Exam 7: Attitudes and Attitude Change

How the appeal of a message and its construction affect persuasiveness is referred to as _____.

Which theory of persuasion proposes that consumers compare incoming information to their existing attitudes about a particular object or issue?

Which function of attitudes is based on the concept of reward and punishment?

From a traditional advertising perspective, the basic communication model is referred to as a _____ approach

Source credibility consists of three elements: expertise, trustworthiness, and attractiveness.

Ken is purchasing a new computer for his family. To make this purchase, he learns as much as he can understand about computers and decides which one he likes based on that information. Only then will he actually purchase a computer. According to the hierarchy of effects approach to attitudes, which hierarchy best describes Ken's actions?

In balance theory, connector relations are the relations between the observer (consumer) and the other elements in the system.

The matchup hypothesis states that a source feature is most effective when it is matched with relevant products.

All of the following are elements of the basic communication model EXCEPT _____.

Using the elaboration likelihood model (ELM), explain how advertisements that do not include explicit product attribute information can influence consumers.

_____ refer to the characteristics of the person or character delivering a message that influence persuasion.

According to the ELM model of attitude change, even if a consumer's attitude is influenced more by peripheral cues than central cues, the resulting belief or attitude change is still likely to be relatively enduring.

According to the elaboration likelihood model of persuasion, if a consumer is not involved with a message or lacks either the motivation or ability to process information the _____ route to persuasion will be followed.

According to the behavioral influence approach to persuasion, behavior change can only occur if beliefs and attitudes are changed first.

All of the following are hierarchies in the hierarchy of effects approach to attitudes EXCEPT _____.

Research suggests that high levels of fear are most effective in changing consumers' attitudes.

According to the ATO model of persuasion, marketers can attempt to change beliefs, create new beliefs about product features, or change evaluations of product attributes.

When deciding which college or university to attend, most students take into account what they think other people, such as their family and friends, think about which school they should attend. For example, a student might believe that his parents want him to attend the school they went to, so he considers that in his decision. Which model has a component that assesses the consumer's perceptions of what other people think they should do in addition to their own attitude toward specific schools?

ATTITUDE SCENARIO Consider a consumer who is contemplating an new automobile purchase. She has narrowed her decision down to two brands, Honda Accord and Ford Taurus. She has identified gas mileage, price, warranty, and styling to be important attributes to consider in her decision. Her evaluative ratings (e) for each attribute and her beliefs of how each brand performs on a given attribute (b) are given below: -Refer to Attitude Scenario. This consumer saw an advertisement for Ford Taurus touting its "sleek, contemporary" styling. According to social judgment theory, what is likely to happen when this consumer sees this message?

According to social judgment theory, a consumer's latitude of acceptance and latitude of rejection around his or her initial attitude will determine whether a message will change his or her attitude.