Exam 8: Attitudes and Persuasion

Jason believes that dressing formally (e.g., a coat and tie) marks him as a man who is "dressed for success"; therefore Jason dresses formally even in class or for casual occasions. Jason is basing this decision on the cognition part of the ABC model of attitudes.

According to the elaboration likelihood model, marketers of a low-involvement product must first change attitudes before customers are likely to purchase their product.

What form of marketing is based on the premise that a marketer will be much more successful when he communicates with consumers who have already agreed to listen to him?

Considering the effects of cognitive dissonance, supplying customers with additional reinforcement after a purchase can be a good marketing strategy.

________ refers to a strategy in which a message compares two or more specifically named or recognizably presented brands and evaluates them in terms of one or more specific attributes.

It is generally felt that a hierarchy of effects describes the relative influence of the ABC model of attitudes. Which hierarchy would be most appropriate for a consumer who is a loyal Coca-Cola consumer and drinks Coca-Cola for the "pleasure of it"? Cite the hierarchy and briefly describe its order and function.

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

What is the first step in the standard learning hierarchy approach?

Latitudes of acceptance and rejection are important aspects of social judgment theory.

What does the sleeper effect suggest about source credibility?

Do sex-related ads work? Which of the following best answers this question?

All multiattribute attitude models specify the importance of three elements. Two of those elements are attributes and beliefs. What is the third element?

Describe the functional theory of attitudes and its components (functions).

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

Justin is in charge of promoting a product that most of his customers perceive as a low-involvement product. He created a TV ad and aired it over and over. His colleague Beth questioned his strategy, saying that the repetition would create a negative reaction to the product. According to the mere exposure phenomenon, Beth is likely to be proven wrong.

Kanisha is confronted with a strange set of products during her most recent visit to the cosmetics counter at her favorite department store. Urban Grunge nail polish is "hot, hot, hot" according to recent ads. Kanisha likes the idea of a new nail polish but is unsure about the image that might be projected by the dull colors of the nail polish line. With such names as Street Slime, Garbage Goo, and Trash Can, caution might be the right move. Which of the following attitude functions most closely matches Kanisha's purchase decision?

According to the basic ABC model of attitudes, ________ refers to the beliefs a consumer has about an attitude object.

A marketing study found that respondents believed that a dark-haired model would be more effective in selling gold jewelry than a blond-haired model would be if the dark-haired model was not perceived to be ethnic. What two ideas of using celebrities as communication sources are most likely to be at work here?

The fine line between familiarity and boredom has been explained by the ________, which proposes that two separate psychological processes are operating when a person is repeatedly exposed to an ad.

M-commerce most likely takes place through ________.