MKTG 371 CH. 8
) Do sex-related ads work? A) Overall, the use of a strong sexual appeal is not very well received. B) Strong sexual appeals consistently outperform all other types of appeal. C) Sexual images are most effective when they attempt to "trick" the consumer into paying attention. D) There is no data to answer the question.
A
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 ________. A) stresses a unique attribute of benefit of the product B) employs a sexual symbol or suggestion C) provides specific price information D) features a credible spokesperson
A
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). A) experiential B) habitual C) low-involvement D) standard learning
A
Despite improvements to the Fishbein model, all of the following are considered obstacles to predicting behavior using this model EXCEPT which one? A) The model has relatively weak theorems about attitudes. B) The model deals with actual behavior, not with the outcomes of behavior. C) Some behavioral outcomes are beyond the consumer's control. D) Measures of attitude often do not correspond to the behavior they are supposed to predict.
A
Emphasizing the negative consequences that may occur unless a consumer changes behavior is called ________. A) a fear appeal B) a rational appeal C) social marketing D) comparative marketing
A
M-commerce most likely takes place through ________. A) cell phones B) billboards C) radio satellite D) televisions
A
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? A) Supportive arguments B) Two-sided message C) Refutational arguments D) Reporting bias
A
Physically attractive people are perceived as smarter, cooler, and happier than average people. These perceptions are a result of the ________. A) halo effect B) principle of cognitive dissonance C) balance theory D) self-perception theory
A
Researchers agree that there are various levels of commitment to an attitude. The highest level of involvement is ________. A) internalization B) identification C) compliance D) actualization
A
Since Janie is seen as a beautiful female, many friends also perceive her to be smarter, cooler, and happier. These assumptions illustrate ________. A) the "halo effect" B) the "beauty" factor C) cultural meanings D) the "sleeper effect"
A
The ________ function of attitudes applies when a person is in an ambiguous situation and needs order, structure, or meaning. A) knowledge B) utilitarian C) value-expressive D) ego-defensive
A
The balance theory perspective involves relations among three elements (a triad). Which of the following is one of the elements of the triad? A) A person and his or her perceptions B) The marketer and its strategy of image building C) A person's beliefs D) Subconscious motives
A
Which of the following general attitude functions is most closely related to the basic principles of reward and punishment? A) Utilitarian function B) Value-expressive function C) Ego-defensive function D) Knowledge function
A
Which theory of attitudes states that people are motivated to take action to resolve inconsistencies between attitudes and behaviors? A) Theory of cognitive dissonance B) Self-perception theory C) Social judgement theory D) Balance theory
A
________ is the first element in the traditional communications model. A) Source B) Media C) Receiver D) Noise
A
Which attitude function is associated with a focus on particular social identities and lifestyles (e.g., "What sort of man reads Playboy?")? A) Utilitarian B) Value-expressive C) Ego-defensive D) Knowledge
B
Which of the following theories measures attitude toward the act of buying, rather than only the attitude toward the product itself? A) The theory of cognitive dissonance B) The theory of reasoned action C) The balance theory D) The theory of trying
B
________ occurs when people appear to "forget" about the negative source and change their attitude. A) Halo effect B) The sleeper effect C) Native advertising D) Sock puppeting
B
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? A) Celebrities should be attractive, but not too attractive. B) The celebrity's image should match that of the product, and blond-haired models are too common for the exclusive image of gold. C) The celebrity's image should match that of the product and should embody cultural meaning. D) The celebrity's image should embody cultural meanings that contrast with the product's cultural stereotypic image.
C
A communicator's expertise, objectivity and trustworthiness refer to ________. A) corporate social responsibility B) ethics C) source credibility D) expert power
C
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? A) Consistency B) Authority C) Consensus D) Liking
C
The psychological principle of reciprocity is at work when we take into account what others do before we decide what to do.
FALSE
The three components of the ABC Model are affect, beliefs, and cognition.
FALSE
The two-factor theory suggests that there is no limit to the optimal number of repetitions for a message.
FALSE
Tyler told a local journalist about an upcoming astrological event, and the reporter printed the information in the newspaper the next day. A local college professor who specializes in astrophysics said the newspaper story had numerous inaccuracies and was "penned by an amateur." In this case, Tyler and the journalist created a situation in which reporting bias has occurred.
FALSE
Double-Dip makes ice cream. The only advantage Double-Dip has over its competitors is taste. Double-Dip costs more and has more calories per unit weight. Promotions for Double-Dip should emphasize the experiential hierarchy of the ABC model of attitudes.
TRUE
Gasoline is the only commonly purchased product that is priced down to a fraction of a cent. This is the case because buying gasoline is a low-involvement activity, which makes point-of-purchase factors more important.
TRUE
Humorous ads receive attention, but many times the humor distracts from the promotional message.
TRUE
Researchers agree that there are various levels of commitment to an attitude. The lowest form of involvement is ________. A) identification B) compliance C) internalization D) commitment
B
Researchers have added to the original Fishbein multiattribute model. The name of this extended-Fishbein model is the ________. A) linked Fishbein model B) theory of reasoned action C) Phillips approach D) subjective norm model
B
) It is impossible for a person to hold two contradictory attitudes toward the same object.
FALSE
According to the elaboration likelihood model, marketers of a low-involvement product must first change attitudes before customers are likely to purchase their product.
FALSE
According to the functional theory of attitudes, attitudes exist because they are hereditary.
FALSE
Attitudes only serve one function at a time. This is what makes them easy to study and chart.
FALSE
In the standard learning hierarchy model, attitude is based on behavioral learning processes.
FALSE
Roxanne is one of Canada's top female models. Because of her beauty, most of Roxanne's admirers also assume that is intelligent, wealthy, and happy with her life. This is an example of the social adaptation perspective.
FALSE
Balance theory helps explain why consumers like being linked to positively valued objects.
TRUE
In general, when the source of a message is perceived as attractive, the message will be more effectively communicated.
TRUE
The utilitarian function relates to the basic principles of reward and punishment.
TRUE
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 ________. A) metaphor B) simile C) allegory D) resonance
D
Salient beliefs are a component of the Fishbein model.
TRUE
According to the two-factor theory, the net effect of being exposed repeatedly to the same message is a combination of ________. A) argument and counter-argument B) learning and tedium C) compliance and non-compliance D) affect and cognition
B
Some theorists have proposed a model that focuses on studying consumer goals as a way to explore attitude formation. According to this model, what consumers believe they have to do to attain their goals would also be part of any evaluation of attitudes. Which of the following theories would be most closely linked to the statements above? A) theory of reasoned action B) theory of trying C) theory of direct response D) rejection theory
B
Source ________ refers to the perceived social value of a message source. A) valence B) attractiveness C) class D) hierarchy
B
The ________ route to persuasion is taken when the receiver is not really motivated to think about the arguments made in a communication message. A) central B) peripheral C) dual D) subconscious
B
The functional theory of attitudes was initially developed to explain how ________. A) people identify with products B) attitudes facilitate social behaviors C) attitudes are learned from family and friends D) attitudes change over an individual's lifetime
B
The source of a message has an impact on whether the message will be accepted or not. Two particularly important source characteristics are ________. A) culture and ethnicity B) credibility and attractiveness C) credibility and recency D) attractiveness and recency
B
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. A) supportive B) low-involvement C) two-sided D) refutational
C
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? A) The trait-factor theory B) The balanced communication theory C) The two-factory theory D) The theory of reasoned action
C
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. A) experiential B) habitual C) low-involvement D) standard learning
C
Which statement best explains the research findings about using two-sided messages to communicate with consumers? A) Two-sided messages are widely used and are very effective in reaching target audiences. B) Two-sided messages are cost-prohibitive. C) Two-sided messages can be quite effective, yet marketers rarely use them. D) Two-sided messages are no different from one-sided messages and are used equally by marketers.
C
________ considers how people perceive relations among different attitude objects, and how they alter their attitudes to remain consistent. A) Social judgement theory B) Foot-in-the-door theory C) Balance theory D) Rejection theory
C
________ is a lasting, general evaluation of people, objects, advertisements, or issues. A) An object B) A power C) An attitude D) An image
C
________ 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. A) Cognitive differentiation B) Emotional appeal C) Comparative advertising D) Conclusion advertising
C
) 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) A parallel route B) A peripheral route C) A circular route D) A central route
D
) Psychologist David Katz developed the ________ of attitudes. A) clinical theory B) classical theory C) neoclassical theory D) functional theory
D
A component of a hierarchy of effects is ________. A) non-experiential hierarchy B) standard learning hierarchy C) high involvement hierarchy D) all of the above
D
A component of the ABC model of attitude is ________. A) behavior B) cognition C) affect D) all of the above
D
A(n) ________ is a lasting, general evaluation of people (including oneself), objects, advertisements, or issues. A) principle B) belief C) personality trait D) attitude
D
All multiattribute attitude models specify the importance of attributes, beliefs, and ________. A) action variables B) motivations C) regency of events D) importance weights
D
One element in the muliattribute attitude model is ________. A) evaluations B) salient beliefs C) object-attribute linkage D) beliefs
D
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? A) Compliance B) Identification C) Information acquisition D) Internalization
D
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. A) balance theory B) repetition theory C) halo theory D) two-factor theory
D
What does the sleeper effect suggest about source credibility? A) If a receiver is not paying attention, a message cannot be effective. B) Many people can learn the important parts of a message even when asleep. C) The effectiveness of a message will increase over time. D) The effectiveness of positive sources over less positive sources can be erased over time
D
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. A) noise B) a message C) media forms D) feedback
D
________ acknowledges that marketers will be more successful when they communicate with consumers who have already agreed to listen to them. A) Authorized marketing B) Reach marketing C) Target marketing D) Permission marketing
D
________ states when a person is confronted with inconsistencies among attitude or behavior, he/she will take action to restore consistency. A) Theory of attitude B) Theory of consistency C) Theory of commitment D) Theory of cognitive dissonance
D
) A story about an abstract trait or concept that advertisers tell in context of a person, animal, vegetable, or object is called a metaphor.
FALSE
The communications model requires a source and a message, but receivers of the message are not part of the model.
FALSE
The object of an attitude (Ao) can be an object or an issue, but not a person.
FALSE
Identification occurs when we form an attitude to conform to another person's or group's expectations.
TRUE
Jason believes that wearing a coat and tie suggests that he is a man who is "dressed for success." Therefore, Jason dresses formally even in class and for casual occasions. Jason is basing this decision on the cognition part of the ABC model of attitudes
TRUE
Justin is in charge of promoting a product that most customers perceive as a low-involvement product. He created a TV ad and aired it repeatedly. His colleague Beth questioned his strategy, saying that the repetition would create a negative reaction to the product. According to the mere exposure phenomenon, Beth is likely to be proven wrong.
TRUE
The Geico Gecko, Tony the Tiger and the Allstate Mayhem Man are examples of spokescharacters.
TRUE
The Smith Company used after-sale interviews with its customers to examine how well the customers were served by the sales and service staff of the company. When the Smith Company follows this procedure, the company is attempting to use feedback as a means to improve communications.
TRUE
The traditional communication model that regards a broadcast message as perishable doesn't work as well with narrowcasting as it does with broadcasting.
TRUE
When Jillian Jones is confronted with inconsistencies about a purchase, she is feeling cognitive dissonance.
TRUE
