Question 1

Buzz marketing has become a pervasive persuasion strategy because

Accepted Answer

Buzz marketing relies on creating a conversation around a product or brand, which is then shared through word of mouth or social media. This approach takes advantage of the trust and credibility that consumers place in their social circles rather than relying solely on traditional advertisements. Therefore, choice B is the best answer.

Question 2

An effects orientation to defining persuasion emphasizes

Accepted Answer

An effects orientation focuses on the outcome or effect of the persuasion attempt on the receiver, such as whether they were persuaded or not. This differs from source, message, or receiver orientations, which focus on the persuader, the message, or the audience respectively.

Question 3

A problem with a linear view of persuasion is

Accepted Answer

The linear view of persuasion suggests a one-way process from the sender to the receiver, ignoring the possibility for mutual influence where both parties can affect each other's attitudes and beliefs.

Question 4

You advise a friend to enroll in Professor Windplenty's class because "he's an easy 'A.'" A stranger in the registration line overhears you and decides to sign up for the same professor. This is an example of

Accepted Answer

This is an example of the unintended receiver effect, where a message or information intended for a specific audience is received and acted upon by someone who was not the intended recipient.

Question 5

People who often provide suggestions to their circle of friends such as, "You should try it," "You have to see this movie," and "You need to buy it, it is the best thing yet!" are termed

Accepted Answer

The answer of People who often provide suggestions to their...

Question 6

You see two unsavory-looking characters standing near an ATM machine and decide to go elsewhere to make a cash withdrawal. Their threatening appearance best represents

Accepted Answer

Borderline persuasion involves nonverbal cues or situations that influence behavior without explicit communication, such as the intimidating presence of individuals near an ATM.

Question 7

Word-of-mouth marketing (WOM) based on social networks is also known as

Accepted Answer

Word-of-mouth marketing (WOM) based on social networks is also known as viral marketing because it spreads from person to person and can potentially reach a large audience online.

Question 8

In regards to ethical communication, it isn't so much what strategies and tactics a persuader uses as

Accepted Answer

The ethicality of communication lies in the intention behind the use of the strategies and tactics employed by the persuader. Therefore, it is important to consider why the persuader is using these strategies and tactics in order to assess the ethicality of their communication.

Question 9

According to Gladwell's concept of Tipping Points, a product or idea can't take off unless it has inherent appeal. This is known as

Accepted Answer

Gladwell's concept of Tipping Points highlights the importance of stickiness, which refers to the inherent appeal of a product or idea. Without this appeal, it is unlikely that the product or idea will gain momentum, develop scalability, or achieve gravitas. Gravitational pull is not a relevant concept in this context, and scalability and momentum magic are outcomes of stickiness rather than independent factors.

Question 10

Borderline persuasion refers to

Accepted Answer

Borderline persuasion refers to less traditional or obvious forms of influence, such as using subtle language, nonverbal cues, or implied rewards or punishments, to sway someone's beliefs or actions. It is not necessarily ethically suspect and may be fully successful in achieving its intended outcome. The other answer choices are either too narrow or inaccurate.

Question 11

Which of the following justifications for the study of persuasion do Gass & Seiter identify as most compelling?

Accepted Answer

Gass & Seiter argue that the most compelling justification for the study of persuasion is that it is the cornerstone of many positive, pro-social activities, such as education, health communication, and advocacy. They note that while influence can certainly be manipulative in some contexts, the ability to persuasively communicate ideas and promote positive change is a valuable skill that can benefit individuals and society as a whole.

Question 12

According to the "Tipping Point" theory, people who have lots of expertise and know-how are known as:

Accepted Answer

According to the Tipping Point theory, mavens are individuals who have a wealth of knowledge and expertise in a particular area and are eager to share their knowledge with others. They are considered to be influential in spreading ideas and trends. Connectors are people who have a wide network of social contacts, while salespeople are skilled at persuading others and influencing their decisions. Geeks and nerds refer to individuals who have a strong interest in technology or academic pursuits, but they are not specifically mentioned in the Tipping Point theory.

Question 13

Sentiment tracking is most closely associated with

Accepted Answer

Sentiment tracking is primarily used in analyzing social media conversations and other online sources to understand public opinion towards a product, service, or brand. While it can also be applied to other sources such as print and TV ads or word of mouth, social media is the main platform for sentiment tracking.

Question 14

All of the following are reasons why buzz marketing has become popular except

Accepted Answer

The other three options are all valid reasons why buzzmarketing has become popular, as they highlight the challenges that traditional media advertising faces in reaching and engaging consumers. However, buzzmarketing is typically seen as a more cost-effective approach than traditional advertising, as it relies on generating word-of-mouth and social media buzz rather than paying for expensive ad placements.

Question 15

Which of the following statements best describes the third person effect? People tend to

Accepted Answer

The third person effect is the phenomenon where individuals tend to underestimate the influence of persuasion on themselves but overestimate its effects on others. This means that people believe they are less susceptible to persuasion than others and that others are more vulnerable to persuasion than themselves. Option A is incorrect because it describes a reverse phenomenon. Option B is irrelevant as it is discussing the influence of a group on an individual member, while the third person effect pertains to the influence of persuasion. Option D is also irrelevant as it pertains to the influence of an individual member on a group, not related to the third person effect.

Question 16

Which of the following statements about buzz marketing is most accurate?

Accepted Answer

Buzz marketing involves creating a buzz or excitement around a product or service through word-of-mouth recommendations and social media, rather than relying on traditional advertising methods such as TV and print media or celebrity endorsements. The purpose is to create a viral effect and generate interest and excitement among consumers to attract new customers and increase sales. While the strategy may appeal to young, urban consumers, it is not exclusive to them.

Question 17

A litmus test for distinguishing persuasion from social influence is

Accepted Answer

Persuasion involves an intentional effort to change someone's attitude, belief, or behavior through communication. On the other hand, social influence can occur without any intentional effort, such as when people conform to social norms or follow the behavior of those around them. Therefore, the best choice is C, as persuasion is intentional and social influence is not necessarily intentional.

Question 18

Pure persuasion means

Accepted Answer

Pure persuasion includes all the components typically associated with persuasion such as a persuasive message, a persuasive source, and a persuasive audience. It does not necessarily indicate the success of the persuasion or the underlying motives of the sender.

Question 19

Kiyoko is known by her friends as the fashion expert. She is always ahead of the curve on fashion trends. According to Malcolm Gladwell, Kiyoko would be termed a

Accepted Answer

According to Malcolm Gladwell's theory in "The Tipping Point," Kiyoko would be considered a maven, which is someone who has a deep knowledge and expertise in a specific area and shares that knowledge with others. In this case, Kiyoko's deep knowledge is in the area of fashion trends, and she is likely to share this knowledge with her friends. Trendspotters are also knowledgeable about trends, but they are specifically focused on identifying new trends as they emerge. Connectors, hawker, and salespeople are other categories of people in Gladwell's theory who play different roles in spreading information and ideas.

Question 20

Which two limiting criteria for defining persuasion are primarily receiver-based?

Accepted Answer

Effects and free choice are primarily receiver-based criteria for defining persuasion because they focus on the impact of the persuasive attempt on the individual (effects) and the individual's ability to choose freely in response to the persuasion (free choice).

Quiz 1: Why Study Persuasion