Exam 7: Attitudes and Persuasion

Tyler told a local reporter about an upcoming astrological event, and the reporter printed the information in the newspaper the next day. A local college professor who specialized in astrophysics said the newspaper story had numerous inaccuracies and was "penned by an amateur." In this case Tyler and the reporter created a situation in which reporting bias has occurred.

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

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

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

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 ________.

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

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

What is the first step in the standard learning theory hierarchy approach?

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 most appropriately describe Simi's situation?

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.