CB Ch. 8

Source ________ refers to the message source's perceived social value

attractiveness

________ refers to a strategy in which a message compares two or more specifically named or recognizably presented brands and evaluates them in terms of one or more specific attributes.

Comparative advertising

Do sex-related ads work? Which of the following best answers this question?

Overall, the use of a strong sexual appeal is not very well received

A marketing study found that respondents believed that a dark-haired model would be more effective in selling gold jewelry than a blond-haired model would be if the dark-haired model was not perceived to be ethnic. What two ideas of using celebrities as communication sources are most likely to be at work here?

The celebrity's image should match that of the product and should embody cultural meaning.

What does the sleeper effect suggest about source credibility?

The effectiveness of positive sources over negative sources can be erased over time

Public hearings are being held to discuss whether a new nuclear power plant should be built. An expert on nuclear plants testifies that modern safeguards make the plant secure from dangerous accidents. A local woman states that she knows nothing about nuclear power, but the idea of having a plant nearby frightens her and her children. Which of the two parties has the most immediate ability to change attitudes of the audience? Considering the sleeper effect, what will likely happen over time?

The expert will have the most ability to change attitudes, but his influence will decrease over time as the woman's argument gains force

Despite improvements to the Fishbein model, all of the following are considered obstacles to predicting behavior using this model EXCEPT which one?

The model has relatively weak theorems about attitudes.

Do fear appeal ads work? Which of the following best answers this question?

They work if the threat is moderate and when a solution to the problem is presented.

Which of the following best describes the findings of research on using two-sided messages to communicate with consumers?

Two-sided messages can be quite effective, yet marketers rarely use them

A company wants to persuade a customer to buy its products. If the consumer is characterized as having a high degree of involvement with products that are sold by the company, what route to persuasion will the company most likely take?

a central route

The balance theory perspective involves relations among three elements (a triad). Which of the following is one of the elements of the triad?

a person and his or her perceptions

What do the "A, B, Cs" of the ABC model of attitudes stand for?

affect, behavior, and cognition

The World Gold Council recently launched the "Lost Ring Hunt" with a billboard in Times Square announcing that a woman lost her gold wedding band. Viewers of the ad are encouraged to follow Twitter to discover clues that will help them find the lost ring. The first person to identify the location of the ring will win a cash prize and a trip to New York City. The "Lost Ring Hunt" is an example of a(n) ________.

alternate reality game

A(n) ________ is a lasting, general evaluation of people (including oneself), objects, advertisements, or issues.

attitude

The functional theory of attitudes was initially developed to explain how ________.

attitudes facilitate social behavior

M-commerce most likely takes place through ________.

cell phones

According to the basic ABC model of attitudes, ________ refers to the beliefs a consumer has about an attitude object

cognition

What is the first step in the standard learning hierarchy approach?

cognition

A politician attempts to gain support for her campaign for mayor by releasing a poll showing that almost 70 percent of the city's voters support her position on property taxes. What basic psychological principle is the politician using to persuade voters that she should be the next mayor?

consensus

The source of a message has an impact on whether the message will be accepted or not. Two particularly important source characteristics are ________.

credibility and attractiveness

Elements in television commercials have positive and negative effects. Which of the following characteristics is most likely to have a positive effect?

demonstration of product in use

Kanisha is confronted with a strange set of products during her most recent visit to the cosmetics counter at her favorite department store. Urban Grunge nail polish is "hot, hot, hot" according to recent ads. Kanisha likes the idea of a new nail polish but is unsure about the image that might be projected by the dull colors of the nail polish line. With such names as Street Slime, Garbage Goo, and Trash Can, caution might be the right move. Which of the following attitude functions most closely matches Kanisha's purchase decision?

ego-defensive function

According to the ________ hierarchy, the consumer considers purchases based on an attitude of hedonic consumption (such as how the product makes him or her feel or the fun its use will provide).

experiential

Physically attractive people are perceived as smarter, cooler, and happier than average people. These perceptions are a result of a ________.

halo effect

All multiattribute attitude models specify the importance of three elements. Two of those elements are attributes and beliefs. What is the third element?

importance weights

Researchers agree that there are various levels of commitment to an attitude. The highest level of involvement is ________.

internalization

Roger was really angry when Coca-Cola attempted to switch from its older formula to New Coke. He wrote letters to Coca-Cola, talked to friends, called the local bottler, attempted to hoard "old Coke," and complained to the local grocery store manager. In this example, which degree of commitment would be most closely associated with Roger and his attitudes?

internalization

The ________ function of attitudes applies when a person is in an ambiguous situation and needs order, structure, or meaning.

knowledge

According to the two-factor theory, the net effect of being exposed repeatedly to the same message is a combination of ________.

learning and tedium

The ________ hierarchy assumes the consumer does not initially have a strong preference for one brand over another. Instead, a consumer acts on the basis of limited knowledge and then forms an evaluation only after the product has been purchased or used.

low-involvement

Simi Ghandi is never quite sure which brand of gum to buy. She tries some, likes some, and rejects some. However, through a process of behavioral learning she does remember those brands that taste good and make her mouth feel fresh. The problem is that she cannot often remember the brands that are not so good and often repeats purchasing mistakes. "Oh well," says Simi, "gum buying is not that big of a deal anyway." Which of the following hierarchies would best describe Simi's situation?

low-involvement hierarchy

The ________ route to persuasion is taken when the receiver is not really motivated to think about the arguments made in a communication message.

peripheral

What form of marketing is based on the premise that a marketer will be much more successful when he communicates with consumers who have already agreed to listen to him?

permission marketing

An active attempt to change attitudes is called ________.

persuasion

The theory of cognitive dissonance is based on the ________.

principle of cognitive consistency

Elizabeth created a print ad in which the coach of a football team was shown standing out in the middle of a hay field. The text read, "UNR's Coach Roberts . . . outstanding in his field." Elizabeth was using a literary device called ________.

resonance

According to the Fishbein model, one of the components of attitude is the ________ people have about an Ao.

salient beliefs

Which theory of attitudes assumes that people use observations of their own behavior to determine what their attitudes are?

self-perception theory

Which theory of attitudes assumes that people assimilate new information about attitude objects in light of what they already know and feel, using an initial attitude as a frame of reference to categorize new information?

social judgment theory

In the communications model, the element in which the message originates is the ________.

source

According to a major study of more than 1,000 commercials, the single most important factor in whether a commercial will be persuasive is whether the communication _______

stresses a unique attribute or benefit of the product

Most messages merely present one or more positive attributes about a product or reasons to buy it. Which of the following best describes this approach to communicating a message?

supportive arguments

Which of the following theoretical models measures attitude toward the act of buying (Aact), rather than the attitude toward only the product itself?

the theory of reasoned action

The Berry and Dale advertising agency has proposed a new campaign for Bayer Aspirin to overcome the public's tendency to "tune out" Bayer commercials. The proposed technique involves creating ten different 15-second spots that all demonstrate reasons for using Bayer Aspirin. Which of the following theories of message communication is the agency trying to account for in its proposal for Bayer Aspirin?

the two-factor theory

Which theory of attitudes states that people are motivated to take action to resolve inconsistencies between attitudes and behaviors?

theory of cognitive dissonance

Researchers have added to the original Fishbein multiattribute model. The name of this extended-Fishbein model is the ________.

theory of reasoned action

Some theorists have proposed a model that focuses on studying consumer goals as a way to explore attitude formation. According to this model, what consumers believe they have to do to attain their goals would also be part of any evaluation of attitudes. Which of the following theories would be most closely linked to the statements above?

theory of trying

The fine line between familiarity and boredom has been explained by the ________, which proposes that two separate psychological processes are operating when a person is repeatedly exposed to an ad.

two-factor theory

Rick Tuan has a unique problem. He must persuade a good friend to stop smoking. He knows that if he just says "Quit," his message will be rejected. Instead, Rick chooses to offer a ________ message in which he presents the positives and negatives of quitting smoking. He feels sure that this approach will have a greater likelihood of success with his friend.

two-sided

Which of the following attitude functions is associated with a focus on particular social identities and lifestyles (e.g., "What sort of man reads Playboy?")?

value-expressive