Exam 8: Attitudes and Persuasion

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 this approach will have a greater likelihood of success with his friend.

Why should marketers be aware of consumers' cognitive consistency and cognitive dissonance? How can dissonance be reduced? Use the post-purchase behavior of a customer as an example.

Researchers agree that there are various levels of commitment to an attitude. The highest level of involvement is ________.

The Smith Company uses after-sale interviews with its customers to examine how well the customers were served by the sales and service staff of the company. When the Smith Company follows this procedure, the company is attempting to use feedback as a means to improve communications.

The World Gold Council recently launched the "Lost Ring Hunt" with a billboard in Times Square announcing that a woman lost her gold wedding band. Viewers of the ad are encouraged to follow Twitter to discover clues that will help them find the lost ring. The first person to identify the location of the ring will win a cash prize and a trip to New York City. The "Lost Ring Hunt" is an example of a(n) ________.

Balance theory helps explain why consumers like being linked to positively valued objects.

In general, when the source of a message is perceived as attractive, the message will be more effectively communicated.

Why have multiattribute attitude models become so popular among marketing researchers? What three elements are specified in such models?

Simi Ghandi is never quite sure which brand of gum to buy. She tries some, likes some, and rejects some. However, through a process of behavioral learning she does remember those brands that taste good and make her mouth feel fresh. The problem is that she cannot often remember the brands that are not so good and often repeats purchasing mistakes. "Oh well," says Simi, "gum buying is not that big of a deal anyway." Which of the following hierarchies would best describe Simi's situation?

Elizabeth created a print ad in which the coach of a football team was shown standing out in the middle of a hay field. The text read, "UNR's Coach Roberts . . . outstanding in his field." Elizabeth was using a literary device called ________.

Public hearings are being held to discuss whether a new nuclear power plant should be built. An expert on nuclear plants testifies that modern safeguards make the plant secure from dangerous accidents. A local woman states that she knows nothing about nuclear power, but the idea of having a plant nearby frightens her and her children. Which of the two parties has the most immediate ability to change attitudes of the audience? Considering the sleeper effect, what will likely happen over time?

One of the key characteristics of a source is credibility. What is source credibility and how can it affect attitude change?

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

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.

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

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

The elaboration likelihood model assumes that under conditions of high-involvement processing, the consumer normally takes what is called the peripheral route to persuasion.

In the communications model, the element in which the message originates is the ________.

What is the elaboration-likelihood model of persuasion? Describe and discuss its features. What are the implications of the ELM for marketing promotions?

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 of the following theories of message communication is the agency trying to account for in its proposal for Bayer Aspirin?