Exam 8: Attitudes and Persuasive Communication

The two-factor theory explains the fine line between ________.

Which statement best explains the research findings about using two-sided messages to communicate with consumers?

Which attitude function relates to the consumer's self-concept or central values?

When a company selects a celebrity to endorse its product how is it determined that they have chosen the right celebrity?

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

How strongly or weakly a consumer is committed to a specific attitude relates to the level of involvement he or she has with the attitude object (Ao). Describe the strength of commitment involved in each of the following and give an example: • Compliance • Identification • Internalization

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 metaphor places two dissimilar objects into a close relationship such that "A is B," whereas a simile compares two objects, "A is like B."

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.

Researchers have added to the original Fishbein multiattribute model. The name of this extended-Fishbein model is the ________.

Identify the elements of balance theory. Discuss possible interaction effects between unit relation and sentiment relation and how they can be applied to a marketing strategy.

Psychologist David Katz developed the ________ of attitudes.

Describe each component of the ABC model.

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(n) ________ is a lasting, general evaluation of people (including oneself), objects, advertisements, or issues.

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?

Salient beliefs are a component of the Fishbein model.

A component of the ABC model of attitude is ________.

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

The Elaboration Likelihood Model (ELM) assumes that, under conditions of high involvement, we take the peripheral to persuasion. Under conditions of low involvement, we take a central route instead.