Exam 8: Attitudes and Persuasion

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.

Which of the following best describes the findings of research on using two-sided messages to communicate with consumers?

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

According to the two-factor theory, the net effect of being exposed repeatedly to the same message is a combination of ________.

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

Humorous ads get attention, but many times the humor distracts from the promotional message.

According to the Fishbein model, salient beliefs are those beliefs about an object that are considered during evaluation.

According to the Fishbein model, one of the components of attitude is the ________ people have about an Ao.

Elements in television commercials have positive and negative effects. Which of the following characteristics is most likely to have a positive effect?

An active attempt to change attitudes is called ________.

Most researchers agree that an attitude has three components. List and briefly describe those three components.

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

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

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?

Which of the following attitude functions is associated with a focus on particular social identities and lifestyles (e.g., "What sort of man reads Playboy?")?

The ________ hierarchy assumes the consumer does not initially have a strong preference for one brand over another. Instead, a consumer acts on the basis of limited knowledge and then forms an evaluation only after the product has been purchased or used.

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

Attitude researchers have developed the concept of a hierarchy of effects to explain ways to study attitudes and their formation. List and briefly describe each of the three hierarchies that were presented in the chapter. Be explicit with your description.