Question 1

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?

Accepted Answer

A)  compliance 
B)  identification 
C)  information acquisition 
D)  internalization

Question 2

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

Accepted Answer

A) True 
 B)False

Question 3

The traditional communication model that regards a broadcast message as perishable doesn't work as well with narrowcasting as it does with broadcasting.

Accepted Answer

A) True 
 B)False

Question 4

The three components of the ABC model are affect, behavior, and cognition.

Accepted Answer

A) True 
 B)False

Question 5

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?

Accepted Answer

A)  a parallel route 
B)  a peripheral route 
C)  a circular route 
D)  a central route

Question 6

Do sex-related ads work?

Accepted Answer

A)  Overall, the use of a strong sexual appeal is not very well received. 
B)  Strong sexual appeals consistently outperform all other types of appeal. 
C)  Sexual images are most effective when they attempt to "trick" the consumer into paying attention. 
D)  There is no data to answer the question.

Question 7

What does the sleeper effect suggest about source credibility?

Accepted Answer

A)  If a receiver is not paying attention, a message cannot be effective. 
B)  Many people can learn the important parts of a message even when asleep. 
C)  The effectiveness of a message will increase over time. 
D)  The effectiveness of positive sources over less positive sources can be erased over time.

Question 8

It is possible for a person to hold two contradictory attitudes toward the same object.

Accepted Answer

A) True 
 B)False

Question 9

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

Accepted Answer

A)  culture and ethnicity 
B)  credibility and attractiveness 
C)  credibility and recency 
D)  attractiveness and recency

Question 10

Explain the term "persuasion."

Accepted Answer

The answer of Explain the term "persuasion."...

Question 11

One element in the muliattribute attitude model is ________.

Accepted Answer

A)  evaluations 
B)  salient beliefs 
C)  object-attribute linkage 
D)  beliefs

Question 12

________ occurs when people appear to "forget" about the negative source and change their attitude.

Accepted Answer

A)  Halo effect 
B)  The sleeper effect 
C)  Native advertising 
D)  Sock puppeting

Question 13

Discuss the low-involvement hierarchy of effects.

Accepted Answer

The answer of Discuss the low-involvement hierarchy of effects....

Question 14

Since Janie is seen as a beautiful female, many friends also perceive her to be smarter, cooler, and happier. These assumptions illustrate ________.

Accepted Answer

A)  the "halo effect" 
B)  the "beauty" factor 
C)  cultural meanings 
D)  the "sleeper effect"

Question 15

What is source credibility and does source credibility affect attitude change?

Accepted Answer

The answer of What is source credibility and does source...

Question 16

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

Accepted Answer

A)  valence 
B)  attractiveness 
C)  class 
D)  hierarchy

Question 17

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.

Accepted Answer

A) True 
 B)False

Question 18

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.

Accepted Answer

A) True 
 B)False

Question 19

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

Accepted Answer

A)  knowledge 
B)  utilitarian 
C)  value-expressive 
D)  ego-defensive

Question 20

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 involves creating ten different 15-second spots that all demonstrate reasons for using Bayer aspirin. Which theory of message communication is the agency trying to use for in its proposal for Bayer aspirin?

Accepted Answer

A)  the trait-factor theory 
B)  the balanced communication theory 
C)  the two-factory theory 
D)  the theory of reasoned action

Exam 8: Attitudes and Persuasive Communication

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

The traditional communication model that regards a broadcast message as perishable doesn't work as well with narrowcasting as it does with broadcasting.

The three components of the ABC model are affect, behavior, and cognition.

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?

Do sex-related ads work?

What does the sleeper effect suggest about source credibility?

It is possible for a person to hold two contradictory attitudes toward the same object.

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

Explain the term "persuasion."

One element in the muliattribute attitude model is ________.

________ occurs when people appear to "forget" about the negative source and change their attitude.

Discuss the low-involvement hierarchy of effects.

Since Janie is seen as a beautiful female, many friends also perceive her to be smarter, cooler, and happier. These assumptions illustrate ________.

What is source credibility and does source credibility affect attitude change?

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

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.

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.

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