Exam 7: Attitudes and Persuasion

Which theory of attitudes assumes that people use observations of their own behavior to determine what their attitudes are?

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?

In the communications model, the element in which the message originates is the ________.

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

Roger was really angry when Coca-Cola attempted to switch from its older formula to New Coke. He wrote letters to Coca-Cola, talked to friends, called the local bottler, attempted to hoard "old Coke," and complained to the local grocery store manager. In this example, which of the following kinds of degree of commitment would be most closely associated with Roger and his attitudes?

Balance theory reminds us that consistency is necessary to make any consumer decision.

The ________ route to persuasion is taken when the receiver is not really motivated to think about the arguments made in a communication message.

According to the definition given in the text, the object of an attitude (Ao) can be an object, but not a person.

What are the six major psychological principles that can influence people to change their minds or comply with a request? Be specific in your answer.

Source ________ refers to the message source's perceived social value.

The elaboration likelihood model assumes that under conditions of high-involvement processing, the consumer normally takes what is called the peripheral route to persuasion.

Some theorists have proposed a model that focuses on studying consumer goals as a way to explore attitude formation. According to this model, what consumers believe they have to do to attain their goals would also be part of any evaluation of attitudes. Which of the following theories would be most closely linked to the statements above?

A politician attempts to gain support for her campaign for mayor by releasing a poll showing that almost 70 percent of the city's voters support her position on property taxes. What basic psychological principle is the politician using to persuade voters that she should be the next mayor?

M-commerce takes place primarily through what medium?

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.

What is the elaboration-likelihood model of persuasion? Describe and discuss its features. What are the implications of the ELM for marketing promotions?

The Smith Company uses after-sale interviews with its customers to examine how well the customers were served by the sales force 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.

The traditional communication model that regards a broadcast message as perishable doesn't work as well with narrowcasting as it does with broadcasting.

The psychological principle of reciprocity is at work when we take into account what others do before we decide what to do.

Most messages merely present one or more positive attributes about a product or reasons to buy it. Which of the following best describes this approach to communicating a message?