Exam 8: Attitudes and Persuasive Communication

The three components of the ABC Model are affect, beliefs, and cognition.

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

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

Identify the elements of balance theory. Discuss possible interaction effects between unit relation and sentiment relation and how they can be applied to a marketing strategy.

Explain the principle of cognitive consistency.

Both the Fishbein model and the extended Fishbein model attempt to measure the influence of attitudes. What was the flaw in the original model and what was added in the extended model to correct this flaw?

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

In the standard learning hierarchy model, attitude is based on behavioral learning processes.

________ occurs when people appear to "forget" about the negative source and change their attitude.

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.

An anti-smoking campaign that showed autopsies of people who died of lung cancer had no effect on the rate that teenagers took up smoking. Why do you think the campaign was ineffective?

What does the sleeper effect suggest about source credibility?

When Jillian Jones is confronted with inconsistencies about a purchase, she is feeling cognitive dissonance.

When Sally sees an ad in a newspaper about a particular product, goes to the store, reviews the actual product offer in the store, rejects the product, and tells the salesperson why she did not buy the product, she is providing ________ in the communications model established by the store.

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

Discuss the low-involvement hierarchy of effects.

Which attitude function is associated with a focus on particular social identities and lifestyles (e.g., "What sort of man reads Playboy?")?

________ considers how people perceive relations among different attitude objects, and how they alter their attitudes to remain consistent.

Compare and contrast the uses of the emotional appeals of sex, humor, and fear in advertising. What are the strengths and weaknesses of each?

Which of the following theories measures attitude toward the act of buying, rather than only the attitude toward the product itself?