He knows that if he just says "Quit," his message will be rejected. Instead, Rick chooses to offer a ________ message in which he presents the positives and negatives of quitting smoking. He feels sure that his approach will have a greater likelihood of success with his friend.

Accepted Answer

A two-sided message presents both the positives and negatives of an argument, which can be more persuasive than presenting only one side, especially in situations where the audience may be resistant or have opposing views.

Question 2

The two-factor theory suggests that there is a limit to the optimal number of repetitions for a message.

Accepted Answer

The two-factor theory suggests that there is an optimal number of repetitions for a message, beyond which the message becomes less effective.

Question 3

The Berry and Dale advertising agency has proposed a new campaign for Bayer aspirin to overcome the public's tendency to "tune out" Bayer commercials. The proposed technique involves creating ten different 15-second spots that all demonstrate reasons for using Bayer aspirin. Which theory of message communication is the agency trying to use for in its proposal for Bayer aspirin?

Accepted Answer

The two-factor theory in the context of advertising suggests that repeated exposure to an advertisement can initially increase a viewer's interest and awareness, but beyond a certain point, further exposure leads to diminishing returns and can even cause annoyance or disinterest. By creating ten different 15-second spots, the agency aims to maintain interest and awareness by providing variety, thus leveraging the two-factor theory to keep the audience engaged without hitting the point of overexposure that leads to disinterest.

Question 4

In general, when the source of a message is perceived as attractive, the message will be more effectively communicated.

Accepted Answer

Attractive sources tend to be more persuasive, as people are more likely to pay attention to and be influenced by messages from sources they find appealing. This is due to the halo effect, where the positive evaluation of the source's attractiveness is transferred to the message itself.

Question 5

The two-factor theory explains the fine line between ________.

Accepted Answer

The two-factor theory, particularly in the context of psychology, often refers to the balance between familiarity and boredom, where repeated exposure to a stimulus can initially increase liking (familiarity) but eventually lead to boredom.

Question 6

________ refers to a strategy in which a message presents two or more specifically named or recognizably presented brands and evaluates them in terms of one or more specific attributes.

Accepted Answer

Comparative advertising is a marketing strategy where a message compares two or more recognizable brands on specific attributes, highlighting the benefits of one over the others.

Question 7

Since Janie is seen as a beautiful female, many friends also perceive her to be smarter, cooler, and happier. These assumptions illustrate ________.

Accepted Answer

The "halo effect" is a cognitive bias where our overall impression of a person (in this case, being beautiful) influences how we feel and think about their character or properties, leading us to assume they are also smarter, cooler, and happier.

Question 8

Most messages merely present one or more positive attributes about a product or reasons to buy it. Which of the following best describes this approach to communicating a message?

Accepted Answer

Supportive arguments focus on presenting positive attributes or reasons to buy a product, aligning with the description of the approach mentioned.

Question 9

The Smith Company used after-sale interviews with its customers to examine how well the customers were served by the sales and service staff of the company. When the Smith Company follows this procedure, the company is attempting to use feedback as a means to improve communications.

Accepted Answer

After-sale interviews to gather feedback from customers about their experience with the sales and service staff are a method to improve communications by identifying areas of success and areas needing improvement, thereby enhancing future customer interactions and service quality.

Question 10

Do sex-related ads work?

Accepted Answer

Research indicates that while sexual content can grab attention, it often does not translate into positive brand recall or increased sales. Strong sexual appeals can also alienate certain segments of the target audience, making them less effective overall.

Question 11

The traditional communication model that regards a broadcast message as perishable doesn't work as well with narrowcasting as it does with broadcasting.

Accepted Answer

Narrowcasting targets a specific, narrow audience, making the message more tailored and potentially relevant for a longer period, unlike broadcasting which targets a broad audience with messages that are often designed to be timely and thus more perishable.

Question 12

A company wants to persuade a customer to buy its products. If the consumer has a high degree of involvement with products that are sold by the company, what route to persuasion will the company most likely take?

Accepted Answer

When a consumer has a high degree of involvement with products, companies are more likely to use the central route to persuasion. This approach focuses on logical arguments and high-quality evidence to persuade highly interested and involved consumers, as they are more likely to pay attention to the details of the message.

Question 13

The ________ route to persuasion is taken when the receiver is not really motivated to think about the arguments made in a communication message.

Accepted Answer

The peripheral route to persuasion is used when the receiver is not motivated to think deeply about the message's content, relying instead on superficial cues or heuristics.

Question 14

The communications model requires a source and a message, but receivers of the message are not part of the model.

Accepted Answer

The communications model includes not only a source and a message but also a receiver (or receivers), as the receiver is essential for the communication process to be complete.

Question 15

Emphasizing the negative consequences that may occur unless a consumer changes behavior is called ________.

Accepted Answer

A fear appeal focuses on the negative outcomes that can result if a consumer does not adopt a new behavior or change an existing one. It is a strategy used in advertising and public health campaigns to motivate change by highlighting potential dangers or negative consequences.

Question 16

Which statement best explains the research findings about using two-sided messages to communicate with consumers?

Accepted Answer

Two-sided messages, which present both the positives and negatives of a product or service, can be quite effective in building credibility and trust with consumers. However, despite their effectiveness, they are not commonly used by marketers, who may prefer more traditional, one-sided promotional strategies that focus solely on the positive aspects.

Question 17

Tyler told a local journalist about an upcoming astrological event, and the reporter printed the information in the newspaper the next day. A local college professor who specializes in astrophysics said the newspaper story had numerous inaccuracies and was "penned by an amateur." In this case, Tyler and the journalist created a situation in which reporting bias has occurred.

Accepted Answer

Reporting bias refers to a situation where certain aspects of a story are selectively reported or omitted, not simply inaccuracies or lack of expertise in the reporting. The scenario described involves inaccuracies and potentially a lack of understanding, but not necessarily a biased selection or omission of information.

Question 18

Elizabeth created a print ad in which the coach of a football team was shown standing out in the middle of a hay field. The text read, "UNR's Coach Roberts….outstanding in his field." Elizabeth was using a literary device called ________.

Accepted Answer

The answer of Elizabeth created a print ad in which...

Question 19

A politician attempts to gain support for her campaign for mayor by releasing a poll showing that almost 70 percent of the city's voters support her position on property taxes. What basic psychological principle is the politician using to persuade voters that she should be the next mayor?

Accepted Answer

The politician is using the principle of consensus, which suggests that people look to the actions and behaviors of others to determine their own. By showing that a large percentage of voters support her position, she's implying that this is the popular or correct stance, thereby persuading others to support her as well.

Question 20

Roxanne is one of Canada's top female models. Because of her beauty, most of Roxanne's admirers also assume that she is intelligent, wealthy, and happy with her life. This is an example of the social adaptation perspective.

Accepted Answer

This is an example of the halo effect, where one positive characteristic of a person (in this case, beauty) leads to the assumption of other positive traits (intelligence, wealth, happiness).

Quiz 8: Attitudes and Persuasive Communication