Deck 8: Attitude Change and Interactive Communications

Question 1

The communications model specifies a number of elements necessary for communication to be achieved. These elements include the message and the medium.

Answer 1

True

Question 2

Why are limited edition items appealing to consumers?

Answer 2

A good answer will highlight the principle of scarcity. Items become more attractive when they are less available. In one study that asked people to rate the quality of chocolate chip cookies,participants who only got two cookies liked them better than those who got 10 of the same kind of cookie. That helps to explain why we tend to value "limited edition" items.

Question 3

Identify the major elements of the traditional communications model.

Answer 3

Marketers and advertisers have traditionally tried to understand how marketing messages change consumers' attitudes by thinking in terms of the communications model,which specifies that a number of elements are necessary for communication to be achieved.
In this model,a source must choose and encode a message (i.e.,initiate the transfer of meaning by choosing appropriate symbolic images that represent this meaning). There are many ways to say something,and the structure of the message has a big effect on how it is perceived. The message must be transmitted via a medium,which could be television,social media,magazines,billboards,or even a T-shirt. The message is then decoded by one or more receivers,who interpret the symbols in light of their own experiences. Finally,feedback must be received by the source,who uses the reactions of receivers to modify aspects of the message

Question 4

CNN News tends to be more persuasive than other sources such as TMZ. Why?

Question 5

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

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

Question 6

What element is missing from the traditional communications model?

Question 7

Research shows that people have been shown to be more giving after they have received something.

Question 8

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

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

Question 9

Sometimes where something is said can be as important as what is said.

Question 10

When the Bank of Canada speaks about interest rates,people listen. This principle is known as:

A) politicization.
B) puffery.
C) authority.
D) consistency.

Question 11

Jason wanted to finely tune the company's message to suit various small groups of consumers. He was looking to:

A) micro-market.
B) narrowcast.
C) co-creation.
D) mini-market.

Question 12

The more an item is available,the more attractive it becomes.

Question 13

Many major Super Bowl sponsors have their digital media teams at the ready so that they can leverage opportunities throughout the game. This is known as:

A) noise.
B) co-creation.
C) media management.
D) real-time marketing.

Question 14

Describe the tactical communications options for a company that wishes to introduce a new face cream for men.

Question 15

Dale feels an obligation to respond to a charity appeal after receiving a gift of a t-shirt. Explain the persuasion principle being used here.

Question 16

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.

Question 17

Not-for-profit organizations need to delicately balance the positive returns people get from helping to raise money for the organization's needs,and the fact that they need to suffer a bit for the cause. This is called:

A) balance for performance.
B) interactions theory.
C) active reciprocity theory.
D) the martyrdom effect.

Question 18

The marketer or advertiser in the communications model is called the receiver.

Question 19

The traditional communications model is ordered:

A) source, medium, receiver, feedback.
B) source, feedback, receiver, re-send.
C) source, medium, receiver, feedback, re-send.
D) source, message, medium, receiver, feedback.

Question 20

When Ford Canada includes a free oil change at your local dealership for filling out a research survey,this is called:

A) manipulation.
B) authority.
C) co-operation.
D) reciprocity.

Question 21

Marketers want to use experts,such as medical doctors,because they would seem to be effective at changing attitudes toward utilitarian products such as headache pills or liniments. Viewers who trust them realize the products have ________ and need reassurance that they will work.

A) low credibility risk
B) high social risk
C) high performance risk
D) low knowledge bias

Question 22

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

Question 23

When Ashley enters the used car lot to look for her next car,she draws upon the knowledge that car salespeople often use "hard-sell" techniques and she raises her guard in order to defend herself from a persuasion attempt. This is consistent with:

A) the Persuasion Knowledge Model.
B) a dual process model.
C) the existence of a sleeper effect.
D) the theory of cognitive dissonance.

Question 24

What is meant by the term "first-order response"?

Question 25

How does the Persuasion Knowledge Model (PKM)view the exchange between consumer and persuasion agent?

Question 26

The ________ strategy blends multiple media platforms to unfold messages and integrate social media with real-world experiences over time.

A) co-creation
B) multi-message media
C) transmedia storytelling
D) real-time marketing

Question 27

Source ________ relates to consumers' beliefs that a communicator is both competent and willing to provide the information necessary for them to make an adequate evaluation of competing products.

A) honesty
B) Z factor
C) credibility
D) attractiveness

Question 28

What is meant by the term "second-order response"?

Question 29

________ occurs when the consumer interacts with the marketer to influence the product,service,or outcome that is created.

A) Co-blogging
B) Transitional archiving
C) Permission marketing
D) Customer co-creation

Question 30

A hot new trend in marketing involves having digital messages designed to blend into the editorial content of the publications in which they appear. This is known as:

A) digitorials.
B) an advertorial.
C) native advertising.
D) consumer co-creation.

Question 31

What is customer co-creation? Give an example.

Question 32

One of the key elements of using avatars over flesh-and-blood models is:

A) that they are more costly.
B) the ability to change them in real time to suit the needs of the target audience.
C) viewers' recall is lower.
D) they are geographically limiting.

Question 33

Roy saw the point-of-sale sample of cork flooring at the building supply company. When he got home he went on the Internet to find out more about the product. This is an example of:

A) first-order response.
B) second-order response.
C) transaction response.
D) source credibility.

Question 34

The marketer who is trying to develop favourable attitudes toward his shortbread cookies would find which of these sources most effective in persuading consumers?

A) a celebrity chef
B) a sophisticated world traveller
C) a supermarket check-out cashier
D) an ordinary or "typical" consumer similar to the target audience

Question 35

What is permission marketing? Explain why it may or may not be necessary.

Question 36

Two key characteristics of the source for persuasive purposes in marketing communications are:

A) credibility and experience.
B) credibility and attractiveness.
C) attractiveness and experience.
D) Q rating and believability.

Question 37

People who tend to be sensitive about the opinions of others:

A) avoid asking to keep from being embarrassed.
B) are more persuaded by an attractive source.
C) reflect cheerfully and then decide.
D) consult a communicative interactive model.

Question 38

The "Persuasion Knowledge Model" (PKM)suggests that:

A) consumers use their knowledge to exploit agents and persuade them to improve deals.
B) marketers exploit knowledge of attitudes to target consumer segments.
C) marketers exploit agent knowledge to target sales effectively.
D) consumers develop knowledge about persuasion and use this knowledge to obtain the best personal outcome.

Question 39

When Lush polls its customers regarding what new scent of bath oil should be released,this is an example of:

A) customer co-creation.
B) content sourcing.
C) crowd funding.
D) permission marketing.

Question 40

Facebook,Twitter,and LinkedIn are all examples of:

A) content sourcing.
B) social media.
C) crowd funding.
D) permission marketing.

Question 41

A match-up hypothesis refers to:

A) ad copy and target market.
B) website and retail store.
C) celebrity's image and product.
D) sender and receiver.

Question 42

The main difference between buzz and hype is that hype is seen as authentic.

Question 43

Consumers' beliefs about a product are affected by information they receive through marketing communications. When the communicator's knowledge about the topic is judged to be inaccurate,the source is said to have:

A) marketing deficiency.
B) knowledge bias.
C) knowledge gap.
D) reporting bias.

Question 44

A former well-liked American politician appears in an ad for Viagra. This is an example of:

A) reporting bias.
B) source credibility.
C) source attractiveness.
D) source bias.

Question 45

If John Holmes from the TV show Holmes on Homes were hired as a spokesperson for an electric power tool manufacturer,he most likely would have "star power" due to:

A) a representation of celebrity displacement.
B) an allegiance with the firm.
C) an allowance for being amateurish.
D) the match-up hypothesis.

Question 46

The halo effect can be explained in terms of the consistency principle.

Question 47

What is meant by the term "sock puppeting"? Give an example.

Question 48

Dan is assisting with the promotion for an herbal supplier who has a new product that the developer believes will help people lose weight. Dan is reluctant to promote the new product directly,but attempts to create a lot of buzz within the industry through secondary sources so it does not look like he's trying too hard. What is Dan trying to avoid?

A) the sleeper effect
B) the fact that if people really heard from the source and knew where his product came from, they would not be interested in it
C) the negative spin created under the uses and gratification theory
D) the corporate paradox

Question 49

When a company pays a blogger to write about its products in a positive way,this is called a:

A) social media mavenry program.
B) paid influencer program.
C) online front program.
D) manipulative media program.

Question 50

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

Question 51

An electronics firm hires a group of youths to go into websites and plant comments that are made to look as if they came from actual customers. This practice is known as:

A) ethical malpractice.
B) market manipulation.
C) creating a stealth campaign.
D) caveat emptor.

Question 52

In 2006,Sony launched a program in which it hired a person to pretend he was a huge PSP fan. The person created a hip-hop song,a YouTube video,as well as a website dedicated to his love for Sony's PSP (called alliwantforxmasismypsp.com). This is an example of:

A) fraudulent marketing.
B) youtubing.
C) sock puppeting.
D) podcasting.

Question 53

If we assume that a source who is beautiful also rates highly on other dimensions,we are making an assumption called:

A) associative-cluster effect.
B) halo effect.
C) leniency tendency.
D) appearance bias.

Question 54

While source effects can be dramatic,they only apply to a limited number of special message conditions.

Question 55

The ________ is said to have occurred when consumers appear to "forget" that they had disliked a message source,yet over time the message got across,effectively changing their attitudes toward a product.

A) mis-attribution effect
B) delayed-response effect
C) sleeper effect
D) negative disassociation

Question 56

Unless the consumer already has considerable information about a product,a credible source is not persuasive.

Question 57

Craig 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?

A) a clean air campaign
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 58

If a marketing communications source has accurate knowledge about a product but does not seem to convey that information willingly and in full faith,the source is thought to be exhibiting a(n):

A) intrinsic contradiction.
B) credibility paradox.
C) knowledge bias.
D) reporting bias.

Question 59

If a well-known bank robber endorsed a burglar alarm system in a commercial,consumers would be persuaded more favourably because of his presumed credible knowledge than turned off by his former criminal activity.

Question 60

Doctors may get grants from drug companies and present papers reporting on the benefits of the companies' drugs. This is an example of knowledge bias.

Question 61

How might different sources be used to market different products?

Question 62

Verbal elements of an ad (or ad copy)are more effective when reinforced by an accompanying picture. This is especially true if the picture relates strongly to what is said in the copy,when the illustration is:

A) coordinated.
B) framed.
C) matched.
D) bonded.

Question 63

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

Question 64

Explain some of the situations in which rebellious or deviant celebrities can be an asset to a brand.

Question 65

Laura needed to reposition her company's product within the mind of the consumers. They do not seem to see any difference within the product category. The best appeal to use when consumers do not find many differences is a(n)________ appeal.

A) sex
B) emotional
C) rational
D) fear

Question 66

Briefly explain source credibility.

Question 67

The tendency for consumers to like things,including products,simply because they are more familiar to them is called the:

A) mere exposure effect.
B) novelty wear-out effect.
C) barrier-to-entry effect.
D) preference consistency effect.

Question 68

When advertising a water filter,the advertiser limited the amount of exposure per repetition and slightly varied the setting of the ads. This overcame the problem of:

A) habituation.
B) advertising fatigue.
C) exposure wear-out.
D) advertising wearout.

Question 69

What is source attractiveness? Does it relate to some products more than others?

Question 70

Distinguish between knowledge bias and reporting bias.

Question 71

A key concept of the two-factor theory on the effects of repetition of ads is that:

A) two separate psychological processes are operating when a consumer is repeatedly exposed to an ad.
B) the success of repetition in persuasiveness is dependent upon the factors of source credibility and attractiveness.
C) consumers are one factor in the success of an ad and the other factor in any given circumstance is largely unknown.
D) learning increases as forgetting decreases.

Question 72

Fear can be a powerful tool to use for attitude change if done carefully. LaRoyce was thinking of using fear to convey a drug prevention message to her teen target audience. To ensure success the message needs to be:

A) monotonic.
B) focused on a social threat over a physical own.
C) focused on a physical threat.
D) depicting a monetary threat.

Question 73

Compare and contrast hype versus buzz. Which would you like to encourage as a marketer?

Question 74

________ is a type of literary device that combines a play on words with a relevant picture.

A) Resonance
B) A metaphor
C) A drama
D) A lecture

Question 75

Comparative advertising runs the risk of lowering believability and stirring up ________ whereby the consumer may doubt the credibility of a biased presentation.

A) knowledge bias
B) refutational arguments
C) source derogation
D) source bias

Question 76

Microsoft is actively considering hiring Sidney Crosby as a spokesperson for its network software division. Comment on this situation.

Question 77

A prestigious luxury car advertiser states that "the loudest thing you'll hear is the ticking of the clock," with the implication that they're working on solving that problem right now. The advertiser is using ________ in the construction of the message.

A) counter-attitudinal advocacy
B) a refutational argument
C) an open-ended strategy
D) proactive advocacy

Question 78

What are some of the advantages in using non-human endorsers?

Question 79

Explain how Wikipedia is vulnerable to sock puppeting.

Question 80

Explain briefly how generalized suspicion may have a negative impact on brand reputation.