Question 1

All of the following are reasons why advertisers and marketers are relying increasingly on segmentation to target consumers except

Accepted Answer

A)  consumers tend to have similar tastes and values because of globalization. 
B)  it is difficult to reach most consumers via prime-time TV ads. 
C)  niche groups such as teens or gays have considerable purchasing power. 
D)  "one size fits all" strategies are no longer effective.

Question 2

Which of the following couple types tends to discount and refute their partners the most?

Accepted Answer

A)  traditionals 
B)  independents 
C)  interdependents 
D)  separates

Question 3

What type of attitude scale is depicted below? $\text { Same Sex Marriage }$
$\begin{array}{l}
\text { Good : }&\_\_\_:&\_\_\_:&\_\_\_:&\_\_\_:&\_\_\_:&\_\_\_:&\_\_\_:&\text {Bad }\
\text { Unethical: }&\_\_\_:&\_\_\_:&\_\_\_:&\_\_\_:&\_\_\_:&\_\_\_:&\_\_\_:&\text { Ethical} \
\text { Wrong: }&\_\_\_:&\_\_\_:&\_\_\_:&\_\_\_:&\_\_\_:&\_\_\_:&\_\_\_:&\text {Right }
\end{array}$

Accepted Answer

A)  Likert 
B)  Thurstone 
C)  Guttman 
D)  Semantic Differential

Question 4

Which of the following theories is used to explain why people who use intense language are more persuaded by people who also use intense language?

Accepted Answer

A)  Reinforcement Theory 
B)  Language Expectancy Theory 
C)  Information Processing Theory 
D)  Communication Accommodation Theory

Question 5

Whether a particular brand is considered cool, nerdy, elegant, sexy, or fun refers to

Accepted Answer

A)  brand awareness 
B)  brand loyalty 
C)  brand personality 
D)  brand ethos

Question 6

According to Petty and Cacioppo (1986), humor tends to operate via the ________________ route to persuasion.

Accepted Answer

A)  central 
B)  peripheral 
C)  parallel 
D)  one-way

Question 7

Kevin wants to try to persuade Bubbles to do something but is not sure it's possible because Bubbles is so authoritarian. Based on what you know from the text, which type of influence tactic would work best on Bubbles?

Accepted Answer

A)  promise to reward Bubbles if he complies 
B)  hint that Bubbles should do whatever he is asked to do 
C)  threaten Bubbles by telling him that something bad will happen if he doesn't comply 
D)  tell Bubbles he'll be more likeable if he complies

Question 8

According to the authors, persuasion research is essentially

Accepted Answer

A)  moral 
B)  immoral 
C)  amoral 
D)  a necessary evil

Question 9

A number of recent movies, such as The Sessions, Rust and Bone, Untouchable, and X-Men (specifically, Professor X)featured leading characters who lost the use of their legs. Yet the protagonists in these movies are assertive, courageous, and heroic. Such portrayals of persons with disabilities illustrate which persuasive function of cinema?

Accepted Answer

A)  movies always romanticize disabilities 
B)  product planting is prevalent in movies 
C)  movies foster and perpetuate stereotypes 
D)  movies promote prosocial values

Question 10

An advertisement or commercial is better off using an explicit, as opposed to an implicit conclusion, if/when:

Accepted Answer

A)  the audience has little knowledge about the topic or issue 
B)  the topics or issue is personally relevant to the audience 
C)  the audience will use central processing 
D)  the audience is high in the need for cognition

Question 11

The practice of showing brand-name items in movies and TV shows is called

Accepted Answer

A)  subliminal persuasion 
B)  supraliminal persuasion 
C)  product placement 
D)  embedding images

Question 12

Costas wants to be so much like his big brother Dimitri that it's easy for Costas to persuade Dimitri to do things. This is an example of ________________power.

Accepted Answer

A)  coercive 
B)  referent 
C)  legitimate 
D)  expert

Question 13

A politician who was designing a campaign ad would be better off

Accepted Answer

A)  telling voters what they stand to gain if they vote for her 
B)  telling voters what they stand to lose if they vote for her opponent 
C)  using lower quality arguments for highly involved voters 
D)  using fewer, high quality arguments for voters with low involvement

Question 14

The use of ________________ tends to facilitate both attention to, and retention of, a persuasive message.

Accepted Answer

A)  powerless language 
B)  pallid language 
C)  adaptors 
D)  emblems

Question 15

The use of ________ is generally more effective than ______ at holding our attention.

Accepted Answer

A)  pallid information, vivid words 
B)  labeling, vivid words 
C)  reinforcement, symbols 
D)  vivid words, pallid information

Question 16

Research suggests that when people are exposed to the fear-then-relief procedure, they are most susceptible to influence:

Accepted Answer

A)  while they are experiencing fear. 
B)  before their fear is relieved. 
C)  after their fear is relieved. 
D)  when experiencing fear and relief simultaneously.

Question 17

The best example of social proof below is

Accepted Answer

A)  warning labels on cigarettes 
B)  "Just Say No" bumper stickers 
C)  persuading oneself 
D)  "laugh tracks" on TV sitcoms

Question 18

Images that are shown so quickly or sounds that are played so faintly that they can't be consciously registered are called

Accepted Answer

A)  subliminal. 
B)  supraliminal. 
C)  extraliminal. 
D)  micro-momentary.

Question 19

Which of the following is most true about the lapse of time between the first and second requests in the door in the face tactic?

Accepted Answer

A)  The delay between both requests must be brief. 
B)  The delay between both requests must be over one day to ensure primacy effects. 
C)  The delay between both requests must be less than one day to ensure recency effects. 
D)  The lapse of time between requests does not matter.

Question 20

Chevy uses the Bob Seager song "Like a rock…" in its truck commercials to reinforce the theme that Chevy trucks are tough. This use of music best illustrates which of the following?

Accepted Answer

A)  mere exposure 
B)  mnemonic device 
C)  backward masking 
D)  association

Exam 1: Why Study Persuasion