Exam 8: Attitude Change and Interactive Communications

When Ashley enters the used car lot to look for her next car,she draws upon the knowledge that car salespeople often use "hard-sell" techniques and she raises her guard in order to defend herself from a persuasion attempt. This is consistent with:

The elaboration likelihood model (ELM)refers to the nature of counter-arguments a consumer makes when listening to a persuasive message.

What is meant by the term "sock puppeting"? Give an example.

Many major Super Bowl sponsors have their digital media teams at the ready so that they can leverage opportunities throughout the game. This is known as:

Unless the consumer already has considerable information about a product,a credible source is not persuasive.

The communications model specifies a number of elements necessary for communication to be achieved. These elements include the message and the medium.

What are some of the advantages in using non-human endorsers?

The "Persuasion Knowledge Model" (PKM)suggests that:

Roy saw the point-of-sale sample of cork flooring at the building supply company. When he got home he went on the Internet to find out more about the product. This is an example of:

In preparing ads,the use of supportive arguments only is typical of a(n)________ argument approach to advertising.

In a major study of factors that determine if commercials would be persuasive,it was found that the single most important factor was whether the communication contained a message that stressed a unique benefit or product feature.

The marketer who is trying to develop favourable attitudes toward his shortbread cookies would find which of these sources most effective in persuading consumers?

The main difference between buzz and hype is that hype is seen as authentic.

A key concept of the two-factor theory on the effects of repetition of ads is that:

Sometimes where something is said can be as important as what is said.

The elaboration likelihood model (ELM)approach has received a lot of research support. In one typical study,undergraduates were exposed to one of several mock advertisements for Break,a new brand of low-alcohol beer. What three independent variables that were crucial to the ELM were manipulated?

In 2006,Sony launched a program in which it hired a person to pretend he was a huge PSP fan. The person created a hip-hop song,a YouTube video,as well as a website dedicated to his love for Sony's PSP (called alliwantforxmasismypsp.com). This is an example of:

Not-for-profit organizations need to delicately balance the positive returns people get from helping to raise money for the organization's needs,and the fact that they need to suffer a bit for the cause. This is called: