Exam 8: Attitude Change and Interactive Communications

Erika wanted her roommates to wash their own dishes and clean up in the kitchen when their turn came. Everyone in the apartment had the stomach flu at least once in the last two weeks and Erika thought she was coming down with it again. She was convinced that if the apartment were cleaner, she could stay healthier. What type of message would be most effective for Erika to persuade her roommates?

In preparing ads, the use of supportive arguments only is typical of a ________ argument approach to advertising.

Microsoft is actively considering hiring Sidney Crosby as a spokesperson for its network software division. Comment on this situation.

According to the elaboration likelihood model (ELM), the primary determinant of which route a consumer will follow in processing a message depends upon the:

Distinguish between knowledge bias and reporting bias.

The traditional communications model is ordered:

What common communication technique listed below can be perceived of as a negative effect when used in a factual communication?

Dan is assisting with the promotion for an herbal supplier who has a new product that the developer believes will help people lose weight. Dan is reluctant to promote the new product directly, but attempts to create a lot of buzz within the industry through secondary sources so it does not look like he's trying too hard. What is Dan trying to avoid?

Consumers' beliefs about a product are affected by information they receive through marketing communications. When the communicator's knowledge about the topic is judged to be inaccurate, the source is said to have:

When advertising a water filter, the advertiser limited the amount of exposure per repetition and slightly varied the setting of the ads. This overcame the problem of:

When Ford Canada includes a free oil change at your local dealership for filling out a research survey, this is called:

If we assume that a source who is beautiful also rates highly on other dimensions, we are making an assumption called:

Research shows that people have been shown to be more giving after they have received something.

A former well-liked American politician appears in an ad for Viagra. This is an example of:

Two key characteristics of the source for persuasive purposes in marketing communications are:

How might different sources be used to market different products?

A car manufacturer admits in a television commercial that its automobile is costly and lacks a great deal of stylishness. However, the company's spokesperson also points out that it has the best safety record on the road and takes special care to ensure that small children ride well and safely in their cars. The manufacturer is making a two-sided argument with this type of message.

In a major study of factors that determine if commercials would be persuasive, it was found that the single most important factor was whether the communication contained a message that stressed a unique benefit or product feature.

What are some of the advantages in using non-human endorsers?

Dale feels an obligation to respond to a charity appeal after receiving a gift of a t-shirt. Explain the persuasion principle being used here.