Exam 8: Attitudes and Persuasive Communication

A component of the ABC model of attitude is ________.

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

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.

An anti-smoking campaign that showed autopsies of people who died of lung cancer had no effect on the rate that teenagers took up smoking.Why do you think the campaign was ineffective?

Identification occurs when we form an attitude to conform to another person's or group's expectations.

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?

One element in the muliattribute attitude model is ________.

Retail stores put a number of items in the aisles leading to the checkout station.These are placed there to remind customers of things they may have overlooked,or to show products that customers may not have thought of buying until they are seen.Retailers know that some items are purchased on impulse.In other words,the customer simply sees a product and purchases it.Create a fourth hierarchy of effects that would combine the three components of the ABC model when a product is selected on impulse.

Discuss the low-involvement hierarchy of effects.

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.

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.

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

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

A component of a hierarchy of effects is ________.

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

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 ________.

Both the Fishbein model and the extended Fishbein model attempt to measure the influence of attitudes.What was the flaw in the original model and what was added in the extended model to correct this flaw?

The utilitarian function relates to the basic principles of reward and punishment.

Why have multiattribute attitude models become so popular among marketing researchers? What three elements are specified in such models?

Explain the term "persuasion."