Question 1

How do we increase consumers' involvement in a message and increase the likelihood of message processing?

Accepted Answer

To increase consumers' involvement in a

Question 2

An ad shows a group of friends,all attractive,having a good time and drinking Boar's Head Cola.How can this ad influence positive attitudes toward the drink?

Accepted Answer

A)  It influences through cognitive processes. 
B)  It makes an ad likeable, and this effect transfers to the soft drink in the ad. 
C)  The picture stimulates thinking about the persuasive arguments in the ad. 
D)  The picture is a cue that induces thirst. 
E)  The ad uses incidental learning to inform consumers. 
A)  It influences through cognitive processes. 
B)  It makes an ad likeable, and this effect transfers to the soft drink in the ad. 
C)  The picture stimulates thinking about the persuasive arguments in the ad. 
D)  The picture is a cue that induces thirst. 
E)  The ad uses incidental learning to inform consumers.

Question 3

How can attitudes be affected by the likeability or attractiveness of a source under low-elaboration processing? Give some examples.

Accepted Answer

Attitudes can be affected by the likeabi

Question 4

Common strategies to induce self-referencing might include all of the following except

Accepted Answer

A)  directly asking consumers to self-reference. 
B)  using the second person. 
C)  asking rhetorical questions. 
D)  using novelty or uniqueness appeals. 
E)  showing visuals of situations to which consumers can easily relate. 
A)  directly asking consumers to self-reference. 
B)  using the second person. 
C)  asking rhetorical questions. 
D)  using novelty or uniqueness appeals. 
E)  showing visuals of situations to which consumers can easily relate.

Question 5

One danger is that if humor is not tied or related to the offering,

Accepted Answer

A)  consumers will have negative affect toward the brand. 
B)  consumers' attention level will be lowered. 
C)  conditioning will not occur. 
D)  there will be an increase in counterarguments. 
E)  consumers will only pay attention to the humor and ignore the brand. 
A)  consumers will have negative affect toward the brand. 
B)  consumers' attention level will be lowered. 
C)  conditioning will not occur. 
D)  there will be an increase in counterarguments. 
E)  consumers will only pay attention to the humor and ignore the brand.

Question 6

The canning company wanted its audience to feel romance whenever it saw the giant fish label on its tuna fish can.This was could occur with a lot of advertising.In classical conditioning,the fish label can be thought of as a(n)____ stimulus.

Accepted Answer

A)  rapid 
B)  conditioned 
C)  automatic 
D)  involuntary 
E)  unconditioned 
A)  rapid 
B)  conditioned 
C)  automatic 
D)  involuntary 
E)  unconditioned

Question 7

How are central and peripheral routes to persuasion different?

Accepted Answer

The central and peripheral routes to per

Question 8

Peripheral routes to persuasion are so named because

Accepted Answer

A)  consumers' attitudes are not based on detailed examination of the message. 
B)  information in the messages comes directly from a secondary source. 
C)  information in the messages is not just facts, but contains persuasive arguments, and, thus, is presented not in a direct but in a peripheral way. 
D)  information in the message is primarily cognitive. 
E)  consumers must be persuaded over the long term, rather than directly in the short term. 
A)  consumers' attitudes are not based on detailed examination of the message. 
B)  information in the messages comes directly from a secondary source. 
C)  information in the messages is not just facts, but contains persuasive arguments, and, thus, is presented not in a direct but in a peripheral way. 
D)  information in the message is primarily cognitive. 
E)  consumers must be persuaded over the long term, rather than directly in the short term.

Question 9

Why are the attitudes of low-elaboration consumers less resistant to attack from competitors?

Accepted Answer

Low-elaboration consumers are those who

Question 10

Over the past four months,Charlotte heard ads that gave ten reasons why she should buy Home brand soup over the competitor.She did not really care,but she formed her attitude based on these reasons.This is an example of attitudes based on

Accepted Answer

A)  counting the number of supporting arguments as a simplifying rule. 
B)  processing a lot of information and trying to simplify the amount of information. 
C)  forming new schemas. 
D)  organizing information into new categories. 
E)  raising attention levels to the point where an attitude can be formed. 
A)  counting the number of supporting arguments as a simplifying rule. 
B)  processing a lot of information and trying to simplify the amount of information. 
C)  forming new schemas. 
D)  organizing information into new categories. 
E)  raising attention levels to the point where an attitude can be formed.

Question 11

The mere exposure effect is the result of

Accepted Answer

A)  increasing understanding of the cognitions in an argument. 
B)  raising attention levels toward the message. 
C)  mere familiarity increasing liking. 
D)  increasing the number of associations attached to a schema. 
E)  attaching more favorable associations to the schema. 
A)  increasing understanding of the cognitions in an argument. 
B)  raising attention levels toward the message. 
C)  mere familiarity increasing liking. 
D)  increasing the number of associations attached to a schema. 
E)  attaching more favorable associations to the schema.

Question 12

Chad could not remember the products that were being endorsed during a graphic program about the Vietnam War on the History Channel.The most probable explanation of this situation is that

Accepted Answer

A)  studies have shown that violence can interfere with a customer's recall ability. 
B)  Chad did not like any of the products being advertised. 
C)  Chad was watching the program for the first time. 
D)  Chad had not seen the ads for products related to the program. 
E)  Chad was not in the Vietnam War. 
A)  studies have shown that violence can interfere with a customer's recall ability. 
B)  Chad did not like any of the products being advertised. 
C)  Chad was watching the program for the first time. 
D)  Chad had not seen the ads for products related to the program. 
E)  Chad was not in the Vietnam War.

Question 13

In low-effort cognitive situations,brand evaluations do not suffer when consumers are repeatedly exposed to messages about product features.

Accepted Answer

A) True 
 B)False

Question 14

A recent study suggests that ____ may be the best indicator of advertising effectiveness.

Accepted Answer

A)  recall of the ad 
B)  recognition of the brand in the ad 
C)  ad length 
D)  attitude toward the ad 
E)  ad comprehension 
A)  recall of the ad 
B)  recognition of the brand in the ad 
C)  ad length 
D)  attitude toward the ad 
E)  ad comprehension

Question 15

A frozen dinner that is named Healthy Meal may lead people to make inferences that are based on

Accepted Answer

A)  persuasive arguments. 
B)  support arguments. 
C)  source credibility. 
D)  source derogation. 
E)  schema-consistent information. 
A)  persuasive arguments. 
B)  support arguments. 
C)  source credibility. 
D)  source derogation. 
E)  schema-consistent information.

Question 16

____ is (are)a way of affecting consumers' attitudes without evoking much elaboration.

Accepted Answer

A)  Transitive ads 
B)  Mystery ads 
C)  Operant conditioning 
D)  Modeling 
E)  Classical conditioning 
A)  Transitive ads 
B)  Mystery ads 
C)  Operant conditioning 
D)  Modeling 
E)  Classical conditioning

Question 17

The percentage of ads that have sexual content has

Accepted Answer

A)  steadily increased. 
B)  not changed. 
C)  steadily decreased. 
D)  almost doubled over the past five years. 
E)  decreased rapidly. 
A)  steadily increased. 
B)  not changed. 
C)  steadily decreased. 
D)  almost doubled over the past five years. 
E)  decreased rapidly.

Question 18

A campaign for Windsor Canadian whiskey shows a man with his briefcase stuck in a subway door with the caption "Fortunately,every day comes with an evening." Since everyone has a bad day once in a while,this is an example of ____ in an ad.

Accepted Answer

A)  a cognitive argument 
B)  experiencing 
C)  self-referencing 
D)  involving 
E)  situational involving 
A)  a cognitive argument 
B)  experiencing 
C)  self-referencing 
D)  involving 
E)  situational involving

Question 19

Classical conditioning was created by Sigmund Freud to show how dogs could be conditioned to salivate when they heard a bell.

Accepted Answer

A) True 
 B)False

Question 20

Consumers are using ____ when they form beliefs based on the number of supporting and counterarguments.

Accepted Answer

A)  the frequency heuristic 
B)  Rob's repetition rule of thumb 
C)  the mere exposure effect 
D)  Weber's law 
E)  the recirculation heuristic 
A)  the frequency heuristic 
B)  Rob's repetition rule of thumb 
C)  the mere exposure effect 
D)  Weber's law 
E)  the recirculation heuristic

How do we increase consumers' involvement in a message and increase the likelihood of message processing?

An ad shows a group of friends,all attractive,having a good time and drinking Boar's Head Cola.How can this ad influence positive attitudes toward the drink?

How can attitudes be affected by the likeability or attractiveness of a source under low-elaboration processing? Give some examples.

Common strategies to induce self-referencing might include all of the following except

One danger is that if humor is not tied or related to the offering,

The canning company wanted its audience to feel romance whenever it saw the giant fish label on its tuna fish can.This was could occur with a lot of advertising.In classical conditioning,the fish label can be thought of as a(n)____ stimulus.

How are central and peripheral routes to persuasion different?

Peripheral routes to persuasion are so named because

Why are the attitudes of low-elaboration consumers less resistant to attack from competitors?

Over the past four months,Charlotte heard ads that gave ten reasons why she should buy Home brand soup over the competitor.She did not really care,but she formed her attitude based on these reasons.This is an example of attitudes based on

The mere exposure effect is the result of

Chad could not remember the products that were being endorsed during a graphic program about the Vietnam War on the History Channel.The most probable explanation of this situation is that

In low-effort cognitive situations,brand evaluations do not suffer when consumers are repeatedly exposed to messages about product features.

A recent study suggests that ____ may be the best indicator of advertising effectiveness.

A frozen dinner that is named Healthy Meal may lead people to make inferences that are based on

____ is (are)a way of affecting consumers' attitudes without evoking much elaboration.

The percentage of ads that have sexual content has

A campaign for Windsor Canadian whiskey shows a man with his briefcase stuck in a subway door with the caption "Fortunately,every day comes with an evening." Since everyone has a bad day once in a while,this is an example of ____ in an ad.

Classical conditioning was created by Sigmund Freud to show how dogs could be conditioned to salivate when they heard a bell.

Consumers are using ____ when they form beliefs based on the number of supporting and counterarguments.

Understanding Consumer Behavior

Motivation, Ability, and Opportunity

From Exposure to Comprehension

Memory and Knowledge

Attitudes Based on High 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 6: Attitudes Based on Low Effort

How do we increase consumers' involvement in a message and increase the likelihood of message processing?

An ad shows a group of friends,all attractive,having a good time and drinking Boar's Head Cola.How can this ad influence positive attitudes toward the drink?

How can attitudes be affected by the likeability or attractiveness of a source under low-elaboration processing? Give some examples.

Common strategies to induce self-referencing might include all of the following except

One danger is that if humor is not tied or related to the offering,

The canning company wanted its audience to feel romance whenever it saw the giant fish label on its tuna fish can.This was could occur with a lot of advertising.In classical conditioning,the fish label can be thought of as a(n)____ stimulus.

How are central and peripheral routes to persuasion different?

Peripheral routes to persuasion are so named because

Why are the attitudes of low-elaboration consumers less resistant to attack from competitors?

Over the past four months,Charlotte heard ads that gave ten reasons why she should buy Home brand soup over the competitor.She did not really care,but she formed her attitude based on these reasons.This is an example of attitudes based on

The mere exposure effect is the result of

Chad could not remember the products that were being endorsed during a graphic program about the Vietnam War on the History Channel.The most probable explanation of this situation is that

In low-effort cognitive situations,brand evaluations do not suffer when consumers are repeatedly exposed to messages about product features.

A recent study suggests that ____ may be the best indicator of advertising effectiveness.

A frozen dinner that is named Healthy Meal may lead people to make inferences that are based on

____ is (are)a way of affecting consumers' attitudes without evoking much elaboration.

The percentage of ads that have sexual content has

A campaign for Windsor Canadian whiskey shows a man with his briefcase stuck in a subway door with the caption "Fortunately,every day comes with an evening." Since everyone has a bad day once in a while,this is an example of ____ in an ad.

Classical conditioning was created by Sigmund Freud to show how dogs could be conditioned to salivate when they heard a bell.

Consumers are using ____ when they form beliefs based on the number of supporting and counterarguments.

Understanding Consumer Behavior

Motivation, Ability, and Opportunity

From Exposure to Comprehension

Memory and Knowledge

Attitudes Based on High 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