Question 1

How can we influence cognitively based attitudes?

Accepted Answer

Cognitively based attitudes are those that are formed based on beliefs about the properties of an attitude object. These attitudes are influenced by rational thought processes and are often linked to personal values and beliefs. To influence cognitively based attitudes, one can employ several strategies:

1. **Provide Information and Education**: Since cognitively based attitudes are formed by information and knowledge about the object, providing new, accurate, and compelling information can change these attitudes. Educational campaigns, informative articles, and scientific evidence can be effective in reshaping beliefs.

2. **Use Persuasive Communication**: Persuasive messages that are well-crafted and credible can influence attitudes. The message should be relevant to the audience, come from a trustworthy source, and contain logical arguments that appeal to the individual's rational decision-making process.

3. **Encourage Critical Thinking**: Encouraging individuals to think critically about their beliefs and the evidence supporting them can lead to attitude change. This can be done through Socratic questioning, debates, or discussions that challenge existing beliefs.

4. **Highlight Inconsistencies**: Pointing out inconsistencies between a person's attitudes and their behaviors or between conflicting beliefs can prompt reevaluation of those attitudes. Cognitive dissonance theory suggests that people are motivated to reduce the discomfort caused by these inconsistencies, often by changing their attitudes.

5. **Use of Heuristics**: While cognitively based attitudes are rational, they can still be influenced by simple rules of thumb or heuristics. For example, if a product is more expensive, people might believe it is of higher quality. Presenting information in a way that aligns with common heuristics can influence attitudes.

6. **Social Influence and Norms**: People often look to others when forming attitudes. Highlighting social norms or the attitudes of peers can influence an individual's cognitively based attitudes, especially if the individual values their membership in a particular social group.

7. **Counter-Attitudinal Advocacy**: Encouraging someone to argue or advocate for a position that is opposite to their current attitude can sometimes lead to a change in their original attitude, especially if they can be led to see the merits of the opposing view.

8. **Elaboration Likelihood Model (ELM)**: According to the ELM, attitudes can be changed through either a central or peripheral route. For cognitively based attitudes, the central route is more effective, which involves careful and thoughtful consideration of the true merits of the information presented.

9. **Repetition**: Repeated exposure to a message can increase familiarity and the likelihood of attitude change, as long as the repetition does not lead to boredom or irritation.

10. **Emotional Appeals**: Although cognitively based attitudes are primarily influenced by logic and reason, they are not immune to emotional influences. Strategic use of emotional appeals can enhance the persuasiveness of an argument by making it more memorable and impactful.

Influencing cognitively based attitudes requires a thoughtful approach that respects the individual's capacity for rational thought and provides them with the resources they need to arrive at informed conclusions. It's important to note that ethical considerations should guide the use of these strategies to ensure that influence attempts are respectful and do not manipulate or coerce individuals.

Question 2

A consumer involved in a television program comes up with less support arguments and more counterarguments.

Accepted Answer

A) True 
 B)False  False

Question 3

____ sometimes have a greater effect on behavioral intentions than subjective norms,depending on circumstances.

Accepted Answer

A)   Cognitions
B)   Motivations
C)   Peripheral processes
D)   Attitudes toward an act
E)   Schemas D

Question 4

In forming attitudes using high effort,all of the following could be thought of as credible sources,except a message from a(n)

Accepted Answer

A)   individual with an "honest face."
B)   basketball player endorsing a leather sofa.
C)   doctor for an over-the-counter drug.
D)   CEO of a company.
E)   police officer for a home protection method.

Question 5

Thoughts such as ____ are best thought of as examples of source derogations.

Accepted Answer

A)   "This guy is lying"
B)   "This product won't work"
C)   "This product will work"
D)   "I agree"
E)   "I disagree"

Question 6

Research indicates that ad messages with information about product function can provoke thinking about the product and stimulate positive product attitudes.

Accepted Answer

A) True 
 B)False

Question 7

Attitudes are more likely to predict behavior when the level of involvement is high,and consumers think extensively about the information that gives rise to their attitudes.In which case would this be most likely be true?

Accepted Answer

A)   selecting a private school for children
B)   choosing a brand of pancake mix
C)   purchasing tickets to a movie
D)   purchasing a book
E)   choosing a brand of toilet tissue

Question 8

Research has identified three major sources that can lead to a positive attitude toward an ad.What are these sources?

Accepted Answer

The answer of Research has identified three major sources that...

Question 9

Attitudes are genetic and do not persist over time.

Accepted Answer

A) True 
 B)False

Question 10

A few years ago,Volvo tried to prove the safety of its cars by driving large vehicles over a (albeit steel-reinforced)Volvo and explaining that the car could withstand a large force.This is an example of a company using ____ to change attitudes.

Accepted Answer

A)   peripheral processing
B)   schemas
C)   associations
D)   counterarguments
E)   strong arguments

Question 11

Nathan wanted to remain in a positive mood even though he disagreed with the content of the commercial,so he

Accepted Answer

A)   increased support arguments.
B)   increased source derogations.
C)   increased central arguments.
D)   increased peripheral processing.
E)   decreased counterarguments.

Question 12

In what ways does MAO impact attitude formation and change?

Accepted Answer

The answer of In what ways does MAO impact attitude...

Question 13

A commercial for a cleaning product showed a refrigerator with old food stains and a guest of the owner about to open the refrigerator.This commercial might elicit customers to buy the product that will help clean their refrigerator.The message is using ____ to influence customer attitudes.

Accepted Answer

A)   strategic positioning of the product
B)   correct product placement
C)   fear appeals
D)   cognitive planning
E)   urgent appeals

Question 14

Casey thought that the salesman was charming; he reminded her of her father.She bought a digital camera based on his recommendations.This is an example of

Accepted Answer

A)   high-pressure sales tactics.
B)   positioning of a customer familiarity.
C)   strategic modeling.
D)   customer paring of information cognitively.
E)   source attractiveness influencing customer attitudes.

Question 15

Researchers have developed categories to describe the types of cognitive responses consumers have to communications.These are

Accepted Answer

A)   cognitive and affective responses.
B)   cognition, affect, and behavior.
C)   counterarguments, support arguments, and source derogation.
D)   conation, affect, and cognition.
E)   central arguments, peripheral arguments, and nonarguments.

Question 16

Former Vice President and Presidential candidate Bob Dole appeared in a series of ads for Viagra implying that he suffered from erectile dysfunction (ED).These ads were perceived to be very credible because Bob Dole

Accepted Answer

A)   has a medical degree and thus is an expert source.
B)   is a politician and thus is considered trustworthy.
C)   has a pleasant smile.
D)   is seen as going against his own self interest by implying he has ED.
E)   is from Kansas and is therefore truthful.

Question 17

Research indicates that fear appeals are an effective form of advertising.

Accepted Answer

A) True 
 B)False

Question 18

David was very involved with watching the World Series,therefore when an ad for the Toyota Camry aired during the game,that likely ____ to the ad.

Accepted Answer

A)   generated fewer cognitive responses
B)   generated more counterarguments and fewer support arguments
C)   generated more support arguments and counterarguments
D)   generated more source derogations
E)   generated more support arguments and fewer counterarguments.

Question 19

TORA stands for

Accepted Answer

A)   Theory of Rational Attitudes.
B)   Theory of Responsive Affect.
C)   Theory of Reasoned Action.
D)   Theorem of Researched Attributes.
E)   Theorem of Radical Actions.

Question 20

Indirect comparison messages are those that contain

Accepted Answer

A)   both positive and negative information.
B)   information from two different sources.
C)   a comparison between the offering and unnamed competitors.
D)   two peripheral arguments.
E)   a double meaning.

Exam 5: Attitudes Based on High Effort

How can we influence cognitively based attitudes?

A consumer involved in a television program comes up with less support arguments and more counterarguments.

____ sometimes have a greater effect on behavioral intentions than subjective norms,depending on circumstances.

In forming attitudes using high effort,all of the following could be thought of as credible sources,except a message from a(n)

Thoughts such as ____ are best thought of as examples of source derogations.

Research indicates that ad messages with information about product function can provoke thinking about the product and stimulate positive product attitudes.

Attitudes are more likely to predict behavior when the level of involvement is high,and consumers think extensively about the information that gives rise to their attitudes.In which case would this be most likely be true?

Research has identified three major sources that can lead to a positive attitude toward an ad.What are these sources?

Attitudes are genetic and do not persist over time.

A few years ago,Volvo tried to prove the safety of its cars by driving large vehicles over a (albeit steel-reinforced) Volvo and explaining that the car could withstand a large force.This is an example of a company using ____ to change attitudes.

Nathan wanted to remain in a positive mood even though he disagreed with the content of the commercial,so he

In what ways does MAO impact attitude formation and change?

A commercial for a cleaning product showed a refrigerator with old food stains and a guest of the owner about to open the refrigerator.This commercial might elicit customers to buy the product that will help clean their refrigerator.The message is using ____ to influence customer attitudes.

Casey thought that the salesman was charming; he reminded her of her father.She bought a digital camera based on his recommendations.This is an example of

Researchers have developed categories to describe the types of cognitive responses consumers have to communications.These are

Former Vice President and Presidential candidate Bob Dole appeared in a series of ads for Viagra implying that he suffered from erectile dysfunction (ED) .These ads were perceived to be very credible because Bob Dole

Research indicates that fear appeals are an effective form of advertising.

David was very involved with watching the World Series,therefore when an ad for the Toyota Camry aired during the game,that likely ____ to the ad.

TORA stands for

Indirect comparison messages are those that contain