Question 1

The elaboration likelihood model proposes two routes to persuasion: ______.
A) primary route and secondary route
B) belief-based route and affect-based route
C) central route and peripheral route
D) cognitive route and affective route
E) utilitarian route and hedonic route

Accepted Answer

The elaboration likelihood model proposes two routes to persuasion: the central route and the peripheral route. The central route involves careful and thoughtful processing of the message, where people are swayed by the content and quality of the message. On the other hand, the peripheral route involves more superficial processing, where people are swayed by superficial cues, such as the attractiveness or credibility of the speaker.

Question 2

Which of the following is an attitude change theory?
A) ATO approach
B) elaboration likelihood model
C) schema-based affect approach
D) balance theory approach
E) all of these choices

Accepted Answer

All of these theories are attitude change theories. The ATO (Attitude-Toward-Object) approach focuses on the relationship between attitudes and behavior. The elaboration likelihood model explains how people process information and the factors that influence whether they will engage in a central or peripheral route of persuasion. The schema-based affect approach suggests that attitudes are based on affective reactions to stimuli and can be influenced by the context in which they are presented. The balance theory approach explains how people try to maintain consistency in their opinions and beliefs about themselves, others, and the world around them.

Question 3

In the elaboration likelihood model (ELM), non-product-related information presented in a message is referred to as a(n) _____.
A) central cue
B) peripheral cue
C) distracter cue
D) inconsistent cue
E) secondary cue

Accepted Answer

Non-product-related information presented in a message is referred to as peripheral cue in the elaboration likelihood model (ELM). Peripheral cues are the secondary, non-essential elements in a message that are used to add interest or appeal to the message without directly providing information about the product. Examples of peripheral cues include music, attractive models, humor, or emotional appeals. These cues may influence consumers' attitudes towards the product or message, but they do not directly affect their information processing or behavior.

Question 4

Which attitude change theory is based on the premise that behavior change can precede belief and attitude change?
A) attitude-toward-the-object approach
B) elaboration likelihood model
C) balance theory
D) schema-based approach
E) behavioral influence approach

Accepted Answer

The behavioral influence approach is based on the premise that behavior change can precede belief and attitude change. This theory suggests that by changing people's behavior, they will eventually change their attitudes and beliefs to align with their actions.

Question 5

According to the elaboration likelihood model of persuasion, if a consumer is not involved with a message or lacks either the motivation or ability to process information the _____ route to persuasion will be followed.
A) central
B) peripheral
C) primary
D) secondary
E) incongruent

Accepted Answer

The peripheral route to persuasion is followed when a consumer is not involved with a message or lacks either motivation or ability to process information. This route focuses on superficial cues such as celebrity endorsements, packaging, and attractive visuals to influence consumer attitudes and behavior rather than substantive information.

Question 6

Which type of cues refer specifically to information found in the message that pertains directly to the product, its attributes, its advantages, or the consequences of its use?
A) central cues
B) primary cues
C) peripheral cues
D) imperative cues
E) sentiment cues

Accepted Answer

Central cues refer to information directly related to the product, its features, advantages, and consequences, which help consumers make a rational and informed decision about the product. This information is crucial for consumers to evaluate the product's benefits and drawbacks accurately.

Question 7

Nina is attempting to change consumers' attitudes toward her restaurant by promoting the fact that her restaurant serves only organic food because she learned through market research that consumers did not believe that her restaurant did this and that this is important to consumers. According to the attitude-toward-the-object approach, which of the following is Nina attempting to change to enhance consumers' attitudes toward her restaurant?
A) changing consumer involvement
B) changing evaluations of product attributes
C) adding beliefs about new attributes
D) changing beliefs
E) changing motivations to comply

Accepted Answer

Nina is attempting to change consumers' beliefs about her restaurant serving only organic food. This aligns with the attitude-toward-the-object approach's focus on changing beliefs as a means of enhancing attitudes toward a product or service. By promoting the fact that her restaurant serves only organic food, Nina is attempting to change consumers' beliefs about her restaurant, which in turn could positively impact their attitudes toward it.

Question 8

Mica is very involved with electronic products. According to the elaboration likelihood model, which route to persuasion is most likely activated when he sees an advertisement for an electronic product?
A) peripheral route
B) main route
C) central route
D) cognitive route
E) affective route

Accepted Answer

The central route to persuasion is most likely activated when Mica sees an advertisement for an electronic product because he is highly involved in the product category. The central route involves a systematic and thorough evaluation of the information presented in an advertisement or message, and is more likely to occur when people are highly motivated and able to process information deeply.

Question 9

The attractiveness of the person delivering the message, the number of arguments presented, the expertise of the spokesperson, and the imagery or music presented along with the message are examples of _____.
A) central cues
B) primary cues
C) secondary cues
D) peripheral cues
E) sentiment cues

Accepted Answer

These are examples of peripheral cues, which are factors that influence persuasion but are not the core message of the communication.

Question 10

Balance theory is based on the _____, which states that human beings prefer consistency among their beliefs, attitudes, and behaviors.
A) reality principle
B) pleasure principle
C) congruency principle
D) consistency principle
E) stability principle

Accepted Answer

Balance theory is based on the consistency principle which suggests that human beings prefer consistency among their beliefs, attitudes, and behaviors. According to this principle, when there is an inconsistency perceived between these components, people tend to experience psychological discomfort and strive to restore balance by changing one or more of these elements.

Question 11

In balance theory, _____ relations are the relations between the observer (consumer) and the other elements in the system.
A) unit
B) consistent
C) primary
D) secondary
E) sentiment

Accepted Answer

Sentiment relations in balance theory refer to the affective or emotional connections between the observer and other elements in the system.

Question 12

Which term refers to specific attempts to change attitudes?
A) manipulation
B) persuasion
C) conversion
D) intervention
E) tracking

Accepted Answer

Persuasion is the term used to describe specific attempts to change attitudes. Manipulation can be used in nefarious ways, while conversion is typically used in a religious context. Intervention pertains to a broader range of actions taken to alleviate a problem, and tracking simply involves monitoring or following the progress of something.

Question 13

Many companies hire services that electronically monitor Facebook, Twitter, and Internet blog posts to gauge consumers' attitudes toward their company and to alert them to negative changes over time. What is this monitoring of consumers' attitudes called?
A) attitude tracking
B) marketing audit
C) affect monitoring
D) situation analysis
E) attitude audit

Accepted Answer

This monitoring of consumers' attitudes is called "attitude tracking," which involves continuously observing and analyzing consumer sentiments and opinions over time to understand their perceptions and reactions to a company or its products.

Question 14

Salespeople are trained to assess a potential customer's attitude toward their company's offerings and to attempt to change their attitude if it is not positive. There are several techniques that salespeople are taught in their training that can help them accomplish this attitude change. A salesperson's attempt to change a prospective buyer's attitude is called _____.
A) persuasion
B) manipulation
C) calibration
D) conversion
E) closing

Accepted Answer

Persuasion refers to the act of convincing someone to change their attitude or behavior towards a product or service. Salespeople are trained in various techniques of persuasion to change a potential customer's negative attitude towards their company's offerings. Manipulation, on the other hand, involves the use of deceitful tactics to influence someone's decision, and calibration refers to the process of adjusting or fine-tuning a sales pitch to better match the potential customer's preferences. Conversion is a general term that refers to the act of turning a prospect into a paying customer, while closing refers to the final step of completing a sale. Of all the options, persuasion is the most appropriate term for describing a salesperson's attempt to change a potential customer's attitude.

Question 15

According to the elaboration likelihood model (ELM), information found in automobile advertisements, such as safety ratings and gas mileage, are called _____.
A) central cues
B) primary cues
C) relevant cues
D) peripheral cues
E) discriminant cues

Accepted Answer

According to the elaboration likelihood model (ELM), central cues are the important information that requires cognitive processing, such as safety ratings and gas mileage in automobile advertisements.

Question 16

Which model of attitude change is based on differing levels of consumer involvement?
A) elaboration likelihood model
B) schema-based affect model
C) attitude-toward-the-object approach
D) behavioral influence approach
E) balance theory

Accepted Answer

The elaboration likelihood model is based on the level of cognitive involvement the consumer has in the decision-making process. Consumers with high involvement will be more likely to carefully evaluate the information presented to them and engage in a central route to persuasion, while consumers with low involvement will use peripheral cues to form their attitudes.

Question 17

In balance theory, the object-person relation is referred to as a(n) _____ relation.
A) sentiment
B) unit
C) primary
D) secondary
E) central

Accepted Answer

In balance theory, the object-person relation is referred to as a unit relation, which indicates a connection or association between the person and the object.

Question 18

According to balance theory, the two types of relations between the elements of observer, person, and object are referred to as _____.
A) primary relations and secondary relations
B) sentiment relations and unit relations
C) central route and peripheral route
D) acceptable relations and rejected relations
E) cognitive relations and affective relations

Accepted Answer

Balance theory proposes that attitudes are evaluated based on two types of relations: sentiment relations (positive or negative feelings toward the object) and unit relations (whether the observer and person share similar attitudes toward the object). Therefore, option B is the most appropriate answer as it refers to the two specific relations identified by balance theory. None of the other options correctly capture these relations.

Question 19

Which theory's basic premise is that consumers are motivated to maintain perceived consistency in the relations found in mental systems?
A) balance theory
B) consistency theory
C) congruency theory
D) theory of reasoned action
E) elaboration likelihood theory

Accepted Answer

Balance theory's basic premise is that consumers are motivated to maintain perceived consistency in the relations found in mental systems.

Question 20

All of the following are attitude change theories EXCEPT _____.
A) ATO approach
B) elaboration likelihood model
C) schema-based affect approach
D) balance theory approach
E) congruency theory approach

Accepted Answer

All of the listed options are attitude change theories except for congruency theory approach.

Quiz 7: Attitudes and Attitude Change

The elaboration likelihood model proposes two routes to persuasion: ______.

Which of the following is an attitude change theory?

In the elaboration likelihood model (ELM) , non-product-related information presented in a message is referred to as a(n) _____.

Which attitude change theory is based on the premise that behavior change can precede belief and attitude change?

According to the elaboration likelihood model of persuasion, if a consumer is not involved with a message or lacks either the motivation or ability to process information the _____ route to persuasion will be followed.

Which type of cues refer specifically to information found in the message that pertains directly to the product, its attributes, its advantages, or the consequences of its use?

Mica is very involved with electronic products. According to the elaboration likelihood model, which route to persuasion is most likely activated when he sees an advertisement for an electronic product?

The attractiveness of the person delivering the message, the number of arguments presented, the expertise of the spokesperson, and the imagery or music presented along with the message are examples of _____.

Balance theory is based on the _____, which states that human beings prefer consistency among their beliefs, attitudes, and behaviors.

In balance theory, _____ relations are the relations between the observer (consumer) and the other elements in the system.

Which term refers to specific attempts to change attitudes?

Many companies hire services that electronically monitor Facebook, Twitter, and Internet blog posts to gauge consumers' attitudes toward their company and to alert them to negative changes over time. What is this monitoring of consumers' attitudes called?

According to the elaboration likelihood model (ELM) , information found in automobile advertisements, such as safety ratings and gas mileage, are called _____.

Which model of attitude change is based on differing levels of consumer involvement?

In balance theory, the object-person relation is referred to as a(n) _____ relation.

According to balance theory, the two types of relations between the elements of observer, person, and object are referred to as _____.

Which theory's basic premise is that consumers are motivated to maintain perceived consistency in the relations found in mental systems?

All of the following are attitude change theories EXCEPT _____.