Question 1

When an endorser's public persona is projected onto a brand, the brand's image is incorporated into the consumer's self-concept. This view is based upon

Accepted Answer

The meaning transfer perspective suggests that when a celebrity or endorser is associated with a brand, the meanings and characteristics they project onto the brand are transferred to the consumer. This incorporation of the brand into the consumer's self-concept is a result of this meaning transfer. Charisma, psychological reactance, and the sleeper effect are not directly related to this concept.

Question 2

The situation in which a message presented by a high credibility source becomes less persuasive over time, while a message from a low credibility source becomes more persuasive over time, is called

Accepted Answer

The situation described is known as the sleeper effect, where a message from a low credibility source becomes more persuasive over time while a message from a high credibility source becomes less effective. This can occur as people forget the source of the message but remember the content, leading them to give more credibility to the message over time.

Question 3

Over time, the characteristics of a celebrity become associated with the brands the celebrity endorses. Thus Dwayne Johnson's physical strength might "rub off" on a product, such as a Chevy pickup. This phenomenon is known as:

Accepted Answer

The phenomenon described in the question is commonly known as "meaning transfer perspective" or "meaning transfer theory." This theory suggests that the meanings associated with a celebrity (such as their personality traits, values, or physical attributes) can be transferred to the brands they endorse. This can help to enhance the credibility or attractiveness of the brand in the eyes of consumers.

Question 4

Which of the following groups of receivers would tend to rely less on credibility as a peripheral cue and more on the content or substance of a message?

Accepted Answer

Students at the college where the tuition hike is being considered would be more invested in the content of the message as it directly affects them, and their decision-making is less likely to be influenced by credibility cues. Alumni and faculty may have more pre-existing biases or credibility perceptions of the college administration, which could impact their reliance on credibility in their processing of the message. Students at a different college would likely have less involvement and therefore less motivation to process the message in depth.

Question 5

Credibility tends to exert a greater influence on receivers when

Accepted Answer

Credibility has a greater impact on receivers when their involvement is low because they are less likely to engage in detailed processing of the message and more likely to rely on heuristics or shortcuts, such as the perceived credibility of the source.

Question 6

Finn was asked to speak to college students about his own experience in the university's "Study Abroad" program. His monotone voice and unenthusiastic delivery style, however, cause listeners to tune out. Finn's loss of credibility can best be attributed to

Accepted Answer

Finn's loss of credibility can be attributed to not matching his level of dynamism to the demands of the situation. In this case, he was speaking to college students who likely prefer a more lively and engaging speaker. Finn's monotone voice and unenthusiastic delivery style were not able to capture the attention of his audience and deliver the content effectively.

Question 7

Fatima is an opera singer. She is well known and popular among older folks. She has just been chosen as the celebrity endorser for a brand of menthol cough drops. Her selection is based upon

Accepted Answer

The match-up hypothesis suggests that the effectiveness of an endorser is dependent on the match between the product and the endorser's image. In this case, since Fatima is an opera singer and is popular among older folks, her selection as the celebrity endorser for menthol cough drops appears to be a good match-up between the product and her image.

Question 8

Lucy, a doctor, is trying to get one of her dangerously obese patients to exercise more. According to Reinforcement Expectancy Theory, which of the following messages would be best for Lucy to use?

Accepted Answer

According to Reinforcement Expectancy Theory, people are more likely to engage in a behavior if they believe it will lead to a desired outcome. In this case, emphasizing the positive benefits of exercising, such as improved health and feeling good, is more likely to motivate the patient to exercise than using fear tactics or negative reinforcement. Option C is the only message that emphasizes the positive benefits of exercising, making it the best choice.

Question 9

Which of the following is not appropriate advice for enhancing credibility?

Accepted Answer

Engaging in a powerless style of communication, such as using hesitant or uncertain language, may actually decrease credibility. It is important to maintain a confident and assertive speaking style while still being open to feedback and inquiry.

Question 10

According to Reinforcement Expectancy Theory,

Accepted Answer

Reinforcement Expectancy Theory suggests that individuals are more likely to engage in a behavior if they believe it will result in a positive outcome. Therefore, female doctors who use positive strategies are likely to be more persuasive to patients than those who use aversive strategies, violate patients' expectations for appropriateness, or are male.

Question 11

Which of the following decreases children's vulnerability to being persuaded by television advertisements?

Accepted Answer

Family interaction that focuses on looking at ads critically is the best choice as it offers children the skills and knowledge needed to scrutinize and judge the messages conveyed in advertisements, rather than accepting them without question. Repeated exposure to ads can, in fact, increase children's vulnerability to persuasion, while peer pressure may not directly influence their vulnerability to advertisements.

Question 12

One reason why many companies have begun to rely on fictional spokespersons is that

Accepted Answer

Fictional spokespersons won't become embroiled in a scandal, which is a significant advantage for companies looking to maintain a consistent and uncontroversial brand image.

Question 13

According to Gass & Seiter, companies use ________________ to enhance their credibility.

Accepted Answer

Image restoration techniques are used by companies to enhance their credibility. These techniques involve apologizing, expressing regret or sympathy, accepting responsibility, and proposing a solution to the problem to restore their damaged image.

Question 14

Bessie looks up to her older sister, Mallory, as a role model. One day, Bessie sees Mallory smoking a cigarette. Mallory is embarrassed and engages in facework to restore her face in Bessie's eyes. Which concept best illustrates her attempt to manage her self-image?

Accepted Answer

Impression management theory refers to the process of actively managing one's self-image in order to influence others' perception of them. Mallory's embarrassment and attempts to restore her face in Bessie's eyes after being caught smoking illustrate her engagement in impression management. The sleeper effect refers to the phenomenon where a message from a low-credibility source becomes more persuasive over time. The match-up hypothesis suggests that a celebrity spokesperson will be more effective if they are perceived as a good match for the product they are endorsing. The halo effect refers to the tendency of people to assume that someone who is good at one thing is also good at other things.

Question 15

When experts in one field are assumed to be experts in new and unrelated fields, which of the following "effects" has taken place?

Accepted Answer

The Halo Effect is a cognitive bias in which a positive or negative trait of a person is used to make an overall judgment about that person. In this case, the assumption that an expert in one field is an expert in another unrelated field is an example of the Halo Effect, where the positive traits associated with their expertise in one area are extended to assume expertise in another area.

Question 16

Which of the following statements regarding an absolute sleeper effect is most accurate?

Accepted Answer

The absolute sleeper effect can be created in controlled laboratory settings, but reproducing it in real-life situations is challenging due to the complexity of real-world variables.

Question 17

Males tend to be more persuasive than females, partly because

Accepted Answer

Audience stereotypes often provide males with more options for influence strategies, such as being assertive and forceful, which can make them appear more persuasive. This does not mean that males are inherently more skilled at persuasion or that females are less assertive or forceful in their attempts to be persuasive. Additionally, there is no evidence to suggest that the influence tactics of males receive more scrutiny than those of females.

Question 18

Which strategy below is most advisable for increasing one's credibility?

Accepted Answer

Identifying a source's qualifications prior to presenting information from that source increases one's credibility by demonstrating that the information is reliable and comes from a credible source. A) Emphasizing differences can create distance and alienate listeners. B) Spontaneity may lead to errors and lack of preparation can decrease credibility. C) Always adopting a formal language style may create a barrier between the speaker and the audience.

Question 19

Marla tries to smooth problems between members of her team so that no one will appear foolish. This is an example of

Accepted Answer

Marla's actions reflect facework, which involves managing one's own and others' public image in a given social setting. By trying to prevent team members from appearing foolish, she is trying to maintain their positive face and avoid embarrassment.

Question 20

A discounting cue prompts receivers to

Accepted Answer

A discounting cue refers to any information that suggests that the message source may have ulterior motives or be biased. This can cause the receiver to ignore or underestimate the message, making B the best choice. The other options (accepting the message after sleeping on it, withholding judgment, engaging in counterattitudinal arguing) are not necessarily related to discounting cues.

Quiz 1: Why Study Persuasion