Question 1

Which of the following statements is true of peripheral-route processing?

Accepted Answer

A)  Consumers' attitudes are based on tangential analysis of the message. 
B)  It involves high elaboration on the part of the consumer. 
C)  It happens when consumers' motivation, ability, and opportunity is high. 
D)  It is an approach to attitude formation based on emotion. 
E)  Consumers form strong, accessible, and confidently held attitudes that are persistent and resistant to change. 
A)  Consumers' attitudes are based on tangential analysis of the message. 
B)  It involves high elaboration on the part of the consumer. 
C)  It happens when consumers' motivation, ability, and opportunity is high. 
D)  It is an approach to attitude formation based on emotion. 
E)  Consumers form strong, accessible, and confidently held attitudes that are persistent and resistant to change. A

Question 2

Distinguish between central and peripheral-route processing.

Accepted Answer

Central-route processing and peripheral-route processing are two distinct pathways through which persuasion can occur, as described in the Elaboration Likelihood Model (ELM) of persuasion. This model, developed by Richard E. Petty and John Cacioppo in the 1980s, suggests that the route through which a person is persuaded depends on their level of involvement and motivation to process the message.

Central-route processing is used when an individual is highly involved in the message, has the ability and motivation to think about the message, and is willing to engage in careful and thoughtful analysis of the persuasive argument. When people process information via the central route, they focus on the quality of the arguments presented, the evidence provided, and the logic behind the claims. Persuasion that occurs through the central route tends to be more enduring and resistant to counter-persuasion because it is based on a thoughtful consideration of the arguments. This type of processing is more likely to lead to a change in the individual's actual attitude or belief.

Peripheral-route processing, on the other hand, occurs when an individual has low involvement with the message, lacks the motivation or ability to process the message deeply, or is unable or unwilling to engage in detailed processing. Instead of focusing on the substance of the message, the person is influenced by peripheral cues such as the attractiveness or credibility of the source, the number of arguments presented (regardless of their quality), or the emotional appeal of the message. Persuasion that occurs through the peripheral route is often more temporary and susceptible to change because it does not involve a deep understanding of the message content.

In summary, central-route processing involves a careful and thoughtful evaluation of the arguments in a persuasive message, leading to more stable attitude change, while peripheral-route processing relies on superficial cues and leads to more temporary changes in attitudes. The route taken depends on the individual's level of involvement and their ability and motivation to process the message.

Question 3

Melissa watches an advertisement for Flyhigh Airlines on television. The advertisement brings back memories of family trips during her childhood, and it elicits an emotional response from her. In this scenario, Melissa's reaction to the advertisement can be categorized as a(n) _____.

Accepted Answer

A)  ​affective response 
B)  ​two-sided response 
C)  ​ambivalent response 
D)  ​counterargument 
E)  ​ideal state 
A)  ​affective response 
B)  ​two-sided response 
C)  ​ambivalent response 
D)  ​counterargument 
E)  ​ideal state A

Question 4

The _____ are analytical processes that explain how consumers form and change attitudes.

Accepted Answer

A)  affective response models 
B)  expectancy-value models 
C)  emotional appeal models 
D)  fear appeal models 
E)  affective heuristic models 
A)  affective response models 
B)  expectancy-value models 
C)  emotional appeal models 
D)  fear appeal models 
E)  affective heuristic models

Question 5

_____ refers to the extent to which consumers are emotionally connected to a product or ad.

Accepted Answer

A)  Persistence 
B)  Relevance 
C)  Credibility 
D)  Engagement 
E)  Accessibility 
A)  Persistence 
B)  Relevance 
C)  Credibility 
D)  Engagement 
E)  Accessibility

Question 6

Which of the following statements is true of comparative messages?

Accepted Answer

A)  Negatively framed comparative messages are more effective for promotion-focused consumers than positively framed comparative messages. 
B)  Comparative messages are useful in changing a consumer's negative first impression of a brand or company. 
C)  The most common type of comparative messages is the direct comparative message. 
D)  Comparative messages show how much better the offering is than a competitor's offering. 
E)  When motivation, ability, and opportunity is high, consumers are more likely to confuse the advertised brand with its competition. 
A)  Negatively framed comparative messages are more effective for promotion-focused consumers than positively framed comparative messages. 
B)  Comparative messages are useful in changing a consumer's negative first impression of a brand or company. 
C)  The most common type of comparative messages is the direct comparative message. 
D)  Comparative messages show how much better the offering is than a competitor's offering. 
E)  When motivation, ability, and opportunity is high, consumers are more likely to confuse the advertised brand with its competition.

Question 7

A two-sided message is one that:

Accepted Answer

A)  contains both positive and negative information. 
B)  contains information from two different sources. 
C)  has both hedonic and utilitarian aspects. 
D)  uses two types of comparative advertising. 
E)  opens up communication between two sources. 
A)  contains both positive and negative information. 
B)  contains information from two different sources. 
C)  has both hedonic and utilitarian aspects. 
D)  uses two types of comparative advertising. 
E)  opens up communication between two sources.

Question 8

John likes an infomercial about a new piece of wearable technology. The celebrity in the infomercial explains how the technology works and shows its use in everyday life. In this scenario, John likes the ad because:

Accepted Answer

A)  both positive and negative information. 
B)  of its two-sided message. 
C)  of its utilitarian dimension. 
D)  it creates the sleeper effect. 
E)  it evokes fear appeal. 
A)  both positive and negative information. 
B)  of its two-sided message. 
C)  of its utilitarian dimension. 
D)  it creates the sleeper effect. 
E)  it evokes fear appeal.

Question 9

Ruelis Corp. is working on a new set of TV commercials. In one of its commercials, the company's product is displayed alongside a product from an unnamed company. The commercial compares one of its products with the other company's product. In this scenario, the commercial is using _____.

Accepted Answer

A)  ​word-of-mouth advertising 
B)  source derogation 
C)  emotional contagion​ 
D)  fear appeal 
E)  ​indirect comparative advertising 
A)  ​word-of-mouth advertising 
B)  source derogation 
C)  emotional contagion​ 
D)  fear appeal 
E)  ​indirect comparative advertising

Question 10

According to the theory of reasoned action model, normative factors do not affect consumers' attitude-behavior relationship.

Accepted Answer

A) True 
 B)False

Question 11

_____ is the model that provides an explanation of how, when, and why attitudes predict consumer behavior.

Accepted Answer

A)  Weber's law 
B)  The body feedback theory 
C)  Hofstede's law 
D)  The prospect theory 
E)  The theory of reasoned action 
A)  Weber's law 
B)  The body feedback theory 
C)  Hofstede's law 
D)  The prospect theory 
E)  The theory of reasoned action

Question 12

According to _____, consumers exert a lot of effort in responding to a message.

Accepted Answer

A)  the cognitive response model 
B)  Weber's theory 
C)  Weber's law 
D)  Hofstede's law 
E)  ​the affective cognition theory 
A)  the cognitive response model 
B)  Weber's theory 
C)  Weber's law 
D)  Hofstede's law 
E)  ​the affective cognition theory

Question 13

Some researchers have used the term central-route processing to describe the:

Accepted Answer

A)  attitude formation and change process when consumer processing effort is high. 
B)  superficial analysis and processing of a message. 
C)  attitude formation and change that involves low elaboration. 
D)  attitude change when consumers' motivation, ability, and opportunity is low. 
E)  approach that suggests that attitudes are based on emotions. 
A)  attitude formation and change process when consumer processing effort is high. 
B)  superficial analysis and processing of a message. 
C)  attitude formation and change that involves low elaboration. 
D)  attitude change when consumers' motivation, ability, and opportunity is low. 
E)  approach that suggests that attitudes are based on emotions.

Question 14

What are the characteristics of attitudes?

Accepted Answer

Attitudes are psychological constructs t

Question 15

Direct comparative messages have high credibility.

Accepted Answer

A) True 
 B)False

Question 16

Explain the cognitive, affective, and connative functions of attitude.

Accepted Answer

Attitudes are complex psychological cons

Question 17

Informative ads tend to be less liked and generate negative consumer responses than ads that are not informative.

Accepted Answer

A) True 
 B)False

Question 18

_____ is an overall evaluation that expresses how much consumers like or dislike an object, issue, person, or action.

Accepted Answer

A)  Ability 
B)  An attitude 
C)  Motivation 
D)  An opportunity 
E)  Exposure 
A)  Ability 
B)  An attitude 
C)  Motivation 
D)  An opportunity 
E)  Exposure

Question 19

Perceived attractiveness is an important source characteristic affecting high-effort, emotionally based attitudes of consumers.

Accepted Answer

A) True 
 B)False

Question 20

Which of the following statements is true of affective responses?

Accepted Answer

A)  Consumers use analytical process of attitude formation to generate affective responses. 
B)  They are generally more influential than cognitive responses in shaping consumers' attitudes toward products. 
C)  They take the form of recognitions and evaluations. 
D)  They can be classified as counterarguments, support arguments, and source derogations. 
E)  Consumers focused on their responsibilities and obligations tend to rely more on affective responses.​ 
A)  Consumers use analytical process of attitude formation to generate affective responses. 
B)  They are generally more influential than cognitive responses in shaping consumers' attitudes toward products. 
C)  They take the form of recognitions and evaluations. 
D)  They can be classified as counterarguments, support arguments, and source derogations. 
E)  Consumers focused on their responsibilities and obligations tend to rely more on affective responses.​

Which of the following statements is true of peripheral-route processing?

Distinguish between central and peripheral-route processing.

Melissa watches an advertisement for Flyhigh Airlines on television. The advertisement brings back memories of family trips during her childhood, and it elicits an emotional response from her. In this scenario, Melissa's reaction to the advertisement can be categorized as a(n) _____.

The _____ are analytical processes that explain how consumers form and change attitudes.

_____ refers to the extent to which consumers are emotionally connected to a product or ad.

Which of the following statements is true of comparative messages?

A two-sided message is one that:

John likes an infomercial about a new piece of wearable technology. The celebrity in the infomercial explains how the technology works and shows its use in everyday life. In this scenario, John likes the ad because:

Ruelis Corp. is working on a new set of TV commercials. In one of its commercials, the company's product is displayed alongside a product from an unnamed company. The commercial compares one of its products with the other company's product. In this scenario, the commercial is using _____.

According to the theory of reasoned action model, normative factors do not affect consumers' attitude-behavior relationship.

_____ is the model that provides an explanation of how, when, and why attitudes predict consumer behavior.

According to _____, consumers exert a lot of effort in responding to a message.

Some researchers have used the term central-route processing to describe the:

What are the characteristics of attitudes?

Direct comparative messages have high credibility.

Explain the cognitive, affective, and connative functions of attitude.

Informative ads tend to be less liked and generate negative consumer responses than ads that are not informative.

_____ is an overall evaluation that expresses how much consumers like or dislike an object, issue, person, or action.

Perceived attractiveness is an important source characteristic affecting high-effort, emotionally based attitudes of consumers.

Which of the following statements is true of affective responses?

Understanding Consumer Behavior

Motivation, Ability, and Opportunity

From Exposure to Comprehension

Memory and Knowledge

Attitudes Based on Low Effort

Problem Recognition and Information Search

Judgment and Decision Making Based on High Effort

Judgment and Decision Making Based on Low Effort

Post-Decision Processes

Social Influences on Consumer Behavior

Consumer Diversity

Household and Social Class Influences

Psychographics: Values, Personality, and Lifestyles

Innovations: Adoption, Resistance, and Diffusion

Symbolic Consumer Behavior

Marketing, Ethics, and Social Responsibility in Today's Consumer Society

Filters

Exam 5: Attitudes Based on High Effort

Which of the following statements is true of peripheral-route processing?

Distinguish between central and peripheral-route processing.

Melissa watches an advertisement for Flyhigh Airlines on television. The advertisement brings back memories of family trips during her childhood, and it elicits an emotional response from her. In this scenario, Melissa's reaction to the advertisement can be categorized as a(n) _____.

The _____ are analytical processes that explain how consumers form and change attitudes.

_____ refers to the extent to which consumers are emotionally connected to a product or ad.

Which of the following statements is true of comparative messages?

A two-sided message is one that:

John likes an infomercial about a new piece of wearable technology. The celebrity in the infomercial explains how the technology works and shows its use in everyday life. In this scenario, John likes the ad because:

Ruelis Corp. is working on a new set of TV commercials. In one of its commercials, the company's product is displayed alongside a product from an unnamed company. The commercial compares one of its products with the other company's product. In this scenario, the commercial is using _____.

According to the theory of reasoned action model, normative factors do not affect consumers' attitude-behavior relationship.

_____ is the model that provides an explanation of how, when, and why attitudes predict consumer behavior.

According to _____, consumers exert a lot of effort in responding to a message.

Some researchers have used the term central-route processing to describe the:

What are the characteristics of attitudes?

Direct comparative messages have high credibility.

Explain the cognitive, affective, and connative functions of attitude.

Informative ads tend to be less liked and generate negative consumer responses than ads that are not informative.

_____ is an overall evaluation that expresses how much consumers like or dislike an object, issue, person, or action.

Perceived attractiveness is an important source characteristic affecting high-effort, emotionally based attitudes of consumers.

Which of the following statements is true of affective responses?

Understanding Consumer Behavior

Motivation, Ability, and Opportunity

From Exposure to Comprehension

Memory and Knowledge

Attitudes Based on Low Effort

Problem Recognition and Information Search

Judgment and Decision Making Based on High Effort

Judgment and Decision Making Based on Low Effort

Post-Decision Processes

Social Influences on Consumer Behavior

Consumer Diversity

Household and Social Class Influences

Psychographics: Values, Personality, and Lifestyles

Innovations: Adoption, Resistance, and Diffusion

Symbolic Consumer Behavior

Marketing, Ethics, and Social Responsibility in Today's Consumer Society

Filters