Consumer Behavior - WK 8 Quiz 7
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) a central route B) a circular route C) a parallel route D) a peripheral route
A) a central route
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. A) two-sided B) supportive C) low-involvement D) refutational
A) two-sided
Which statement best explains the research findings about using two-sided messages to communicate with consumers? A: Two-sided messages can be quite effective, yet marketers rarely use them. B: two-sided messages are no different from one-sided messages & are used equally by marketers. C: two-sided messages are cost-prohibitive. D: two-sided messages are widely used & are very effective in reaching target audiences.
A: Two-sided messages can be quite effective, yet marketers rarely use them.
The Berry & Dale ad 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 theory of message communication is the agency trying to use for in its proposal for Bayer aspirin? A: two-factory theory B: The balanced communication theory C: The trait-factor theory D: The theory of reasoned action
A: two-factory theory
Since Janie is seen as a beautiful female, many friends also perceive her to be smarter, cooler, & happier. These assumptions illustrate _______. A: the "beauty" factor B: the "hallo effect" C: cultural meanings D: the "sleeper effect"
B: the "hallo effect"
