Exam 8: Attitudes and Persuasive Communication

Roger was really angry when Coca-Cola attempted to switch from its older formula to New Coke. He wrote letters to Coca-Cola, talked to friends, called the local bottler, attempted to hoard "old Coke," and complained to the local grocery store manager. In this example, which degree of commitment would be most closely associated with Roger and his attitudes?

The object of an attitude (Ao) can be an object or an issue, but not a person.

The traditional communication model that regards a broadcast message as perishable doesn't work as well with narrowcasting as it does with broadcasting.

The three components of the ABC model are affect, behavior, and cognition.

A company wants to persuade a customer to buy its products. If the consumer has a high degree of involvement with products that are sold by the company, what route to persuasion will the company most likely take?

Do sex-related ads work?

What does the sleeper effect suggest about source credibility?

It is possible for a person to hold two contradictory attitudes toward the same object.

The source of a message has an impact on whether the message will be accepted or not. Two particularly important source characteristics are ________.

Explain the term "persuasion."

One element in the muliattribute attitude model is ________.

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

Discuss the low-involvement hierarchy of effects.

Since Janie is seen as a beautiful female, many friends also perceive her to be smarter, cooler, and happier. These assumptions illustrate ________.

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

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

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.

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.

The ________ function of attitudes applies when a person is in an ambiguous situation and needs order, structure, or meaning.

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?