Exam 8: Attitudes and Persuasive Communication

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

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

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

Justin is in charge of promoting a product that most customers perceive as a low-involvement product. He created a TV ad and aired it repeatedly. His colleague Beth questioned his strategy, saying that the repetition would create a negative reaction to the product. According to the mere exposure phenomenon, Beth is likely to be proven wrong.

Explain the ego-defensive function.

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

Emphasizing the negative consequences that may occur unless a consumer changes behavior is called ________.

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

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

________ acknowledges that marketers will be more successful when they communicate with consumers who have already agreed to listen to them.

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.

Explain the term "persuasion."

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?

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?

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 ________.

According to the elaboration likelihood model, marketers of a low-involvement product must first change attitudes before customers are likely to purchase their product.

A component of the ABC model of attitude is ________.

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.

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

________ refers to a strategy in which a message presents two or more specifically named or recognizably presented brands and evaluates them in terms of one or more specific attributes.