Deck 5: Cognitive Influences on Attitudes

Question 1

According to the Elaboration Likelihood Model.people are motivated to hold ______.

A)correct attitudes
B)attitudes that promote their social image
C)attitudes that express their values
D)correct attitudes and attitudes that promote their social image

Answer 1

correct attitudes

Question 2

Kruglanski et al.(2000)propose that ______.

A)there is a fundamental difference between message cues and message content
B)there is no fundamental difference between message cues and message content
C)cues have the same effect as message content when cues and content are presented in the same channel
D)there is no fundamental difference between message cues and message content and that cues have the same effect as message content when cues and content are presented in the same channel

Answer 2

there is no fundamental difference between message cues and message content

Question 3

According to Fishbein and Ajzen (1981).the beliefs that count in determining our final attitudes are ______.

A)central
B)prototypical
C)modally salient
D)accessible

Answer 3

modally salient

Question 4

Which of the following statements is true?

A)The valence of cognitive responses can explain the direction of attitude change.
B)Cognitive responses are dependent on the confidence the receiver has in the persuasive message.
C)Cognitive responses are forms of self-reflection and are thus generated after attitude change has taken place.
D)all of these

Question 5

The Heuristic-Systematic Model's enhancement hypothesis predicts that people will use more ______.

A)systematic processing when they are motivated and able to process a message
B)systematic processing when they are higher in self-enhancement motivation
C)heuristic processing when they feel unable to perform systematic processing
D)heuristic processing when they are higher in self-enhancement motivation

Question 6

Imagine that you read a brief review of the latest James Bond film.and the review states that the film is great.A week later.the newspaper prints a retraction.noting that they had accidentally reprinted a review of an older Bond film.The actual review of the new film is very negative.According to the Meta-Cognitive Model.readers' attitudes toward the new film would become more ______.

A)positive on explicit and implicit measures
B)positive on an explicit measure.but negative on an implicit measure
C)negative on an explicit measure.but positive on an implicit measure
D)negative on explicit and implicit measures

Question 7

You are watching an advertisement for shampoo which features a model with beautiful hair.Which role may 'attractiveness' have in the persuasion process according to the Elaboration Likelihood Model?

A)a message argument
B)a message cue
C)a factor that determines the nature and amount of elaboration
D)all of these

Question 8

According to the Elaboration Likelihood Model.more elaborate processing of a message ______.

A)increases use of arguments and cues
B)causes new attitudes to be stronger
C)leads to biased issue-relevant thoughts
D)increases use of arguments and cues and causes new attitudes to be stronger

Question 9

The cognitive response approach to emerge in the late 1960s suggested that cognitive responses to a message predict ______.

A)comprehension of it
B)recall of it
C)agreement with it
D)all of these

Question 10

Petty.Cacioppo.and Goldman (1981)found that the effects of a persuasive message depend on ______.

A)personal relevance of the message.argument strength.and source expertise
B)distraction and argument strength
C)message length and source expertise
D)all of these

Question 11

Trustworthy sources of a message are likely to ______.

A)elicit persuasion
B)reduce attention to the strength of their arguments
C)increase attention to the strength of their arguments
D)elicit persuasion and reduce attention to the strength of their arguments

Question 12

McGuire (1968)broke down the persuasion process into six stages.Why can one infer from this model that the likelihood of successful persuasion (i.e..behavior change)is extremely small by default?

A)Successful persuasion depends on factors such as personality and external conditions.
B)Successful persuasion depends on whether or not cognitive responses have been generated during message processing.
C)Message processing can occasionally bypass early stages.
D)As each stage has a probability of successful completion.the probability of completing all stages is very low.

Question 13

Hovland et al.(1953)emphasized the importance of ______.

A)incentives for attitude change
B)message comprehension for attitude change
C)message retention for attitude change
D)message comprehension for attitude change and message retention for attitude change

Question 14

According to the Heuristic-Systematic Model.heuristic and systematic processing ______.

A)increases when desired confidence is low
B)can co-occur and exert independent effects
C)increases when message complexity is moderate
D)requires high processing motivation and ability

Question 15

Marketers working for the Department of Health were surprised to learn that a message stating that "cycling burns hundreds of calories" led to lower levels of cycling.You laugh because you know that ______.

A)message impact can reflect changes in beliefs not targeted within a message
B)McGuire's stages of processing show how difficult it is to elicit behavior change
C)Reactance Theory predicts a negative impact of such messages
D)the message makes cycling seem too easy