Exam 7: Attitudes and Attitude Change

Many companies hire services that electronically monitor Facebook, Twitter, and Internet blog posts to gauge consumers' attitudes toward their company and to alert them to negative changes over time. What is this process called?

Which of the following concepts belong to social judgment theory?

Harriet is trying to conduct research on the Internet, but she keeps getting interrupted by pop-up ads. Her infant daughter is crying and it's too hot in her apartment, too. In the basic communications model, which term refers to all these stimuli in Harriet's environment that are disrupting the communication process?

Name and describe the four functions of attitudes. For each function, describe an attitude you hold that performs this function for you.

In balance theory, the object-person relation is referred to as a unit relation.

Which term refers to the way the appeal of a marketing communication and its construction affect persuasiveness?

According to the behavioural influence approach to persuasion, behaviour change can only occur if beliefs and attitudes are changed first.

According to research, which of the following effects are likely to occur when the audience is highly engaged (highly involved) and when verbal (versus pictorial) content is present, thus suggesting important information should be placed early in the message?

The elaboration likelihood model (ELM) illustrates how attitudes are changed based on different levels of consumer involvement.

According to the elaboration likelihood model of persuasion, non-product-related information, such as music or a spokesperson, is an example of non-essential cues in the message.

Tom believes strongly that raising tax rates for the rich is the way to bring the economy out of a recession because it will generate greater tax revenue for the government. Even when his friend shows him factual information illustrating that the government receives greater tax revenues when tax rates are lower for all Canadians, Tom refuses to accept that information and change his attitude. According to social judgment theory, what has caused Tom to reject this message?

According to social judgment theory, where does the attitude toward the product fall when an advertising message is very different from a consumer's initial attitude toward the product?

Which of the following is NOT an attitude change theory?

Using the elaboration likelihood model (ELM), explain how advertisements that do not include explicit product attribute information can influence consumers.

Explain social judgment theory and its implications for influencing consumers' attitudes.

What is the balance theory based on?

The behavioural intentions model is sometimes referred to as the ATO model.

The triad in balance theory is composed of observer, person, and object.

What type of cues refer specifically to information found in the message that pertains directly to the product, its attributes, its advantages, or the consequences of its use?

For a message to fall within a consumer's latitude of acceptance, the information presented must be perceived as coming from a credible source.