MKTG 371 Quiz Ch 8
The communications model requires a source and a message, but receivers of the message are not part of the model. True / False
False
________ considers how people perceive relations among different attitude objects, and how they alter their attitudes to remain consistent. Balance theory Foot-in-the-door theory Social judgement theory Rejection theory
Balance theory
The two-factor theory suggests that there is no limit to the optimal number of repetitions for a message. True / False
False
The two-factor theory suggests that there is no limit to the optimal number of repetitions for a message. True / False
False
________ is the first element in the traditional communications model. Media Receiver Source Noise
Source
A(n) ________ is a lasting, general evaluation of people (including oneself), objects, advertisements, or issues. attitude belief principle personality trait
attitude
Researchers agree that there are various levels of commitment to an attitude. The lowest form of involvement is ________. identification compliance internalization commitment
compliance
Researchers have added to the original Fishbein multiattribute model. The name of this extended-Fishbein model is the ________. G Phillips approach theory of reasoned action subjective norm model linked Fishbein model
theory of reasoned action
________ states when a person is confronted with inconsistencies among attitude or behavior, he/she will take action to restore consistency. Theory of attitude Theory of commitment Theory of consistency Theory of cognitive dissonance
Theory of cognitive dissonance
________ acknowledges that marketers will be more successful when they communicate with consumers who have already agreed to listen to them. Permission marketing Reach marketing Authorized marketing Target marketing
Permission marketing
Humorous ads receive attention, but many times the humor distracts from the promotional message. True / False
True
Salient beliefs are a component of the Fishbein model. True / False
True
Salient beliefs are a component of the Fishbein model. True / False
True
Which of the following general attitude functions is most closely related to the basic principles of reward and punishment? Ego-defensive function Utilitarian function Value-expressive function Knowledge function
Utilitarian function
Emphasizing the negative consequences that may occur unless a consumer changes behavior is called ________. a rational appeal social marketing a fear appeal comparative marketing
a fear appeal
According to the two-factor theory, the net effect of being exposed repeatedly to the same message is a combination of ________. learning and tedium argument and counter-argument affect and cognition compliance and non-compliance
affect and cognition
A component of the ABC model of attitude is ________. affect cognition behavior all of the above
all of the above
M-commerce most likely takes place through ________. cell phones billboards televisions radio satellite
cell phones
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 low-involvement standard learning habitual
experiential
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). standard learning low-involvement experiential habitual
experiential
Researchers agree that there are various levels of commitment to an attitude. The highest level of involvement is ________. identification actualization compliance internalization
internalization
The ________ route to persuasion is taken when the receiver is not really motivated to think about the arguments made in a communication message. central subconscious dual peripheral
peripheral
The ________ route to persuasion is taken when the receiver is not really motivated to think about the arguments made in a communication message. subconscious central dual peripheral
peripheral
________ acknowledges that marketers will be more successful when they communicate with consumers who have already agreed to listen to them. Permission marketing Reach marketing Target marketing Authorized marketing
permission marketing
A communicator's expertise, objectivity and trustworthiness refer to ________. corporate social responsibility ethics source credibility expert power
source credibility
A communicator's expertise, objectivity and trustworthiness refer to ________. corporate social responsibility ethics source credibility expert power
source credibility
A communicator's expertise, objectivity and trustworthiness refer to ________. ethics expert power source credibility corporate social responsibility
source credibility
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. balance theory two-factor theory halo theory repetition theory
two-factor theory
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. balance theory repetition theory halo theory two-factor theory
two-factor theory
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. balance theory two-factor theory halo theory repetition theory
two-factor theory