Exam 8: Attitudes and Persuasive Communication

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.

The ________ route to persuasion is taken when the receiver is not really motivated to think about the arguments made in a communication message.

________ 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.

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

The psychological principle of reciprocity is at work when we take into account what others do before we decide what to do.

Which of the following general attitude functions is most closely related to the basic principles of reward and punishment?

When Jillian Jones is confronted with inconsistencies about a purchase, she is feeling cognitive dissonance.

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

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.

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?

Explain the ego-defensive function.

________ acknowledges that marketers will be more successful when they communicate with consumers who have already agreed to listen to them.

A component of a hierarchy of effects is ________.

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

The Geico Gecko, Tony the Tiger and the Allstate Mayhem Man are examples of spokescharacters.

According to the functional theory of attitudes, attitudes exist because they are hereditary.

The communications model requires a source and a message, but receivers of the message are not part of the model.

In the standard learning hierarchy model, attitude is based on behavioral learning processes.

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

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.