Chapter 8 Studyset
The two-factor theory suggests that there is no limit to the optimal number of repetitions for a message. A) True B) False
False
____________ acknowledges that marketers will be more successful when they communicate with consumers who have already agreed to listen to them. A) Permission Marketing B) Authorized Marketing C) Reach Marketing D) Target Marketing
Permission Marketing
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) countervailing arguments C) refutational arguments D) direct arguments
Supportive Arguments
_____ 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
Theory of Cognitive Dissonance
Emphasizing the negative consequences that may occur unless a consumer changes behavior is called ________. A) Social Marketing B) Comparative Marketing C) A Fear Appeal D) A Rational Appeal
A Fear Appeal
A component of the ABC model of attitude is _____. A) Affect B) Behavior C) Cognition D) All of the above
All of the above
The _____ function of attitudes applies when a person is in an ambiguous situation and needs order, structure, or meaning. A) Utilitarian B) Ego-defensive C) Value-expressive D) Knowledge
Knowledge
According to the two-factor theory, the net effect of being exposed repeatedly to the same message is a combination of ___________. A) Learning & Tedium B) Affect & Cognition C) Argument & Counter-Argument D) Compliance & Non-Compliance
Learning & Tedium
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
Two-Factor Theory
Which of the following general attitude functions is most clearly related to the basic principles of reward and punishment? A) Utilitarian Function B) Ego-defensive Function C) Knowledge Function D) Value-expressive Function
Utilitarian Function
