Exam 8: Attitudes and Persuasive Communication

Despite improvements to the Fishbein model,all of the following are considered obstacles to predicting behavior using this model EXCEPT which one?

________ 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.

Explain the principle of cognitive consistency.

According to the two-factor theory,the net effect of being exposed repeatedly to the same message is a combination of ________.

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.

Compare and contrast the uses of the emotional appeals of sex,humor,and fear in advertising.What are the strengths and weaknesses of each?

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

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?

Which of the following theories measures attitude toward the act of buying,rather than only the attitude toward the product itself?

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.

What is source credibility and does source credibility affect attitude change?

Describe each component of the ABC model.

Attitudes only serve one function at a time.This is what makes them easy to study and chart.

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

Humorous ads receive attention,but many times the humor distracts from the promotional message.

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

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?

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

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.

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.