Exam 7: The Role of Persuasion in Integrated Marketing Communications

In Pavlov's experiment,the meat powder was the _____.

Based on the attitude formation equation,io ,the ei term refers to an _____.

Voluntary attention occurs when a person is attracted to a stimulus and continues to pay attention because it holds his or her interest.

Marketers can enhance the consumers' opportunity to encode information by _____.

The three strategies for changing attitudes include influencing consumers' brand-related beliefs,influencing existing evaluations,and adding an entirely new outcome into how consumers judge brands in a product category.

Motivation is high when a message relates to a person's present goals and needs.

Identify and explain the six tools of influence that were identified by Robert Cialdini.

Suppose Gina,who has always purchased Johnson & Johnson Baby Shampoo in the past,decides to switch to Paul Mitchell shampoo and conditioner (a line sold only in hair salons).Her switch occurs because she has been convinced that gentleness is not as important as she previously thought.In attitude-change-strategy terms,what has happened?

Audrey Thomas-Alexander is asked to make a contribution to United Way.She asks the amount other people are giving and ends up giving that amount.She has used the _____ tool of influence.

Which tool of influence is being used when a car salesperson gets a consumer to agree to a price and then says they have to get their sales manager's approval?

Motivation,opportunity,and attitude determine each person's elaboration likelihood for a particular message.

The personal relevance that a communication has for a receiver is a critical determinant of the extent and form of persuasion.

Explain how the concept of click-whirr behavior applies to consumers.

Calvin refuses to eat his spinach.His father says,"Eat your spinach,Calvin,and you can stay up one hour longer than your normal bedtime." What influence tool is the father using?

Suppose a salesperson made the following statement in attempting to sell you stereo speakers."The head of the music department at the University bought these exact speakers just last week." What influence tool is the salesperson using?

The effective component of attitudes focuses on _____.

When elaboration likelihood is high,the receiver will focus predominantly on peripheral cues rather than message arguments.

Attitudes _____.

Marketers can enhance the consumers' opportunity to reduce processing time by _____.

As part of the socialization process in all cultures,people acquire a _____.