Chapter 8 Consumer

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

Comparative advertising

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

attitude

Source ________ refers to the perceived social value of a message source.

attractiveness

A communicator's expertise, objectivity and trustworthiness refer to ________.

source credibility

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

Psychologist David Katz developed the ________ of attitudes.

functional theory

One element in the muliattribute attitude model is ________.

beliefs

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

peripheral

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 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

Since Janie is seen as a beautiful female, many friends also perceive her to be smarter, cooler, and happier. These assumptions illustrate ________.

the "halo effect"

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 theory of message communication is the agency trying to use for in its proposal for Bayer aspirin?

the two-factory theory

The ________ states when a person is confronted with inconsistencies among attitude or behavior, he/she will take action to restore consistency.

theory of cognitive dissonance

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

Which of the following theories measures attitude toward the act of buying, rather than only the attitude toward the product itself?

theory of reasoned action

Which of the following general attitude functions is most closely related to the basic principles of reward and punishment?

utilitarian function

A component of a hierarchy of effects is ________.

all of the above

A component of the ABC model of attitude is ________.

all of the above

________ is a lasting, general evaluation of people, objects, advertisements, or issues.

An attitude

What does the sleeper effect suggest about source credibility?

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

________ occurs when people appear to "forget" about the negative source and change their attitude.

The sleeper effect

Which statement best explains the research findings about 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 has 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

Emphasizing the negative consequences that may occur unless a consumer changes behavior is called ________.

a fear appeal

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

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

compliance

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

Which attitude function relates to the consumer's self-concept or central values?

value-expressive

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 his approach will have a greater likelihood of success with his friend.

two-sided

________ considers how people perceive relations among different attitude objects, and how they alter their attitudes to remain consistent.

Balance theory

Do sex-related ads work?

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

________ acknowledges that marketers will be more successful when they communicate with consumers who have already agreed to listen to them.

Permission marketing

________ is the first element in the traditional communications model.

Source

A marketing study found that respondents believed that a dark-haired model would be more effective in selling gold jewelry than a blond-haired celebrity would if the dark-haired celebrity 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.

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

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

attitudes facilitate social behaviors

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

According to the ________ hierarchy of effects, 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

The two-factor theory explains the fine line between ________.

familiarity and boredom

When Sally sees an ad in a newspaper about a particular product, goes to the store, reviews the actual product offer in the store, rejects the product, and tells the salesperson why she did not buy the product, she is providing ________ in the communications model established by the store.

feedback

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

halo effect

All multiattribute attitude models specify the importance of attributes, beliefs, and ________.

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

The ________ hierarchy of effects 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