Question 1

Which of the following findings about systematically processing strong vs. weak messages is true?

Accepted Answer

Each statement is true regarding the processing of strong versus weak messages. A) Research in persuasion shows that more strong arguments can increase persuasion compared to fewer strong arguments. B) Presenting more weak arguments can lead to less persuasion as it may trigger counter-argumentation or skepticism. C) Messages that stimulate favorable affective responses tend to be more persuasive as they facilitate positive elaboration of the message content.

Question 2

According to research on fear-arousing communications, which anti-smoking advertisement will be most persuasive?

Accepted Answer

Research suggests that fear-arousing messages are most persuasive when accompanied by information on how to avoid the feared outcome. In this case, an ad that shows graphic images of tarred lungs as well as information on how to quit smoking is likely to be most effective in persuading smokers to quit. The images will likely evoke fear and disgust, but the accompanying information on how to quit provides a sense of empowerment and control over the feared outcome. The other options either rely solely on fear or do not provide enough information on how to avoid the feared outcome.

Question 3

Lucy is high in need for cognition and she is doing some research on various products that she wants to buy. Which of the following products is Lucy likely to be persuaded to purchase?

Accepted Answer

The answer of Lucy is high in need for cognition...

Question 4

Christopher is at a party and he meets two other students. During the course of the evening the three students start discussing capital punishment. Bernard shares Christopher's beliefs that capital punishment should be allowed, but unlike Christopher, Bernard thinks it should only be used if DNA evidence proves the identity of the suspect. In contrast, Stephen is against capital punishment. At the end of the night Christopher thinks, ""I really liked meeting Bernard, his views were identical to

Accepted Answer

The word "unlike" in the sentence indicates a contrast between Christopher and Bernard's views on capital punishment. Therefore, the correct pair of opposite terms is assimilation and contrast. Stephen's view is not directly related to this, so reinterpretation is not a suitable term.

Question 5

Explain how the presentation of familiar messages can backfire.

Accepted Answer

The answer of Explain how the presentation of familiar messages...

Question 6

You are part of a team of ad agents that is creating a commercial for a new car. Your goal is to persuade consumers to buy the car and not change their minds before they get to the car dealership. List the 4 steps involved in systematic processing and describe how each consumers will go through each step before deciding to buy the advertised car.

Accepted Answer

The answer of You are part of a team of...

Question 7

When will someone be likely to engage in superficial processing and when might they be likely to engage in systematic processing? What are the benefits and drawbacks of each type of processing?

Accepted Answer

The answer of When will someone be likely to engage...

Question 8

Imagine that you are a prosecuting attorney and you are at trial. Your evidence against the defendant is very strong, you just hope that the jurors are persuaded to convict. Should you give your closing arguments first or last? Why?

Accepted Answer

The answer of Imagine that you are a prosecuting attorney...

Question 9

Describe one study (including the method and results) that highlights the importance of self-relevance in determining whether or not someone will process a message superficially or systematically.

Accepted Answer

The answer of Describe one study (including the method and...

Question 10

You are selling a new brand of diet soda and you want to market it in a variety of ways to appeal to a large audience. Explain how you would alter your advertisements to cater to the following groups: a) high vs. low self-monitors, b) individuals from individualistic vs. collectivistic cultures, and c) people who have a prevention vs. a promotion focus.

Accepted Answer

The answer of You are selling a new brand of...

Question 11

Briefly describe one study that shows the power of advertising on children.

Accepted Answer

The answer of Briefly describe one study that shows the...

Question 12

Do people process information systematically when they are in good moods? Describe two models/theories that try to explain how good moods influence processing. Finally, what does the research actually show?

Accepted Answer

The answer of Do people process information systematically when they...

Question 13

Explain how people use both systematic and superficial processing when viewing advertisements. Illustrate with an example from your own life.

Accepted Answer

The answer of Explain how people use both systematic and...

Question 14

A realtor is trying to sell a newly-renovated house. Explain how the realtor could use evaluative conditioning, and 2 other persuasion heuristics to sell that house.

Accepted Answer

The answer of A realtor is trying to sell a...

Question 15

What is the difference between strong attitudes and ambivalent attitudes? Next, explain whether or not each type of attitude serves mastery and/or connectedness needs.

Accepted Answer

The answer of What is the difference between strong attitudes...

Question 16

As Gavin is walking down the street, he is stopped by a volunteer who urges him to sign a petition to stop the development of a large mall that is scheduled to be built down the block. Gavin notices that the strength of the arguments that the volunteer uses are very mixed. As one of the architects of the new mall, Gavin refrains from signing the petition. What is Gavin likely to remember about this encounter?

Accepted Answer

As Gavin is an architect of the new mall, he may have more knowledge about the project than the volunteer. He notices that the volunteer's arguments are mixed, which implies that some of them were weak. Since he refrains from signing the petition, he is likely to remember the weak arguments made by the volunteer.

Question 17

________ is the process whereby people who consider arguments against their personal opinions in advance, are less easily persuaded later.

Accepted Answer

Inoculation theory proposes that if individuals are exposed to weak arguments against their position, it will prepare them to better resist stronger arguments in the future. This process is known as inoculation, and it can make an individual more resistant to persuasion.

Question 18

Research on attitude inoculation has shown that:

Accepted Answer

Attitude inoculation has been shown to help people resist persuasion on both the target issue and related issues. It works by providing people with a weakened version of the argument against their attitude, which allows them to practice counter-arguing and building up their resistance to future persuasive attempts. Therefore, option B is the correct answer.

Question 19

A lot of attention has focused on the power of subliminal advertising. Research on subliminal priming has revealed which of the following results?

Accepted Answer

Subliminal priming has been shown to influence people in ways that align with their existing intentions or behaviors, rather than forcing them to act against their will or in ways that are significantly out of character.

Question 20

Imagine that you are a researcher interested in studying college students' use of illegal drugs. What can you do to ensure that your participants answer your questions honestly?

Accepted Answer

The answer of Imagine that you are a researcher interested...

Quiz 7: Attitudes and Attitude Change