Exam 8: Attitude Change and Interactive Communications

The two-factor theory suggests that there is an optimal number of repetitions for a message.

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.

The tendency for consumers to like things,including products,simply because they are more familiar to them is called the:

Facebook,Twitter,or LinkedIn are all examples of:

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?

Once a marketing message is received,the consumer begins to process it.Depending upon how personally involving the information is to the consumer,s/he will follow one of two routes to persuasion,according to the:

Why is the relationship between fear and attitude change considered non-montonic?

What is meant by the term second-order response?

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.

Helen loves women's volleyball.She played in high school and watches every college match.A lot of her friends expressed similar interests.Helen set up a network of more than a thousand students who were willing to get messages about the school's volleyball team and the volleyball program on their cellphones.The athletic program now pays Helen a small fee to place the team's schedule in her messages.Helen is engaged in ________.

Consumers' beliefs about a product are affected by information they receive through marketing communications.When the communicator's knowledge about the topic is judged to be inadequate or inaccurate,the source is said to have:

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

Marketers want to use experts,such as medical doctors,because they would seem to be effective at changing attitudes toward utilitarian products such as headache pills or liniments.Viewers who trust them realize the products have ________ and need reassurance that they will work.

All of the following,EXCEPT ________,relate to advertising repetition.

What is meant by the term first-order response?

Compare and contrast hype versus buzz.Which would you like to encourage as a marketer?

While source effects can be dramatic,they only apply to a limited number of special message conditions.

What is source attractiveness? Does it relate to some products more than others ?

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

Karen is a member of a team that has been hired by the record label company to chat about a newly released album on a number of popular teen sites and rate it highly and extensively in web reviews.Explain what Karen is doing.