Deck 7: The Art and Science of Persuasion

Question 1

How can an advertiser increase the persuasiveness off a message?

A) Use a source that shares similarities to the target audience.
B) Use an attractive source.
C) Use a source that is perceived to have credibility.
D) An advertiser could use a source that shares similarities to the target audience, use an attractive source, and use a source that is perceived to have credibility.

Answer 1

An advertiser could use a source that shares similarities to the target audience, use an attractive source, and use a source that is perceived to have credibility.

Question 2

An attempt to provoke fear in the audience in order to persuade them not to do something is known as a__________.

A) political persuasion
B) reactionary message
C) fear-based appeal
D) valence-based appeal

Answer 2

fear-based appeal

Question 3

One counterintuitive finding in the study of persuasion suggests that:

A) when processing through the central route we may be persuaded by strong arguments.
B) ability and motivation are needed for central route processing.
C) when processing through the peripheral route we may be persuaded by the attractiveness of the source.
D) when processing through the peripheral route we may be persuaded by weak arguments if the message is presented in an attractive manner.

Answer 3

when processing through the peripheral route we may be persuaded by weak arguments if the message is presented in an attractive manner.

Question 4

During the 1964 presidential campaign,Barry Goldwater created an advertisement titled "Daisy Girl," in which a little girl is seemingly overtaken by a nuclear explosion.This advertisement can be classified as:

A) political persuasion
B) a reactionary message
C) a valence-based appeal
D) a fear-based appeal

Question 5

According to the Yale model,a message is accepted based on which of the following factors?

A) The communicator of the message
B) The content of the message
C) The audience receiving the message
D) The communicator of the message, the content of the message, and the audience receiving the message

Question 6

The sleeper effect is less likely to occur if:

A) a person is informed of the source beforehand.
B) the source is not attractive to the consumer.
C) the product is straightforward.
D) the intelligence of the consumer is low.

Question 7

Dawn is persuaded by her college roommate to cut her hair short even though her mom has been trying to persuade her to get it cut short for years.Dawn may have been more easily persuaded by her roommate because:

A) her mother is not very smart.
B) her mother did not present a strong argument.
C) her college roommate has more perceived similarities.
D) she is processing information through the central route.

Question 8

The ____________ is a model which proposes that there are two routes,central and peripheral,that an individual may take when processing a message.

A) Elaboration Likelihood Model
B) Yale Model of Communication
C) Hovland Model of Communication
D) Heuristics Model of Communication

Question 9

Jane is persuaded to buy a new type of ipod because someone at school that she admires and likes just bought one.Jane is being persuaded through:

A) the peripheral route.
B) the central route.
C) controlled processing.
D) deception.

Question 10

Compared with an attitude formed through the peripheral route,an attitude formed through the central route will:

A) be more likely to produce a negative outcome.
B) remain more resistant to persuasion.
C) exert no impact on cognition and behavior.
D) be influenced only by external cues.

Question 11

Attractiveness of the source becomes less important when:

A) the consumer values the credibility of the source.
B) the consumer does not have motivation.
C) when the source is the same gender as the consumer.
D) when the source is younger than the consumer.

Question 12

Which of the following statements about fear-based appeals is FALSE?

A) Fear-based appeals attempt to provoke fear in order to change the behavior of the audience.
B) The effectiveness of fear-based appeals varies.
C) Fear-based appeals seem to be most effective when they attempt to prevent a negative outcome.
D) Fear-based appeals seem to be most effective when they attempt to promote a positive outcome.

Question 13

Valence refers to the:

A) credibility of the source.
B) degree of attraction or aversion that a person feels towards a specific object, event, or idea.
C) way in which a message is constructed.
D) way in which a message is tailored to a specific audience.

Question 14

__________ is the way people communicate in order to influence other people's attitudes and behaviors.

A) Persuasion
B) Social perception
C) Social psychology
D) Social interaction

Question 15

Two key factors identified as important for central route processing are:

A) unbiased thinking and intelligence.
B) intelligence and motivation.
C) ability and motivation.
D) ability and intelligence.

Question 16

A fear-based appeal would be most UNSUCCESSFUL when:

A) people are so afraid of the message that they feel too hopeless to act.
B) the appeal puts the audience on the defensive.
C) they attempt to prevent a negative outcome.
D) either people are so afraid of the message that they feel too hopeless to act or when the appeal puts the audience on the defensive.

Question 17

Chris is buying a last minute gift for his father's birthday and he doesn't have much time pick it out.He decides to purchase a digital camera because it has a big sign next to it that says "Sale." Chris probably arrived at his decision through:

A) Peripheral route processing.
B) Central Route Processing.
C) Controlled thinking.
D) Reasoned action.

Question 18

When tennis star Roger Federer appears in commercials for Gillete Razor Blades,he is considered:

A) the model
B) the Source
C) the endorser
D) the Spokesperson

Question 19

Changing the likeability,attractiveness,and credibility of the source are all methods that involve:

A) the peripheral route to persuasion
B) the central route to persuasion
C) the sleeper effect
D) deception

Question 20

What type of model proposes that persuasion occurs through two routes?

A) A Yale model
B) A heuristic model
C) A dual process model
D) A two-part persuasion model

Question 21

An individual who is _________ will be most likely to change their behaviors to the demands of a particular situation.

A) high in self-monitoring
B) low in self-monitoring
C) low in self-consciousness
D) low in self-awareness

Question 22

Compared to college-aged adults,middle-aged adults:

A) are more susceptible to attitude change.
B) are less susceptible to attitude change.
C) exhibit the same amount of susceptibility to attitude change.
D) are less likely to buy products advertised on television.

Question 23

Which statement about individuals with a high need for cognition is FALSE?

A) They enjoy thinking abstractly.
B) They are likely to be persuaded by messages that can withstand scrutiny.
C) They are more likely to default to central route processing.
D) They tend to avoid situations in which they need to think abstractly.

Question 24

A public service advertisement intended to promote healthy habits which features young people having fun while eating healthy snacks and exercising has:

A) a positive valence.
B) a negative valence
C) no valence
D) reactance

Question 25

A fear-based appeal might be more successful under which of the following conditions:

A) when the message contains information on how to avoid the problem or implement a solution.
B) when the messages makes people extremely frightened.
C) when the messages is boring and straightforward.
D) when the message is not too specific.

Question 26

Sally is running for governor and is producing a campaign advertisement defending her stance on immigration reform.Research shows that the most effective advertisement she could make would:

A) outline her plans for immigration reform without mentioning her opponent's plan.
B) be shorter and vaguer than her opponent's.
C) present both her and her opponent's views, and refute her opponent's position.
D) focus just on slandering her opponent.

Question 27

Research suggests that people from Japan are more likely than Americans to focus on _________ information,suggesting that a(n)_________ might be more persuasive.

A) positive; non-emotional approach
B) negative; fear-based approach
C) negative; non-emotional approach
D) positive; fear-based approach

Question 28

You have designed a persuasive message to convince people to donate money to a charity for children's cancer.The message is designed to stir up thoughts of love and caring.Based on research presented in your textbook,this message will be more persuasive for:

A) older adults.
B) teenagers.
C) younger adults.
D) young men.

Question 29

When choosing a partner,high self-monitors are more likely to choose _________ whereas low self monitors are more likely to choose ____________.

A) an attractive partner with a negative personality; an unattractive partner with a positive personality
B) an attractive partner with a positive personality; an unattractive partner with a negative personality
C) an unattractive partner with a negative personality; an attractive partner with a positive personality
D) an unattractive partner with a positive personality; an attractive partner with a negative personality

Question 30

______________ is the degree to which the economic or social outcome promoted in the message is important to the receiver.

A) The sleeper effect
B) Outcome-relevant involvement
C) Incentive
D) Socio-economic status

Question 31

Individuals with low need for cognition are more likely to be persuaded by ___________ rather than by____________.

A) the quality of the message; peripheral route cues
B) peripheral route cues; the quality of the message
C) the gender of the source; peripheral route cues
D) the credibility of the source; peripheral route cues

Question 32

Dan is watching television and is highly motivated to process a message delivered by a political candidate.However,he is distracted by loud noises outside his house.In this circumstance,Dan is likely to process the candidate's message:

A) through the central route.
B) through the peripheral route.
C) through controlled processing.
D) by carefully considering the quality of the arguments.

Question 33

When outcome relevance is _______ people are more likely to ___________.

A) low; engage in central route processing
B) low; engage in peripheral route processing
C) high; engage in peripheral route processing
D) high; use heuristics

Question 34

In order to improve a campaign advertisement so that it is more appealing to someone with low need for cognition,you could:

A) make the advertisement longer.
B) make the advertisement more intellectually stimulating.
C) use a more attractive source.
D) elaborate on all of the complex issues involved in the campaign.

Question 35

A message promoting a new tax credit for first time home buyers is more likely to affect people who are thinking about buying their first home because:

A) they have higher outcome-relevant involvement.
B) they have significantly lower outcome-relevant involvement.
C) they have slightly lower outcome-relevant involvement.
D) they have lower outcome-relevant involvement and therefore are more likely to process information through the central route.

Question 36

If Doug is passionate about his views on the issue of abortion,which of the following is a true statement?

A) He will be resistant to counterattitudinal messages.
B) He will be receptive to counterattitudinal messages.
C) He will be persuaded by the attractiveness of the source.
D) He will process new information about this issue through the peripheral route.

Question 37

When you form an opinion on an issue you care deeply about,you are MORE likely to:

A) process information through the central route.
B) process information through the peripheral route.
C) be persuaded by the attractiveness of the source.
D) be persuaded by the attractiveness of the source and process information through the peripheral route.

Question 38

Research shows that longer messages are sometimes more effective.However,the length of the message should matter less when:

A) the information is processed via the central route.
B) the information is processed via the peripheral route.
C) the message has a positive valence.
D) the consumer has a short attention span.

Question 39

Joe is gearing up to deliver a campaign speech to a group of individuals who he believes have a high need for cognition.Prior to delivering his speech,Joe should focus his efforts on which of the following?

A) Developing a strong argument for his views
B) Preparing a very long speech
C) Dressing very attractively
D) Preparing a very short speech

Question 40

What type of persuasive message will be more effective for women compared to men?

A) a message delivered via email.
B) a message delivered via mail.
C) a message delivered face to face.
D) a message with weak arguments.

Question 41

If you are using the commitment and consistency weapon of influence to solicit donations for an environmental group,an effective question to pose prior to asking for money would be:

A) Do you have any money?
B) What's your name?
C) Do you have ten minutes to talk?
D) Do you want to help save the environment?

Question 42

Persuasion in Western culture may be easier than in some other cultures because:

A) Western culture emphasizes a broad sense of self.
B) Western culture emphasizes collective attitudes and beliefs.
C) Western audiences always use peripheral route processing.
D) Western culture emphasizes the attitudes and beliefs of the individual.

Question 43

A political candidate sends a signed picture to everyone in her district,along with a letter soliciting campaign donations.This candidate is employing the ____________ tactic.

A) reciprocation
B) social proof
C) the sleeper effect
D) scarcity

Question 44

_________ is the process of being informed ahead of time that a favored attitude will be challenged.

A) The sleeper effect
B) Forewarning
C) Intuition
D) The chameleon effect

Question 45

The 'need for freedom' is most closely associated with which of the following psychological concepts?

A) Inoculation
B) Reactance
C) The authority principle
D) The scarcity principle

Question 46

We are more easily persuaded by people we like.This represents which of Cialdini's "weapons" of influence?

A) scarcity
B) social proof
C) commitment and consistency
D) liking

Question 47

In one study,participants who agreed to display a small sign supporting safe driving were much more likely than a control group to comply with a request to display a larger,more cumbersome sign supporting safe driving.The reason for this difference was probably due to:

A) the commitment and consistency "weapon" of influence.
B) the liking "weapon" of influence.
C) the scarcity "weapon" of influence.
D) the social proof "weapon" of influence.

Question 48

People who are in a good mood are more likely to:

A) process information through the peripheral route.
B) rely on peripheral cues rather than central cues when evaluating a message.
C) fail to process information carefully.
D) people who are in a good mood are more likely to process information through the peripheral route, rely on peripheral cues, and fail to process information carefully.

Question 49

__________theory,developed by psychologist __________,argues that when individuals feel threatened,they instinctively want to restore their freedom.

A) Self-discrepancy; Jack Brehm
B) Self-discrepancy; Robert Cialdini
C) Reactance; Jack Brehm
D) Reactance; Robert Cialdini

Question 50

When would be the best time to ask your parents for money?

A) When they are in a good mood
B) When they are in a bad mood
C) Their answer will be the same no matter what mood they are in.
D) When they are processing information through the central route.

Question 51

A group of individuals who support anti-smoking laws are about to listen a counter-attitudinal message on the issue.Which of the following would reduce the chance that people would be persuaded by the message?

A) Forewarning the group.
B) Using a credible source.
C) Getting people to nod their head in an up and down motion.
D) Having a message with strong arguments.

Question 52

Why does forewarning seem to reduce the effect of a counter-attitudinal persuasive message?

A) Because it increases the use of heuristics
B) Because it automatically decreases the likability of the source
C) Because it automatically decreases the credibility of the source
D) Because it allows people to prepare to resist the message

Question 53

Why do researchers believe that the reciprocation norm operates on the need to restore balance and not necessarily because of our selfish desire to receive recognition for our acts?

A) Because research supports the idea that we do not like to receive recognition for our acts of kindness.
B) Because people only seem to reciprocate when the other individual is aware of the favor.
C) Because research supports the idea that humans are not selfish.
D) Because people seem to reciprocate even when the other individual will not know they returned the favor.

Question 54

Why should advertisers be careful about the physical cues they use in messages?

A) Because physical cues only impact audiences prone to central route processing
B) Because physical cues can vary in meaning for different audiences
C) Because physical cues never impact persuasion
D) Because physical cues are always offensive

Question 55

You are in a bookstore and an individual walks up to you and says 'The store is closing early,you will have to leave.'You would be more likely to obey this request if:

A) the individual is older.
B) the individual is very young
C) the individuals is wearing a nametag that says 'manager'.
D) the individual is dressed in plain clothes.

Question 56

In the absence of an obvious punishment for disobeying a command,research has shown that people will:

A) not feel the need to obey the authority figure.
B) obey the authority figure anyway.
C) argue with the authority figure.
D) disregard and ignore the authority figure.

Question 57

Distraction can sometimes enhance the effectiveness of a message because it does which of the following?

A) It encourages central route processing.
B) It helps the receiver focus on the message.
C) It prevents the receiver from developing counterarguments.
D) It increases outcome-relevant involvement.

Question 58

Suppose you are trying to persuade people to volunteer their time to help build houses this coming Saturday.Based on the commitment and consistency principle,which of the following represents the most effective strategy?

A) Leave a voicemail message describing the volunteer opportunity.
B) Ask people to write their name on the volunteer sign-up sheet.
C) Send people an email describing the volunteer opportunity.
D) Send people a letter and email describing the volunteer opportunity.

Question 59

Which of the following is NOT one of Cialdini's "weapons of influence"?

A) Liking
B) Social proof
C) Classification
D) Commitment and consistency

Question 60

You are up late one evening watching an infomercial which is advertising a new 'miracle' cleaning product.If you call tonight you can get extra bottles of the product at a cheaper price,but the deal supposedly only lasts for the next 20 minutes.Which strategy is being employed to persuade you to buy the cleaning product?

A) The liking "weapon" of influence.
B) The authority "weapon" of influence.
C) The commitment and consistency "weapon" of influence.
D) The scarcity "weapon" of influence.

Question 61

When a topic is unfamiliar to both men and women,women are more easily persuaded than men.

Question 62

Including instructions on how to overcome 'the problem' described in a fear-based appeal will enhance its effectiveness.

Question 63

Central route processing is more likely to occur when we have the ability and motivation to process information.

Question 64

The Elaboration Likelihood model proposes that there are two different routes,central and peripheral,that an individual may take when processing information.

Question 65

Receiving a 'free' dollar in the mail with a polite request to fill out a survey is an example of the scarcity persuasion tactic.

Question 66

If Sally has formed an attitude towards smoking through the central route,her attitude will be more resistant to your subsequent persuasion attempts.

Question 67

According to your textbook,__________ are less capable of employing resistance tactics like inoculation.

A) middle-aged adults
B) young adults
C) women
D) children

Question 68

Even though Bob cares deeply about the issue of drunk driving,he will process a message about the subject through the peripheral route if he is in a hurry.

Question 69

Describe how attitudes formed through the central route differ from attitudes formed through the peripheral route.

Question 70

Men are more persuaded by face to face persuasive attempts compared with impersonal strategies (e.g.,email advertising).

Question 71

If you are framing a persuasive message by emphasizing what people will gain by performing a behavior,you are using a __________.

A) gain frame.
B) loss frame.
C) informational appeal.
D) fear appeal.

Question 72

What is the sleeper effect? When is this effect less likely to occur?

Question 73

Forbidding someone to do something might create psychological reactance,prompting people to do the exact opposite of what you want them to do.

Question 74

If Ben wants to persuade an audience of smokers to quit,he should present only one side of the argument.

Question 75

A public health campaign is being designed to persuade college students to get tested for sexually transmitted diseases.Based on information presented in your textbook,public health officials should:

A) emphasize what students will gain by getting tested.
B) emphasize the problems that will result if students don't receive testing.
C) generate a great deal of fear in students.
D) tell students not have sex.

Question 76

The concept of psychological reactance would suggest that parents who want to prevent drug use among their children should probably AVOID which of the following strategies?

A) Modeling appropriate behavior for their children
B) Exposing children to similar others who live a drug free life
C) Developing quality arguments against the use of drugs
D) Forbidding children to use drugs under any circumstances

Question 77

Andrea,who is high in the need for cognition,will be more easily persuaded to purchase a more expensive television if the salesperson has a strong,convincing argument for why the television is a good deal.

Question 78

Exposing people to weak attacks on their favored position so that they will form stronger resistance to subsequent attacks is a technique known as:

A) inoculation.
B) forewarning.
C) the sleeper effect.
D) psychological reactance.

Question 79

One way to increase the likelihood of central route processing would be to increase the personal relevance of an issue to an audience.

Question 80

For a fear based appeal to be most effective,it should be as scary as possible.