Question 1

Why would anyone want to use fear in a commercial?

Accepted Answer

A) Advertisers find it increases sales by appealing to cognitively based attitudes. 
B) Advertisers want to grab the attention of the target audience. 
C) Advertisers do not use fear unless mandated by the government. 
D) Scaring people into healthy behaviors is highly effective. 
A) Advertisers find it increases sales by appealing to cognitively based attitudes. 
B) Advertisers want to grab the attention of the target audience. 
C) Advertisers do not use fear unless mandated by the government. 
D) Scaring people into healthy behaviors is highly effective.

Question 2

According to the authors of your text,people's common perceptions of the effectiveness of advertising is ironic in that most people believe ____ are ineffective,but they are actually fairly effective,and most people believe ____ are effective,but they really are not very effective.

Accepted Answer

A) advertisements; subliminal messages 
B) subliminal messages; advertisements 
C) product placements; advertisements 
D) emotional appeals; logical arguments 
A) advertisements; subliminal messages 
B) subliminal messages; advertisements 
C) product placements; advertisements 
D) emotional appeals; logical arguments

Question 3

Imagine that you are trying to promote a new type of low-fat snack food to a group of people in the grocery store.You know that these people are high in the need for cognition.What type of persuasive communication would you deliver?

Accepted Answer

A) a message with several high-quality arguments 
B) a message that appeals to their feelings 
C) a message given by a very attractive speaker 
D) a balanced message containing both high-quality and low-quality arguments 
A) a message with several high-quality arguments 
B) a message that appeals to their feelings 
C) a message given by a very attractive speaker 
D) a balanced message containing both high-quality and low-quality arguments

Question 4

When we seek to infer our attitudes,one reason that relying on moods or emotions as heuristics can mislead us is that

Accepted Answer

A) we seldom know what we're really feeling. 
B) we may not know the true source of our emotions. 
C) moods or emotions interfere with our motivation and ability to attend to relevant information. 
D) different attitudes generate different emotions. 
A) we seldom know what we're really feeling. 
B) we may not know the true source of our emotions. 
C) moods or emotions interfere with our motivation and ability to attend to relevant information. 
D) different attitudes generate different emotions.

Question 5

According to research by Han and Shavitt (1990),what are the cultural differences in the kinds of attitudes people hold about the same consumer product?

Accepted Answer

A) People in Asian cultures are more receptive to ads for utilitarian products. 
B) People in Asian cultures are less consumer-oriented than are people in the United States. 
C) Ads that focus on individuality and self-improvement work better in Western cultures than in Asian cultures. 
D) Ads that focus on emotions and values work better in Asian cultures than in the United States. 
A) People in Asian cultures are more receptive to ads for utilitarian products. 
B) People in Asian cultures are less consumer-oriented than are people in the United States. 
C) Ads that focus on individuality and self-improvement work better in Western cultures than in Asian cultures. 
D) Ads that focus on emotions and values work better in Asian cultures than in the United States.

Question 6

Corey and Jennifer engage in a debate in speech class.Corey goes first and Jennifer goes second.Most students thought that Corey did a better job in the debate.Assuming that the quality of the arguments and presentation by the two speakers was equally good,this would be an example of a(n) ____ effect.

Accepted Answer

A) primacy 
B) recency 
C) accessibility 
D) central route 
A) primacy 
B) recency 
C) accessibility 
D) central route

Question 7

Recall that Richard LaPiere (1934)found a discrepancy between proprietors' reported attitudes toward accommodating Chinese and their willingness to provide services to a Chinese couple who accompanied him on his travels.The discrepancy between proprietors' attitudes and actual behaviors might have been reduced had LaPiere written and asked them,

Accepted Answer

A) "Would you let members of the Chinese race eat at your restaurant?" 
B) "Would you serve dinner to a Chinese couple accompanied by an American professor?" 
C) "On a one-to-five scale,how do you feel about Chinese visitors to the United States?" 
D) "Would you say that you have a positive attitude toward Asian visitors to the United States?" 
A) "Would you let members of the Chinese race eat at your restaurant?" 
B) "Would you serve dinner to a Chinese couple accompanied by an American professor?" 
C) "On a one-to-five scale,how do you feel about Chinese visitors to the United States?" 
D) "Would you say that you have a positive attitude toward Asian visitors to the United States?"

Question 8

Even though Mario dislikes roller coasters,he may decide to take a ride because his best friend really wants him to ride the new Tidal Wave.This example shows the importance of ____ on our behavioral decisions.

Accepted Answer

A) subjective norms 
B) the reciprocity norm 
C) altruism 
D) persuasive communication 
A) subjective norms 
B) the reciprocity norm 
C) altruism 
D) persuasive communication

Question 9

According to the heuristic-systematic model of persuasion,when people use the peripheral route of persuasion,they rely on

Accepted Answer

A) cognitive arguments. 
B) strength of the argument. 
C) heuristics. 
D) dissonance reduction. 
A) cognitive arguments. 
B) strength of the argument. 
C) heuristics. 
D) dissonance reduction.

Question 10

Jane is asked what kind of computer she prefers.She says,"Well,I always seem to be working on a Macintosh,so I guess I like them best." In this case,Jane's attitude appears to be

Accepted Answer

A) affectively based. 
B) cognitively based. 
C) value-based. 
D) behaviorally based. 
A) affectively based. 
B) cognitively based. 
C) value-based. 
D) behaviorally based.

Question 11

Who is most likely to form a behaviorally based attitude?

Accepted Answer

A) Lucinda,who tastes sushi for the first time because she is curious and hates it 
B) Carmen,who goes clogging with her friends because they insist on her accompanying them 
C) Jeremiah,who finds himself spending hours on the Internet for no good reason 
D) Paco,who goes to the gym five days a week because the doctor ordered him to lose weight and exercise 
A) Lucinda,who tastes sushi for the first time because she is curious and hates it 
B) Carmen,who goes clogging with her friends because they insist on her accompanying them 
C) Jeremiah,who finds himself spending hours on the Internet for no good reason 
D) Paco,who goes to the gym five days a week because the doctor ordered him to lose weight and exercise

Question 12

Why,according to research by William McGuire (1964),does attitude inoculation work to increase resistance to subsequent persuasion attempts? Attitude inoculation

Accepted Answer

A) generates psychological reactance,so people ignore subsequent messages. 
B) encourages people to think about the issues and to generate counterarguments. 
C) raises self-esteem,and thus makes people less vulnerable to later persuasion attempts. 
D) increases fear,and thus make people less responsive to logical arguments. 
A) generates psychological reactance,so people ignore subsequent messages. 
B) encourages people to think about the issues and to generate counterarguments. 
C) raises self-esteem,and thus makes people less vulnerable to later persuasion attempts. 
D) increases fear,and thus make people less responsive to logical arguments.

Question 13

Recall that Howard Leventhal and his colleagues (Leventhal,Watts,& Pagano,1967)showed some smokers a graphic film about lung cancer and gave them a pamphlet with instructions on how to quit; other smokers received either the pamphlet alone,or watched the grisly film.After three months,those smokers who received only the pamphlet with instructions were smoking significantly more than those who both saw the film and received the pamphlet.Why?

Accepted Answer

A) Information alone is not sufficient if people are not motivated to use it. 
B) Fear alone is not sufficient if people don't know how to reduce it. 
C) A message must be relevant to people if they are to pay attention to it. 
D) Fear,like other negative moods,encourages people to pay attention to the message. 
A) Information alone is not sufficient if people are not motivated to use it. 
B) Fear alone is not sufficient if people don't know how to reduce it. 
C) A message must be relevant to people if they are to pay attention to it. 
D) Fear,like other negative moods,encourages people to pay attention to the message.

Question 14

According to your textbook,one reason why many ads try to play on our emotions is that

Accepted Answer

A) techniques that play to our emotions also tend to grab our attention. 
B) everyone has a schema for emotions,but not everyone has a schema for the products advertised. 
C) emotions are always more memorable than other kinds of information. 
D) emotions help us fill in the blanks about the product in the short time interval of the ad. 
A) techniques that play to our emotions also tend to grab our attention. 
B) everyone has a schema for emotions,but not everyone has a schema for the products advertised. 
C) emotions are always more memorable than other kinds of information. 
D) emotions help us fill in the blanks about the product in the short time interval of the ad.

Question 15

According to the authors,advertisers who market such products as deodorants,mouthwashes,and room deodorizers succeed because they

Accepted Answer

A) convince consumers that their products are relevant to them. 
B) use attractive spokespeople. 
C) use fear appeals to activate consumers' subjective norms. 
D) use logical appeals to target consumers' health concerns. 
A) convince consumers that their products are relevant to them. 
B) use attractive spokespeople. 
C) use fear appeals to activate consumers' subjective norms. 
D) use logical appeals to target consumers' health concerns.

Question 16

All of the following are true except

Accepted Answer

A) people who have been influenced by the central route experience longer-lasting attitude change. 
B) people who have been influenced by the central route are more likely to act consistently with their attitudes. 
C) people who have been influenced by the peripheral route are more likely to resist counter-persuasion. 
D) people who have been influenced by the peripheral route are more likely to change their minds again later. 
A) people who have been influenced by the central route experience longer-lasting attitude change. 
B) people who have been influenced by the central route are more likely to act consistently with their attitudes. 
C) people who have been influenced by the peripheral route are more likely to resist counter-persuasion. 
D) people who have been influenced by the peripheral route are more likely to change their minds again later.

Question 17

Imagine you are trying to convince someone to buy a computer of brand X using what you know about the association between emotions and persuasion.Describe how you could create an advertisement or a store environment that would persuade individuals to buy your computer.More importantly,explain how your procedures are persuading individuals at a psychological level.That is,how are individuals processing your message that would lead to persuasion?

Accepted Answer

According to the heuristic-systematic mo

Question 18

The function of affectively based attitudes is

Accepted Answer

A) to paint an accurate picture of the world. 
B) to express and validate one's basic value system. 
C) to behave in accordance with one's attitudes. 
D) to weigh the pluses and minuses of an attitude object. 
A) to paint an accurate picture of the world. 
B) to express and validate one's basic value system. 
C) to behave in accordance with one's attitudes. 
D) to weigh the pluses and minuses of an attitude object.

Question 19

Attitude inoculation is a way to

Accepted Answer

A) make fear-arousing messages more persuasive. 
B) increase resistance to attitude change. 
C) induce people to use heuristic processing. 
D) bring attitudes into line with values. 
A) make fear-arousing messages more persuasive. 
B) increase resistance to attitude change. 
C) induce people to use heuristic processing. 
D) bring attitudes into line with values.

Question 20

Fear-arousing communications are most likely to result in attitude change when

Accepted Answer

A) they are sufficiently strong to induce perceptions of threat. 
B) people think that attending to a message will reduce the fear. 
C) people process fear appeals peripherally. 
D) people are in a good mood,and the message takes them by surprise. 
A) they are sufficiently strong to induce perceptions of threat. 
B) people think that attending to a message will reduce the fear. 
C) people process fear appeals peripherally. 
D) people are in a good mood,and the message takes them by surprise.

Why would anyone want to use fear in a commercial?

According to the authors of your text,people's common perceptions of the effectiveness of advertising is ironic in that most people believe are ineffective,but they are actually fairly effective,and most people believe are effective,but they really are not very effective.

Imagine that you are trying to promote a new type of low-fat snack food to a group of people in the grocery store.You know that these people are high in the need for cognition.What type of persuasive communication would you deliver?

When we seek to infer our attitudes,one reason that relying on moods or emotions as heuristics can mislead us is that

According to research by Han and Shavitt (1990),what are the cultural differences in the kinds of attitudes people hold about the same consumer product?

Even though Mario dislikes roller coasters,he may decide to take a ride because his best friend really wants him to ride the new Tidal Wave.This example shows the importance of ____ on our behavioral decisions.

According to the heuristic-systematic model of persuasion,when people use the peripheral route of persuasion,they rely on

Jane is asked what kind of computer she prefers.She says,"Well,I always seem to be working on a Macintosh,so I guess I like them best." In this case,Jane's attitude appears to be

Who is most likely to form a behaviorally based attitude?

Why,according to research by William McGuire (1964),does attitude inoculation work to increase resistance to subsequent persuasion attempts? Attitude inoculation

According to your textbook,one reason why many ads try to play on our emotions is that

According to the authors,advertisers who market such products as deodorants,mouthwashes,and room deodorizers succeed because they

All of the following are true except

The function of affectively based attitudes is

Attitude inoculation is a way to

Fear-arousing communications are most likely to result in attitude change when

Introducing Social Psychology

Methodology: How Social Psychologists Do Research

Social Cognition: How We Think About the Social World

Social Perception: How We Come to Understand Other People

The Self: Understanding Ourselves in a Social Context

The Need to Justify Our Actions: the Costs and Benefits of Dissonance Reduction

Conformity: Influencing Behavior

Group Processes: Influence in Social Groups

Interpersonal Attraction: From First Impressions to Close Relationships

Prosocial Behavior: Why Do People Help

Aggression: Why Do We Hurt Other People

Prejudice: Causes and Cures

Filters

Exam 7: Attitudes and Attitude Change: Influencing Thoughts and Feelings

Why would anyone want to use fear in a commercial?

According to the authors of your text,people's common perceptions of the effectiveness of advertising is ironic in that most people believe ____ are ineffective,but they are actually fairly effective,and most people believe ____ are effective,but they really are not very effective.

Imagine that you are trying to promote a new type of low-fat snack food to a group of people in the grocery store.You know that these people are high in the need for cognition.What type of persuasive communication would you deliver?

When we seek to infer our attitudes,one reason that relying on moods or emotions as heuristics can mislead us is that

According to research by Han and Shavitt (1990),what are the cultural differences in the kinds of attitudes people hold about the same consumer product?

Even though Mario dislikes roller coasters,he may decide to take a ride because his best friend really wants him to ride the new Tidal Wave.This example shows the importance of ____ on our behavioral decisions.

According to the heuristic-systematic model of persuasion,when people use the peripheral route of persuasion,they rely on

Jane is asked what kind of computer she prefers.She says,"Well,I always seem to be working on a Macintosh,so I guess I like them best." In this case,Jane's attitude appears to be

Who is most likely to form a behaviorally based attitude?

Why,according to research by William McGuire (1964),does attitude inoculation work to increase resistance to subsequent persuasion attempts? Attitude inoculation

According to your textbook,one reason why many ads try to play on our emotions is that

According to the authors,advertisers who market such products as deodorants,mouthwashes,and room deodorizers succeed because they

All of the following are true except

The function of affectively based attitudes is

Attitude inoculation is a way to

Fear-arousing communications are most likely to result in attitude change when

Introducing Social Psychology

Methodology: How Social Psychologists Do Research

Social Cognition: How We Think About the Social World

Social Perception: How We Come to Understand Other People

The Self: Understanding Ourselves in a Social Context

The Need to Justify Our Actions: the Costs and Benefits of Dissonance Reduction

Conformity: Influencing Behavior

Group Processes: Influence in Social Groups

Interpersonal Attraction: From First Impressions to Close Relationships

Prosocial Behavior: Why Do People Help

Aggression: Why Do We Hurt Other People

Prejudice: Causes and Cures

Filters

According to the authors of your text,people's common perceptions of the effectiveness of advertising is ironic in that most people believe are ineffective,but they are actually fairly effective,and most people believe are effective,but they really are not very effective.