Exam 7: Attitudes and Persuasion

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

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 ________.

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

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

Do sex-related ads work? Which of the following best answers this question?

What does the sleeper effect suggest about source credibility?

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

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

Do fear appeal ads work? Which of the following best answers this question?

Kanisha is confronted with a strange set of products during her most recent visit to the cosmetics counter at her favorite department store. Urban Grunge nail polish is "hot, hot, hot" according to recent ads. Kanisha likes the idea of a new nail polish but is unsure about the image that might be projected by the dull colors of the nail polish line. With such names as Street Slime, Garbage Goo, and Trash Can, caution might be the right move. Which of the following attitude functions most closely matches with Kanisha's purchase decision?

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 speaks and 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?

A marketing study found that respondents believed that a dark-haired model would be more effective in selling gold jewelry than a blond-haired model would be if the dark-haired model was not perceived to be ethnic. What two ideas of using celebrities as communication sources are most likely to be at work here?

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?

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

Describe the functional theory of attitudes and its components (functions).

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.

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

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 will be to create 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?

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

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