Exam 8: Attitude Change and Interactive Communications

An advertisement for Canadian Club whiskey playfully compares trying one's first whiskey to a man growing his first chest hair. This is an example of a ________ appeal.

In research studies, recall has been found to be higher for "thinking" ads than for "feeling" ads. One reason for this finding is that:

When Lush polls its customers regarding what new scent of bath oil should be released, this is an example of:

If a well-known bank robber endorsed a burglar alarm system in a commercial, consumers would be persuaded more favourably because of his presumed credible knowledge than turned off by his former criminal activity.

Laura needed to reposition her company's product within the mind of the consumers. They do not seem to see any difference within the product category. The best appeal to use when consumers do not find many differences is a(n) ________ appeal.

Not-for-profit organizations need to delicately balance the positive returns people get from helping to raise money for the organization's needs, and the fact that they need to suffer a bit for the cause. This is called:

The two-factor theory suggests that there is an optimal number of repetitions for a message.

Marketers want to use experts, such as medical doctors, because they would seem to be effective at changing attitudes toward utilitarian products such as headache pills or liniments. Viewers who trust them realize the products have ________ and need reassurance that they will work.

Many ads take the form of a(n) ________, in which an explicit comparison is made.

Once a marketing message is received, the consumer begins to process it. Depending upon how personally involving the information is to the consumer, the consumer will follow one of two routes to persuasion, according to the:

When Ashley enters the used car lot to look for her next car, she draws upon the knowledge that car salespeople often use "hard-sell" techniques and she raises her guard in order to defend herself from a persuasion attempt. This is consistent with:

In a Pepsi ad, the visual was a picture of a crumpled Pepsi bottle cap lying on the sand. The headline was, "This year, hit the beach topless." This was an example of the use of:

The ________ is said to have occurred when consumers appear to "forget" that they had disliked a message source, yet over time the message got across, effectively changing their attitudes toward a product.

The elaboration likelihood model (ELM) refers to the nature of counter-arguments a consumer makes when listening to a persuasive message.

Careful consideration of message content, generation of cognitive responses to ad arguments, and a rational evaluation of an ad's persuasive element are all typical of messages processed via the ________ route to persuasion.

What is customer co-creation? Give an example.

Compare and contrast hype versus buzz. Which would you like to encourage as a marketer?

The more an item is available, the more attractive it becomes.

What is meant by the term "sock puppeting"? Give an example.

When the Bank of Canada speaks about interest rates, people listen. This principle is known as: