Question 1

If Harley-Davidson only produces enough motorcycles to satisfy 70% of market demand,they are appealing to a psychological principle known as:

Accepted Answer

A)  scarcity. 
B)  denial. 
C)  authority. 
D)  consensus. 
A)  scarcity. 
B)  denial. 
C)  authority. 
D)  consensus.

Question 2

A central goal of many marketing communications is an active attempt to change a person's attitude,an action called:

Accepted Answer

A)  persuasion. 
B)  selling. 
C)  promotion. 
D)  conversion. 
A)  persuasion. 
B)  selling. 
C)  promotion. 
D)  conversion.

Question 3

Due to the difficulty of making persuasive communications effective,"experts" are used as spokespeople for utilitarian products which have a high performance risk.

Accepted Answer

A) True 
 B)False

Question 4

Explain how Wikipedia is vulnerable to sock puppeting.

Accepted Answer

Sock puppeting refers to a company execu

Question 5

All of the following refer to the attractiveness of a source that emanates from his/her,EXCEPT:

Accepted Answer

A)  physical appearance. 
B)  personality. 
C)  social status. 
D)  expertise. 
A)  physical appearance. 
B)  personality. 
C)  social status. 
D)  expertise.

Question 6

Why are limited edition items appealing to consumers?

Accepted Answer

A good answer will highlight the princip

Question 7

When Bristol-Myers states that "New Liquid Vanish really does clean tough rust stains below the waterline better than Lysol," it is using which of the following strategies?

Accepted Answer

A)  cognitive differentiation 
B)  emotional appeal 
C)  comparative advertising 
D)  conclusion advertising 
A)  cognitive differentiation 
B)  emotional appeal 
C)  comparative advertising 
D)  conclusion advertising

Question 8

Under what circumstances should marketers stress the sources characteristics of credibility and/or attractiveness?

Accepted Answer

There should be a match between the need

Question 9

Identify and describe three forms of social media platforms that are currently available.

Accepted Answer

•Blogs: Diary-like entries posted to the

Question 10

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.

Accepted Answer

A) True 
 B)False

Question 11

A car manufacturer admits in a television commercial that its automobile is costly and lacks a great deal of stylishness.However,the company's spokesperson also points out that it has the best safety record on the road and takes special care to ensure that small children ride well and safely in their cars.The manufacturer is making a two-sided argument with this type of message.

Accepted Answer

A) True 
 B)False

Question 12

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

Accepted Answer

A) True 
 B)False

Question 13

A car advertiser says its cars are the most expensive within the model class and are not known for their styling,but they have the best safety and quality record of any cars within the model class.What argument is the car advertiser using?

Accepted Answer

A)  a two-sided argument 
B)  a one-sided argument 
C)  a support argument 
D)  a negative argument 
A)  a two-sided argument 
B)  a one-sided argument 
C)  a support argument 
D)  a negative argument

Question 14

Craig Spencer was a popular weatherman in the largest media outlet in a medium-sized market.He was known for giving accurate forecasts with detailed scientific precision in a no-nonsense manner.According to the match-up hypothesis,for which of the following products would Craig be best suited as a celebrity endorser?

Accepted Answer

A)  A home weather station promoted by a slightly confused weatherman who makes lots of mistakes until corrected by the home station. 
B)  A public service promotion countering negative feelings about minorities. 
C)  A computer program designed to help elementary school children learn science. 
D)  An anti-smoking advertisement that illustrates the symptoms of emphysema. 
A)  A home weather station promoted by a slightly confused weatherman who makes lots of mistakes until corrected by the home station. 
B)  A public service promotion countering negative feelings about minorities. 
C)  A computer program designed to help elementary school children learn science. 
D)  An anti-smoking advertisement that illustrates the symptoms of emphysema.

Question 15

What element is missing from the traditional communications model?

Accepted Answer

Although the traditional communications

Question 16

Danielle and Kelli Jo both saw the same ad.The product being advertised was very important to Danielle,but of only minor interest to Kelli Jo.According to the elaboration likelihood model,even if both women buy the product,how will the relationship between attitude change and behaviour be different?

Accepted Answer

A)  Danielle will think about it first and then purchase. Kelli Jo will purchase first and then change her attitude about the product later. 
B)  Danielle will purchase first and then change her attitude. Kelli Jo will think about it first and then purchase the product. 
C)  Both women will change their attitudes first, but Kelli Jo will not purchase until she sees Danielle purchasing. She will then model Danielle's behaviour. 
D)  Both women will change their attitudes first, but Kelli Jo will not change her beliefs about the product and Danielle will. 
A)  Danielle will think about it first and then purchase. Kelli Jo will purchase first and then change her attitude about the product later. 
B)  Danielle will purchase first and then change her attitude. Kelli Jo will think about it first and then purchase the product. 
C)  Both women will change their attitudes first, but Kelli Jo will not purchase until she sees Danielle purchasing. She will then model Danielle's behaviour. 
D)  Both women will change their attitudes first, but Kelli Jo will not change her beliefs about the product and Danielle will.

Question 17

Jason Fredrick has found that his company's sales message is much more targeted and successful if he allows prospective customers to "opt out" of listening to his prepared message if they are sincerely not interested in the message or the company's product.This new approach to communications and marketing is called ________.

Accepted Answer

A)  relationship marketing. 
B)  permission marketing. 
C)  reverse communication. 
D)  normed communication. 
A)  relationship marketing. 
B)  permission marketing. 
C)  reverse communication. 
D)  normed communication.

Question 18

Discuss one-sided versus two-sided arguments and give an illustration of each.

Accepted Answer

Most messages merely present one or more

Question 19

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.

Accepted Answer

A)  main avenue 
B)  direct 
C)  tertiary 
D)  central 
A)  main avenue 
B)  direct 
C)  tertiary 
D)  central

Question 20

Explain how mere exposure and advertising wearout intersect.

Accepted Answer

Contrary to the saying "familiarity bree

If Harley-Davidson only produces enough motorcycles to satisfy 70% of market demand,they are appealing to a psychological principle known as:

A central goal of many marketing communications is an active attempt to change a person's attitude,an action called:

Due to the difficulty of making persuasive communications effective,"experts" are used as spokespeople for utilitarian products which have a high performance risk.

Explain how Wikipedia is vulnerable to sock puppeting.

All of the following refer to the attractiveness of a source that emanates from his/her,EXCEPT:

Why are limited edition items appealing to consumers?

When Bristol-Myers states that "New Liquid Vanish really does clean tough rust stains below the waterline better than Lysol," it is using which of the following strategies?

Under what circumstances should marketers stress the sources characteristics of credibility and/or attractiveness?

Identify and describe three forms of social media platforms that are currently available.

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.

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

A car advertiser says its cars are the most expensive within the model class and are not known for their styling,but they have the best safety and quality record of any cars within the model class.What argument is the car advertiser using?

What element is missing from the traditional communications model?

Danielle and Kelli Jo both saw the same ad.The product being advertised was very important to Danielle,but of only minor interest to Kelli Jo.According to the elaboration likelihood model,even if both women buy the product,how will the relationship between attitude change and behaviour be different?

Discuss one-sided versus two-sided arguments and give an illustration of each.

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.

Explain how mere exposure and advertising wearout intersect.

An Introduction to Consumer Behaviour

Perception

Learning and Memory

Motivation and Affect

The Self

Personality, Lifestyles, and Values

Attitudes

Individual Decision Making

Buying and Disposing

Group Influence and Social Media

Income, Social Class, and Family Structure

Subcultures

Cultural Influences on Consumer Behaviour

The Creation and Diffusion of Culture

Filters

Exam 8: Attitude Change and Interactive Communications

If Harley-Davidson only produces enough motorcycles to satisfy 70% of market demand,they are appealing to a psychological principle known as:

A central goal of many marketing communications is an active attempt to change a person's attitude,an action called:

Due to the difficulty of making persuasive communications effective,"experts" are used as spokespeople for utilitarian products which have a high performance risk.

Explain how Wikipedia is vulnerable to sock puppeting.

All of the following refer to the attractiveness of a source that emanates from his/her,EXCEPT:

Why are limited edition items appealing to consumers?

When Bristol-Myers states that "New Liquid Vanish really does clean tough rust stains below the waterline better than Lysol," it is using which of the following strategies?

Under what circumstances should marketers stress the sources characteristics of credibility and/or attractiveness?

Identify and describe three forms of social media platforms that are currently available.

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.

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

A car advertiser says its cars are the most expensive within the model class and are not known for their styling,but they have the best safety and quality record of any cars within the model class.What argument is the car advertiser using?

What element is missing from the traditional communications model?

Discuss one-sided versus two-sided arguments and give an illustration of each.

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.

Explain how mere exposure and advertising wearout intersect.

An Introduction to Consumer Behaviour

Perception

Learning and Memory

Motivation and Affect

The Self

Personality, Lifestyles, and Values

Attitudes

Individual Decision Making

Buying and Disposing

Group Influence and Social Media

Income, Social Class, and Family Structure

Subcultures

Cultural Influences on Consumer Behaviour

The Creation and Diffusion of Culture

Filters