Chapter 11 Kahoot

Feelings or emotional reactions to an object reflect the ________ component of an attitude.

affective

Madeline has a(n) ________ toward Regular Coke, whereby she simultaneously really likes the taste but also is really negative about the brand because it has high calories.

ambivalent attitude

A learned predisposition to respond in a consistently favorable or unfavorable manner with respect to a given object is known as a(n) ________.

attitude

Caleb learned from his parents that littering was bad, so when he sees someone doing it, he forms an unfavorable impression of that person. Caleb's learned predisposition to dislike someone who litters represents his ________

attitude

Which component of attitude represents one's tendency to respond in a certain manner toward an object or activity?

behavioral

Which of the following is NOT a way emotional ads may enhance persuasion?\

by increasing liking of the ad, by increasing attention of the ad and, therefore, ad recall, and by increasing product liking through classical conditioning

Mitch likes Toyota automobiles because he thinks they have the highest reliability of all automobiles. His belief about Toyota's reliability represents which component of Mitch's attitude?

cognitive

Which type of ad directly compares the features or benefits of two or more brands?

comparative ad

Which type of ad is designed primarily to elicit a positive affective response rather than to provide information or arguments?

emotional ad

Which type of appeal uses the threat of negative (unpleasant) consequence if attitudes or behaviors are not altered?

fear appeals

Appeal characteristics represent ________ a message is communicated

how

Which of the following is used to understand a consumer's cognitive component of attitude?

multiattribute attitude model

Advertisements or sales messages in which only one point of view is expressed are referred to as ________.

one-sided messages

Which of the following occurs when a company provides financial support for an event such as the Olympics or a concert?

sponsorship

In which type of ad does a person, generally a typical member of the target market, recount his or her successful use of the product, service, or idea?

testimonial ad

How does mere exposure enhance attitudes?

through enhanced familiarity

Which type of advertisement or sales presentation presents both good and bad points?

two-sided message

Which type of appeal involves informing the consumer of one or more functional benefits that are important to the target market?

utilitarian appeal

The source of a communication represents ________

"who" delivers the message

________ refers to presenting one of two equivalent value outcomes either in positive or gain terms or in negative or loss terms

Message framing

________ consists of trustworthiness and expertise.

Source credibility