Question 1

Simon Cowell is known for humiliating contestants by criticizing their singing ability and even their physical appearance. Yet many viewers think he is a good judge of talent and that his scathing comments, while sometimes cruel, are also on target. Simon would best be described as:

Accepted Answer

Simon Cowell is considered an expert in the music industry, but his lack of goodwill (also known as benevolence) is evidenced by his tendency to make harsh and humiliating comments. This makes him high in expertise but low in goodwill.

Question 2

Based on the Elaboration Likelihood Model, credibility generally functions as a ________________ in persuasion.

Accepted Answer

Credibility is considered a peripheral cue in the Elaboration Likelihood Model of persuasion because it influences the persuasiveness of a message when individuals are not motivated or able to process the message through the central route.

Question 3

Finding additional reasons for a bad decision, or providing rationalizations for a risky decision, involve

Accepted Answer

Bolstering involves finding additional reasons or providing rationalizations to support a decision, especially when the decision is under scrutiny or when one is trying to justify a risky or bad decision.

Question 4

The dapper Tim Gunn, from Project Runway, may know a lot about fashion, but he knows nothing about how to operate a submarine. This best illustrates the fact that:

Accepted Answer

The fact that Tim Gunn's expertise in fashion does not translate to the operation of a submarine shows that credibility is situational or contextual; it is dependent on the specific context or situation in which expertise is being evaluated.

Question 5

A stock investor has just lost a huge sum in the stock market meltdown. The investor tries to relieve the mental stress by telling himself, "I guess I'll have to chalk it up to experience. I'll learn from this mistake and I'll be a better person because of this." The investor is using which method of maintaining consistency?

Accepted Answer

The investor is using the method of transcendence by finding meaning and personal growth in the experience of the stock market meltdown. This method involves looking beyond the immediate negative outcomes and finding a way to see the experience as part of personal growth or a larger purpose.

Question 6

Which of the following statements regarding the use of celebrity endorsers is most accurate?

Accepted Answer

Negative publicity for an endorser can also tarnish the sponsor's image. This means that if a celebrity endorser is involved in a scandal or controversy, it can negatively impact the public perception of the brand they were endorsing. Therefore, it is important for companies to carefully choose endorsers and monitor their behavior to protect their brand image. The other options (A, B, and C) are inaccurate as they make broad generalizations that are not universally true.

Question 7

Whether a source possesses credibility is determined primarily by

Accepted Answer

The credibility of a source is primarily determined by the receiver, as it is the receiver who evaluates the source's trustworthiness, expertise, and reliability based on their own perceptions and biases.

Question 8

An ad on a cable TV channel states, "We use only genuine, certified psychics!" This claim illustrates the importance of which dimension of credibility?

Accepted Answer

The claim that the psychics are "genuine" and "certified" suggests that they have expertise in their field, making expertise the most relevant dimension of credibility in this case.

Question 9

In a political debate, a politician who keeps a cool head even when attacked by an opponent or when asked a tough question by the moderator, is exhibiting

Accepted Answer

Composure refers to the ability to remain calm and composed when faced with challenging situations. In a political debate, having composure is essential, as it reflects a sense of control and confidence, which are crucial traits for a leader.

Question 10

Which credibility dimension is synonymous with perceived caring, that is, taking a genuine interest in the listener?

Accepted Answer

Goodwill is the credibility dimension that is synonymous with perceived caring and taking a genuine interest in the listener. Trustworthiness refers to honesty and integrity, expertise is knowledge and experience, and dynamism relates to energy and enthusiasm.

Question 11

According to the most recent research by McCroskey & Teven (1999), there are ________________ primary dimensions of credibility.

Accepted Answer

McCroskey & Teven (1999) identified three primary dimensions of credibility: competence, trustworthiness, and dynamism.

Question 12

All of the following are true about credibility except

Accepted Answer

Credibility is not fixed and unchanging. It can vary depending on the situation or context, the audience or receiver, and the message or source of information. Moreover, credibility is not a fixed trait or characteristic of a person or entity, but rather a perception or judgment that others make based on various cues or signals. Therefore, credibility can be improved or undermined by various factors such as expertise, trustworthiness, likability, attractiveness, charisma, reputation, communication skills, and so on.

Question 13

Advertisements which display the "As Seen On TV" logo, or ads in the phone directory which display the Christian "Ichthys" symbol, are attempting to bolster which credibility dimension?

Accepted Answer

The use of the "As Seen On TV" logo or the Christian "Ichthys" symbol in advertisements is an attempt to strengthen the trustworthiness dimension of the advertiser's credibility. It implies that the product or service has already gained the approval of a respected authority or group, making it more trustworthy to potential customers.

Question 14

If something is forbidden, it becomes all the more desirable. This tendency, also known as "reverse psychology," is called:

Accepted Answer

Psychological reactance is the tendency to act in opposition to rules or attempts to limit our freedom, making forbidden things more desirable. This behavior occurs because individuals want to maintain their sense of control and react negatively when their control is threatened.

Question 15

In general, which primary dimensionof credibility is thought to have the greatest impact on a persuasive message?

Accepted Answer

Expertise is generally thought to have the greatest impact on a persuasive message as it establishes the speaker's knowledge and ability to speak on the topic. Trustworthiness, goodwill, and dynamism are also important dimensions of credibility, but are typically secondary to expertise.

Question 16

The primary dimensions of credibility are

Accepted Answer

The primary dimensions of credibility are expertise, trustworthiness, and goodwill. These three dimensions are considered essential in building credibility and influencing others. Expertise refers to the knowledge, skills, and experience that a person has in a particular field or subject. Trustworthiness is the perception that a person is honest, reliable, and can be trusted. Goodwill refers to the perception that a person has good intentions, is concerned about the welfare of others, and is committed to doing the right thing.

Question 17

Which of the following statements regarding credibility is false?

Accepted Answer

This statement is false because credibility can be measured through various methods such as surveys, expert evaluations, and objective assessments of sources.

Question 18

The fact that a source's credibility can change throughout a speech, a campaign, or even over a greater period of time reveals that

Accepted Answer

The fact that a source's credibility can change over time shows that credibility is dynamic, meaning it can vary and evolve based on the speaker's words and actions. This dynamic nature of credibility is important to understand when assessing the reliability of sources in various contexts.

Question 19

The issue of mindfulness is a concern when relying on self-reports because

Accepted Answer

The answer of The issue of mindfulness is a concern...

Question 20

Brands that promote efforts to save the rainforest, donate to charitable causes, are handmade, or are eco-friendly illustrate which type of attitudinal associations?

Accepted Answer

These brands illustrate brand authenticity, as they promote values and causes that align with the consumer's own values and beliefs.

Quiz 1: Why Study Persuasion