Exam 8: Attitudes and Persuasive Communication

________ is a lasting, general evaluation of people, objects, advertisements, or issues.

Balance theory helps explain why consumers like being linked to positively valued objects.

The Smith Company used after-sale interviews with its customers to examine how well the customers were served by the sales and service staff of the company. When the Smith Company follows this procedure, the company is attempting to use feedback as a means to improve communications.

Explain the Elaboration Likelihood Model (ELM).

All multiattribute attitude models specify the importance of attributes, beliefs, and ________.

________ is the first element in the traditional communications model.

In general, when the source of a message is perceived as attractive, the message will be more effectively communicated.

Physically attractive people are perceived as smarter, cooler, and happier than average people. These perceptions are a result of the ________.

Why have multiattribute attitude models become so popular among marketing researchers? What three elements are specified in such models?

Explain the principle of cognitive consistency.

Tyler told a local journalist about an upcoming astrological event, and the reporter printed the information in the newspaper the next day. A local college professor who specializes in astrophysics said the newspaper story had numerous inaccuracies and was "penned by an amateur." In this case, Tyler and the journalist created a situation in which reporting bias has occurred.

The ________ states when a person is confronted with inconsistencies among attitude or behavior, he/she will take action to restore consistency.

According to the ________ hierarchy of effects, the consumer considers purchases based on an attitude of hedonic consumption (such as how the product makes him or her feel or the fun its use will provide).

A communicator's expertise, objectivity and trustworthiness refer to ________.

Humorous ads receive attention, but many times the humor distracts from the promotional message.

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

The balance theory perspective involves relations among three elements (a triad). Which of the following is one of the elements of the triad?

Researchers agree that there are various levels of commitment to an attitude. The highest level of involvement is ________.

Emphasizing the negative consequences that may occur unless a consumer changes behavior is called ________.

Roxanne is one of Canada's top female models. Because of her beauty, most of Roxanne's admirers also assume that she is intelligent, wealthy, and happy with her life. This is an example of the social adaptation perspective.