Exam 8: Attitude Change and Interactive Communications

Fear can be a powerful tool to use for attitude change if done carefully. LaRoyce was thinking of using fear to convey a drug prevention message to her teen target audience. To ensure success the message needs to be:

Why are limited edition items appealing to consumers?

An advertisement for Canadian Club whiskey playfully compares trying one's first whiskey to a man growing his first chest hair. This is an example of a ________ appeal.

Facebook,Twitter,and LinkedIn are all examples of:

The elaboration likelihood model (ELM)assumes that once a consumer receives a message,he or she begins to process it. Depending on the personal relevance of the information,one of two routes to persuasion will be followed. Briefly describe them.

After studying the IKEA catalogue,Lee phoned and placed an order for a new table. This is an example of a first-order response.

Discuss the important elements that influence the persuasiveness of the message.

Identify the major elements of the traditional communications model.

One of the key elements of using avatars over flesh-and-blood models is:

What is meant by the term "first-order response"?

You have been hired by the Government of Canada as a consultant to inform their tobacco labelling campaign. In particular,they are concerned that some of the anti-smoking labels on cigarette packaging are too graphic and upsetting for consumers. Given what you know about fear appeals,what would you advise?

Careful consideration of message content,generation of cognitive responses to ad arguments,and a rational evaluation of an ad's persuasive element are all typical of messages processed via the ________ route to persuasion.

What is meant by the term "second-order response"?

The ________ is said to have occurred when consumers appear to "forget" that they had disliked a message source,yet over time the message got across,effectively changing their attitudes toward a product.

Recall of "thinking" ads is higher than that for "feeling" ads because conventional measures of advertising effectiveness (such as "day-after-recall tests")are oriented toward cognitive responses and do not adequately assess the cumulative effects of emotional ads.

According to the elaboration likelihood model (ELM),the primary determinant of which route a consumer will follow in processing a message depends upon the:

Research shows that people have been shown to be more giving after they have received something.

________ is a type of literary device that combines a play on words with a relevant picture.

Jason wanted to finely tune the company's message to suit various small groups of consumers. He was looking to:

Source ________ relates to consumers' beliefs that a communicator is both competent and willing to provide the information necessary for them to make an adequate evaluation of competing products.