chapter 8 - attitudes and persuasion

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

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

a rational appeal

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

attractiveness

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

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

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

internalization

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

utilitarian function

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

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

attitudes facilitate social behaviors

Psychologist David Katz developed the ________ of attitudes.

functional theory

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

halo effect

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 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

A component of a hierarchy of effects is ________.

non-experiential hierarchy

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

self-perception theory

________ is the first element in the traditional communications model.

source

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

source credibility

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

Which of the following theories measures attitude toward the act of buying, rather than only the attitude toward 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 theory of message communication is the agency trying to use for in its proposal for Bayer aspirin?

the two-factory theory

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

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

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-factory theory

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

balance theory

________ 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

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

compliance

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

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

value-expressive