Question 1

What is a two-sided message? In what situation is a two-sided message most effective? In what situation is it more preferred to use a one-sided message?

Accepted Answer

A two-sided message is a message that presents a brand's strengths as well as its weaknesses. Two-sided messages are most effective with highly knowledgeable or educated consumers who are probably aware of both sides anyway. Consumers with less education or information are less likely to see both sides, so negatives need not be addressed. One-sided messages are more effective for simple reinforcement of existing attitudes, since people look for confirmation of their opinions. For such individuals, a two-sided message might plant doubts in their mind about their positive beliefs, thereby creating dissonance.

Question 2

In the dissonance-attribution hierarchy, the order of communication effects is do-feel-think.

Accepted Answer

A) True 
 B)False  True

Question 3

Jessie has trouble downloading her pictures from her new digital camera. She is experiencing an attribution toward things.

Accepted Answer

A) True 
 B)False  True

Question 4

What is the dual-mediation hypothesis?

Accepted Answer

The answer of What is the dual-mediation hypothesis?...

Question 5

Which of the following should marketers do in response to the consumers learning according to passive learning theory?

Accepted Answer

A)  High frequency advertising 
B)  Provide customers with sales personnel 
C)  Informational packets 
D)  Lower prices 
E)  Value packaging 
A)  High frequency advertising 
B)  Provide customers with sales personnel 
C)  Informational packets 
D)  Lower prices 
E)  Value packaging

Question 6

What are the three theories where behavioral modification occurs under relatively high-involvement conditions?

Accepted Answer

The answer of What are the three theories where behavioral...

Question 7

In what marketplace situation does the standard learning hierarchy of communication effects prevail best?

Accepted Answer

The answer of In what marketplace situation does the standard...

Question 8

What are the three characteristics that credible sources typically share? Briefly describe them.

Accepted Answer

The answer of What are the three characteristics that credible...

Question 9

Passive learning occurs in low-involvement media.

Accepted Answer

A) True 
 B)False

Question 10

When the message receiver attacks the message source, thereby rejecting it altogether, this is called __________.

Accepted Answer

A)  Explicit framing 
B)  Belief discrepancy 
C)  Message discrepancy 
D)  Source derogation 
E)  Source involvement 
A)  Explicit framing 
B)  Belief discrepancy 
C)  Message discrepancy 
D)  Source derogation 
E)  Source involvement

Question 11

Which belief-importance model assumes that higher ratings on belief scales are preferable to lower ratings?

Accepted Answer

A)  The infinite ideal point belief-importance model 
B)  The Rosenburg model 
C)  The Fishbein model 
D)  Fishbein's theory of reasoned action 
E)  Belief importance model 
A)  The infinite ideal point belief-importance model 
B)  The Rosenburg model 
C)  The Fishbein model 
D)  Fishbein's theory of reasoned action 
E)  Belief importance model

Question 12

When a new Verizon customer purchases a phone, he is given free Internet for the first month. What is this an example of?

Accepted Answer

A)  Affect transferral 
B)  Dual-mediation hypothesis 
C)  Dissonance 
D)  Connative behavioral influence perspective 
E)  Attribution theory 
A)  Affect transferral 
B)  Dual-mediation hypothesis 
C)  Dissonance 
D)  Connative behavioral influence perspective 
E)  Attribution theory

Question 13

1 Thoughtful reactions audience members have when exposed to persuasive marketing communications, from which they form descriptive beliefs are __________.

Accepted Answer

A)  Cognitive responses 
B)  Support responses 
C)  Belief discrepancies 
D)  Message responses 
E)  Information responses 
A)  Cognitive responses 
B)  Support responses 
C)  Belief discrepancies 
D)  Message responses 
E)  Information responses

Question 14

Perceived social pressure to conform to the behavioral standards of other important persons or social groups is __________.

Accepted Answer

A)  Motivation to comply 
B)  Normative beliefs 
C)  Subjective motivation 
D)  Inclusive motivation 
E)  Hedonic beliefs 
A)  Motivation to comply 
B)  Normative beliefs 
C)  Subjective motivation 
D)  Inclusive motivation 
E)  Hedonic beliefs

Question 15

What are the four types of mondanic rating scales?

Accepted Answer

The answer of What are the four types of mondanic...

Question 16

Self-perception theory is a type of cognitive theory which suggests that that when asked about attitudes of which they are uncertain, people sometimes reflect on their behavior and infer what their attitudes must be.

Accepted Answer

A) True 
 B)False

Question 17

What is the order of action a consumer takes when using the standard learning hierarchy?

Accepted Answer

A)  Think, do, feel 
B)  Feel, think, do 
C)  Think, feel, do 
D)  Do, feel, think 
E)  Do, think, feel 
A)  Think, do, feel 
B)  Feel, think, do 
C)  Think, feel, do 
D)  Do, feel, think 
E)  Do, think, feel

Question 18

Attractiveness is the most important for a source's persuasiveness.

Accepted Answer

A) True 
 B)False

Question 19

The package on a bag of potato chips reads "ZERO TRANS FATS." The actual fat content in grams is only shown on the nutrition label. What is this an example of?

Accepted Answer

A)  Implicit framing 
B)  Explicit framing 
C)  Message framing 
D)  Belief discrepancies 
E)  Ethical repositioning 
A)  Implicit framing 
B)  Explicit framing 
C)  Message framing 
D)  Belief discrepancies 
E)  Ethical repositioning

Question 20

Compare a primacy effect to a recency effect. If an audience is disinterested, which method should marketers use?

Accepted Answer

The answer of Compare a primacy effect to a recency...

What is a two-sided message? In what situation is a two-sided message most effective? In what situation is it more preferred to use a one-sided message?

In the dissonance-attribution hierarchy, the order of communication effects is do-feel-think.

Jessie has trouble downloading her pictures from her new digital camera. She is experiencing an attribution toward things.

What is the dual-mediation hypothesis?

Which of the following should marketers do in response to the consumers learning according to passive learning theory?

What are the three theories where behavioral modification occurs under relatively high-involvement conditions?

In what marketplace situation does the standard learning hierarchy of communication effects prevail best?

What are the three characteristics that credible sources typically share? Briefly describe them.

Passive learning occurs in low-involvement media.

When the message receiver attacks the message source, thereby rejecting it altogether, this is called __________.

Which belief-importance model assumes that higher ratings on belief scales are preferable to lower ratings?

When a new Verizon customer purchases a phone, he is given free Internet for the first month. What is this an example of?

1 Thoughtful reactions audience members have when exposed to persuasive marketing communications, from which they form descriptive beliefs are __________.

Perceived social pressure to conform to the behavioral standards of other important persons or social groups is __________.

What are the four types of mondanic rating scales?

Self-perception theory is a type of cognitive theory which suggests that that when asked about attitudes of which they are uncertain, people sometimes reflect on their behavior and infer what their attitudes must be.

What is the order of action a consumer takes when using the standard learning hierarchy?

Attractiveness is the most important for a source's persuasiveness.

The package on a bag of potato chips reads "ZERO TRANS FATS." The actual fat content in grams is only shown on the nutrition label. What is this an example of?

Compare a primacy effect to a recency effect. If an audience is disinterested, which method should marketers use?

Consumer Behavior Overview

Market Segmentation

Overview of Consumer Decision Making

Stages in Consumer Decision Making

Cultural Influences

Subcultural Influences

Social Class Influences

Reference Groups and Social Influences

Family Influences

Group and Interpersonal Communications for Innovations: Adoption and Diffusion Processes

Personality and Lifestyle

Motivation

Perception and Information Processing

Learning and Memory

Filters

Exam 15: Attitude Formation and Change

What is a two-sided message? In what situation is a two-sided message most effective? In what situation is it more preferred to use a one-sided message?

In the dissonance-attribution hierarchy, the order of communication effects is do-feel-think.

Jessie has trouble downloading her pictures from her new digital camera. She is experiencing an attribution toward things.

What is the dual-mediation hypothesis?

Which of the following should marketers do in response to the consumers learning according to passive learning theory?

What are the three theories where behavioral modification occurs under relatively high-involvement conditions?

In what marketplace situation does the standard learning hierarchy of communication effects prevail best?

What are the three characteristics that credible sources typically share? Briefly describe them.

Passive learning occurs in low-involvement media.

When the message receiver attacks the message source, thereby rejecting it altogether, this is called __________.

Which belief-importance model assumes that higher ratings on belief scales are preferable to lower ratings?

When a new Verizon customer purchases a phone, he is given free Internet for the first month. What is this an example of?

1 Thoughtful reactions audience members have when exposed to persuasive marketing communications, from which they form descriptive beliefs are __________.

Perceived social pressure to conform to the behavioral standards of other important persons or social groups is __________.

What are the four types of mondanic rating scales?

Self-perception theory is a type of cognitive theory which suggests that that when asked about attitudes of which they are uncertain, people sometimes reflect on their behavior and infer what their attitudes must be.

What is the order of action a consumer takes when using the standard learning hierarchy?

Attractiveness is the most important for a source's persuasiveness.

The package on a bag of potato chips reads "ZERO TRANS FATS." The actual fat content in grams is only shown on the nutrition label. What is this an example of?

Compare a primacy effect to a recency effect. If an audience is disinterested, which method should marketers use?

Consumer Behavior Overview

Market Segmentation

Overview of Consumer Decision Making

Stages in Consumer Decision Making

Cultural Influences

Subcultural Influences

Social Class Influences

Reference Groups and Social Influences

Family Influences

Group and Interpersonal Communications for Innovations: Adoption and Diffusion Processes

Personality and Lifestyle

Motivation

Perception and Information Processing

Learning and Memory

Filters