Exam 8: Attitudes and Persuasion

An anti-smoking campaign showed autopsies of people who died of lung cancer. The campaign seemed to have no effect on the rate that teenagers took up smoking. Why?

Which theory of attitudes assumes that people assimilate new information about attitude objects in light of what they already know and feel, using an initial attitude as a frame of reference to categorize new information?

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

The functional theory of attitudes was initially developed to explain how ________.

Which theory of attitudes assumes that people use observations of their own behavior to determine what their attitudes are?

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

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 ________.

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

Most messages merely present one or more positive attributes about a product or reasons to buy it. Which of the following best describes this approach to communicating a message?

A cola drink is preferred by a segment of cola drinkers, but the same segment almost always picks another cola brand in blind taste tests. The attitude formation for this product reflects the value-expressive function more than the utilitarian function.

According to the ________ hierarchy, the consumer considers purchases based on an attitude of hedonic consumption (such as how the product makes him or her feel or the fun its use will provide).

According to the definition given in the text, the object of an attitude (Ao) can be an object, but not a person.

Which theory of attitudes states that people are motivated to take action to resolve inconsistencies between attitudes and behaviors?

Source ________ refers to the message source's perceived social value.

The theory of cognitive dissonance is based on the ________.

Andy Wilcox was running for mayor. His campaign manager asked people to put a small pro-Wilcox sign in their yards. Later, the manager called the same people and asked if a larger sign could be placed in their yards. He was rarely turned down. This is an example of the foot-in-the-door technique.

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

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

The two-factor theory suggests that there is no limit to the optimal number of repetitions for a message.

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