Deck 6: Source, Message, and Channel Factors

Question 1

In terms of source attractiveness, unlike internalization, identification does not usually integrate information from an attractive source into the receiver's belief system.
Unlike internalization, identification does not usually integrate information from an attractive source into the receiver's belief system.The receiver may maintain the attitudinal position or behavior only as long as it is supported by the source or the source remains attractive.

Answer 1

True

Question 2

Consumers who are particularly knowledgeable about a product or service or have strongly established attitudes are more influenced by a celebrity than those with little knowledge or neutral attitudes.
The opposite is true-consumers with little knowledge or neutral attitudes are more likely to be influenced by a celebrity than consumers who are particularly knowledgeable about a product or service or have strongly established attitudes.

Answer 2

False

Question 3

Promotional planners need to know how decisions about each independent variable influence the stages of the response hierarchy so that they don't enhance one stage at the expense of another.
Promotional planners need to know how decisions about each independent variable influence the stages of the response hierarchy so that they don't enhance one stage at the expense of another.For example, a humorous message may gain attention but result in decreased comprehension if consumers fail to process its content.

Answer 3

True

Question 4

Creating an image or culture around the CEO protects the corporate brand image from being affected by controversy.
One of the concerns of creating an image or culture around the CEO is that it can make the corporate brand image more vulnerable if the individual becomes involved in any type of controversy such as a labor dispute, political issue, or personal problem.

Question 5

Some research suggests the use of a company president or CEO can improve attitudes and increase the likelihood that consumers will inquire about a company's product or service.

Question 6

The "vampire effect" happens when consumers focus their attention on the celebrity and fail to notice or recall the brand or advertising message.
The "vampire effect" occurs when the personality of the celebrity endorser overshadows the brand he or she is advertising.

Question 7

A model/celebrity, when used as an indirect source, delivers the main message of an advertisement.
An indirect source, say, a model, doesn't actually deliver a message but draws attention to and/or enhances the appearance of the ad.Some ads use neither a direct nor an indirect source; the source is the organization with the message to communicate.

Question 8

Independent variables are the steps a receiver goes through in being persuaded.
Independent variables are the controllable components of the communication process; dependent variables are the steps a receiver goes through in being persuaded.Marketers can choose the person or source who delivers the message, the type of message appeal used, and the channel or medium.

Question 9

In 2009, the Federal Trade Commission passed a set of guidelines requiring online endorsers and bloggers to disclose any material connection they might have to a company.
The FTC developed the guidelines in response to studies that showed as many as 30 percent of online reviews were fake and were coming from someone who had been paid to write them or failed to reveal their association with a company or brand.

Question 10

When immediate impact is not the objective and repeated exposure will give the audience members opportunities to draw their own conclusions, a closed-ended message is ideal.
When immediate impact is not the objective and repeated exposure will give the audience members opportunities to draw their own conclusions, an open-ended message may be used.Drawing a conclusion in a message may make sure the target audience gets the point the marketer intended.

Question 11

Advertisers who are concerned about the negative effects of acknowledging a weakness in their brand are likely to choose two-sided messages.
Most advertisers use one-sided messages.They are concerned about the negative effects of acknowledging a weakness in their brand or don't want to say anything positive about their competitors.

Question 12

There are two important dimensions to credibility: expertise and trustworthiness.
A communicator who is seen as knowledgeable-someone with expertise-is more persuasive than one with less expertise. The source also has to be trustworthy-honest, ethical, and believable.

Question 13

Consumer skepticism of endorsements is reduced when a celebrity endorses many products.
Overexposure increases consumer skepticism of celebrity endorsers.

Question 14

Presenting the strongest arguments at the beginning of a message assumes a recency effect, whereby information presented first is the most effective.
Presenting the strongest arguments at the beginning of the message assumes a primacy effect is operating, whereby information presented first is most effective.Putting the strong points at the end assumes a recency effect, whereby the last arguments presented are most persuasive.

Question 15

One of the reasons a high-credibility source may become as ineffective as a low-credibility source is the sleeper effect.
One of the reasons a low-credibility source may become as effective as a high-credibility source is the sleeper effect, whereby the persuasiveness of a message increases with the passage of time.The immediate impact of a persuasive message may be inhibited; but with time, the association of the message with the source diminishes and the receiver's attention focuses more on favorable information in the message.

Question 16

The perceived attractiveness of celebrity spokespeople is more important than their perceived expertise or trustworthiness.
Expertise is actually more important than attractiveness or trustworthiness. Celebrities who are perceived to be experts can lend persuasive power to an advertising message.

Question 17

Many press releases use the "pyramid style" of writing, whereby most of the important information is presented at the end to build up suspense and excitement for the hook.
Many press releases use the pyramid style of writing, but that means the most important information is presented up front to make sure that it is read.

Question 18

Slice-of-life advertising can be used to establish a bond of similarity between the communicator and the receiver, and to increase the source's level of persuasiveness.
In a slice-of-life commercial, the advertiser usually starts by presenting a predicament with the hope of getting the consumer to think, "I can see myself in that situation." This can help establish a bond of similarity between the communicator and the receiver, increasing the source's level of persuasiveness.

Question 19

High- and low-credibility sources are equally effective when they are arguing for a position opposing their own best interest.
High- and low-credibility sources are equally effective when they are arguing for a position opposing their own best interest. A very credible source is more effective when message recipients are not in favor of the position advocated in the message. A very credible source is less important when the audience has a neutral position, and such a source may be even less effective than a moderately credible source when the receiver's initial attitude is favorable.

Question 20

Source credibility leads to identification.
Source credibility leads to internalization. Source attractiveness leads to identification.

Question 21

When advertisers attempt to answer the question, "Who will be effective in getting consumers' attention?" they are addressing the ______________________ component of the persuasion matrix.

A)channel/yielding
B)source/attention
C)receiver/comprehension
D)channel/presentation
E)message/yielding

Question 22

High levels of fear in an advertisement can produce inhibiting effects; the receiver may emotionally block the message by tuning it out.
Increasing the level of fear in a message from low to moderate can result in increased persuasion.High levels of fear, however, can produce inhibiting effects; the receiver may emotionally block the message by tuning it out, perceiving it selectively, or denying its arguments outright.

Question 23

Information from the Internet is self-paced, whereas information from the broadcast media of radio and television is externally paced.
Information from ads in print media, such as newspapers, magazines, or direct mail, as well as the Internet is self-paced; readers process the ad at their own rate and can study it as long as they desire.In contrast, information from the broadcast media of radio and television is externally paced; the transmission rate is controlled by the medium.

Question 24

Wearout may occur if consumers no longer pay attention to a commercial after several exposures.
Wearout may occur if consumers no longer pay attention to a commercial after several exposures or become annoyed at seeing or hearing an ad multiple times.Some experts argue that humorous ads wear out faster than other formats because once the consumer gets the joke, the ad becomes boring.

Question 25

The _____ is a promotional planning tool that can be used by marketers to consider how each controllable element of the communications model interacts with the consumer's response process.

A)dissonance/attribution matrix
B)persuasion matrix
C)AIDA model
D)response model
E)elaboration likelihood model

Question 26

Clutter levels in television are lowest during daytime programs.
Clutter levels are higher on many cable networks and during daytime programs.For television, clutter is often viewed as including all the nonprogram material that appears in the broadcast environment-commercials, promotional messages for shows, public service announcements (PSAs), and the like.

Question 27

Marketers who try to select spokespeople whose traits will maximize their message influence are concerned about their credibility.The two important dimensions associated with credibility are

A)consistency and image.
B)image and trustworthiness.
C)differentiability and expertise.
D)expertise and trustworthiness.
E)image and expertise.

Question 28

CL Inc., a cellphone company, features Leah Carter, a popular movie actor, in all of its print and broadcast advertising.The reason behind choosing the actor is that she is more likely to attract potential customers.The company faces heavy competition and the marketing team concluded that using a popular spokesperson will help break through the advertising clutter.Which of the following stages of the persuasion matrix is CL Inc.trying to influence?

A)reception
B)channel
C)attention
D)presentation
E)behavior

Question 29

_____ is the extent to which a recipient sees a source as having relevant knowledge, skill, or experience and trusts the source to give unbiased, objective information.

A)Source attractiveness
B)Source popularity
C)Source credibility
D)Source power
E)Source identification

Question 30

The independent variable in the persuasion matrix that takes into account the passage of information from one person to another is

A)the source.
B)the message.
C)the behavior.
D)the retention.
E)the destination.

Question 31

_____ is the process where a receiver adopts the opinion of a credible communicator since he or she believes information from this source is accurate.

A)Identification
B)Compliance
C)Internalization
D)Conformity
E)Yielding

Question 32

According to the persuasion matrix, which of the following is an independent variable in the consumer's response process?

A)attention
B)comprehension
C)destination
D)yielding
E)retention

Question 33

A spokesperson who delivers an advertising message and endorses a product or service is known as a(n)

A)direct source.
B)indirect source.
C)message shaper.
D)source mirage.
E)source echo.

Question 34

Marketers typically select spokespeople whose traits will maximize their message influence.According to Herbert Kelman, the three categories of source attributes that should be considered during the selection process are

A)power, image, and knowledge.
B)credibility, attractiveness, and power.
C)knowledge, fee, and differentiability.
D)consistency, credibility, and continuity.
E)credibility, reputation, and individuality.

Question 35

A(n) _____ doesn't actually deliver a message but draws attention to and enhances the appearance of an ad.

A)direct source
B)indirect source
C)message shaper
D)source mirage
E)source echo

Question 36

The use of comparative advertising is not limited to new brands or those with a small market share.
The use of comparative advertising is not limited to new brands or those with a small market share; a number of high-profile marketers have been using comparative appeals to differentiate their brands in a competitive marketplace.

Question 37

Sometimes advertisers design ads in which the visual portion is incongruent with or contradicts the verbal information presented because they think the use of an unexpected visual image will grab consumers' attention and get them to engage in more effortful or elaborative processing.
A number of studies have shown that the use of a visual that is inconsistent with the verbal content leads to more recall and greater processing of the information presented.

Question 38

According to the persuasion matrix, which of the following is a dependable variable of the communications model?

A)source
B)message
C)comprehension
D)channel
E)type of message appeal

Question 39

A television ad for VenusCell Inc.shows a famous celebrity describing the features of the latest smartphone launched by the company.The celebrity talks about the features of the new smartphone such as 4G technology, AMOLED touchscreen, SVGA, tri-band, and WAP.According to the persuasion matrix, it is likely that a less educated audience will face problems associated with _____ due to the use of mobile jargons in the ad.

A)attention
B)yielding
C)presentation
D)comprehension
E)retention

Question 40

An ad for Kool Kids, a kidswear company, is featured in the August issue of a teen magazine, Teen 360.The ad shows children between the ages of 3 and 12 on a ramp.In terms of the response stages of the persuasion matrix, the ad is ineffective in reaching the intended target audience, the parents, because

A)its portrayal is offensive.
B)it contains jargons that is incomprehensible to the target audience.
C)the media channel used is inappropriate.
D)of the extensive clutter.
E)it is not endorsed by a celebrity parent.

Question 41

A commercial for a floor cleaner shows a young mother cleaning her kitchen floor after feeding her toddler.The commercial is considered to be effective because it utilizes high source similarity.This is an example of a _____ commercial.

A)comparative
B)reputational
C)slice-of-life
D)spokesperson-oriented
E)power-based

Question 42

According to the sleeper effect phenomenon

A)the impact of a persuasive message diminishes over time.
B)people subconsciously retain advertising messages that they see moments before sleeping and rehearse them in their sleep.
C)the impact of a persuasive message from a low-credibility source can increase over time, since the message content becomes disassociated from the source.
D)with the passage of time, the impact of a persuasive message from a low-credibility source can decrease, since people forget the content of the message.
E)people instinctively disassociate a low-credibility source from the message when they are paying less than full attention to the message.

Question 43

_____ is defined as an attraction for a source based on a resemblance between the source and receiver of a message.

A)Likability
B)Familiarity
C)Similarity
D)Expertise
E)Power

Question 44

Which of the following statements is true about source credibility?

A)The influence of a knowledgeable source will be increased if audience members think he or she has underlying personal motives for advocating a position.
B)Enhanced counterarguing should result in greater message acceptance and persuasion.
C)The persuasiveness of a low-credibility source may decline over time due to the sleeper effect phenomenon.
D)A very credible source is more effective when message recipients are not in favor of the position advocated in a message.
E)Advertisers can increase the perception that their sources are trustworthy by using hidden cameras to show that a consumer is a paid spokesperson.

Question 45

When country music star Miranda Lambert delivered a message that endorsed milk when she appeared in an ad that is part of "The Breakfast Project" campaign sponsored by the Milk Processor Education Program, she was acting as a(n) _________________ source.

A)corporate
B)overexposed
C)internal
D)indirect
E)direct

Question 46

The owner of Elan Style Inc., a global fashion house, features in all of his stores' commercials.He explains how his company differs from other chain stores and gives advice on buying fashion clothing and accessories.Since he is recognized as a professional style expert, his presence in his company's ads can enhance the ads' source

A)credibility.
B)attractiveness.
C)power.
D)differentiability.
E)likability.

Question 47

Which of the following statements is true of celebrity endorsements?

A)Consumers who are very knowledgeable about a product or service tend to be most persuaded by celebrity endorsers.
B)When a celebrity endorses several products simultaneously, it leads to enhanced popularity of the celebrity and also results in increased sales of all the products the celebrity endorses.
C)Advertisers should select a celebrity spokesperson who will attract attention and enhance the sales message, yet not overshadow the company's brand.
D)Typically, the use of celebrity endorsers is highest among news and business publications.
E)Marketers do not have to worry about the personal image of celebrities while choosing one to endorse a product or a service.

Question 48

The notion that a low-credibility source may be just as effective as a high-credibility source with the passage of time is known as the

A)sleeper effect.
B)time/place consequence.
C)open source paradox.
D)decay effect.
E)mirage effect.

Question 49

Which of the following source characteristics is utilized by a slice-of-life commercial that shows an average head of household facing difficulty in filing his federal income tax?

A)power
B)compliance
C)expertise
D)similarity
E)attractiveness

Question 50

A fatal accident at the production facility of GA Inc., a mobile manufacturer, has killed 58 factory workers.The company is now perceived negatively among customers.In an attempt to revive its reputation, the company has hired Adam Murphy, a popular golfer, as its spokesperson.Murphy is a distinguished personality and is well known for his philanthropic activities.Murphy, being a credible source, can help GA restore its tainted reputation by

A)acting as a positive source derogation.
B)inhibiting counterarguments about the company and its products.
C)eliminating advertising clutter.
D)attempting to change consumer buying patterns.
E)stimulating consumers to purchase the company's products.

Question 51

The source characteristic of attractiveness encompasses

A)power, expertise, and aesthetics.
B)similarity, likability, and familiarity.
C)comfort, individuality, and beauty.
D)beauty, familiarity, and differentiability.
E)expertise, familiarity, and comfort.

Question 52

A study conducted by Roobina Ohanian about consumers' perceptions of celebrity endorsers found that the characteristic which influenced consumers' intentions to purchase a product endorsed by a celebrity is his or her perceived

A)expertise.
B)attractiveness.
C)trustworthiness.
D)similarity.
E)likability.

Question 53

Marketers can try to capitalize on source similarity by hiring

A)beautiful models to appear in television ads.
B)well-known athletes to endorse sporting goods in commercials.
C)salespeople who have characteristics that match those of their customers.
D)individuals with liberal arts backgrounds to work as sales representatives for technical products.
E)actors to portray themselves as ordinary consumers.

Question 54

Source attractiveness leads to persuasion through a process of _____, whereby a receiver is motivated to seek some type of relationship with the source and thus adopts similar beliefs, attitudes, preferences, or behavior.

A)internalization
B)identification
C)compliance
D)repositioning
E)comprehension

Question 55

Expertise and trustworthiness are very important when focusing on source _____, one of the categories of source attributes developed by Herbert Kelman.

A)power
B)attractiveness
C)credibility
D)identification
E)image

Question 56

One way a supermarket can make its ads seem more trustworthy is by

A)showing customers talking about the supermarket on hidden cameras.
B)increasing its advertising clutter in its print ads.
C)using cartoon characters in humorous shopping experiences.
D)using loud music or an unsettling color combination.
E)advertising repetitively in short intervals.

Question 57

Which of the following statements is true about the use of corporate leaders as advertising spokespersons?

A)Many companies believe the use of a company president or CEO is an ineffective way of expressing the company's commitment to quality and customer service.
B)Only Fortune 500 companies use corporate leaders as spokespersons.
C)If a firm's image is too closely tied to its leader, it will face problems if and when the leader leaves the company.
D)Corporate spokespersons are ineffective for consumer products.
E)Corporate spokespersons improve the message source image but have no effect on its trustworthiness.

Question 58

Which of the following is a difference between identification and internalization?

A)Unlike identification, internalization of a message does not occur when the source is a celebrity.
B)Unlike internalization, identification is synonymous with receiver comprehension.
C)Unlike identification, internalization is often considered to be a negative source characteristic.
D)Unlike internalization, identification does not usually integrate information from an attractive source into the receiver's belief system.
E)Unlike identification, internalization does not lead to counterarguments and source derogations by the receiver.

Question 59

_____ is defined as an affection for a source as a result of the source's physical appearance, behavior, or other physical characteristics.

A)Expertise
B)Power
C)Compliance
D)Familiarity
E)Likability

Question 60

A marketer of super computers will recruit individuals with backgrounds in computer science and engineering to work as salespeople in order to ensure its sales force has high levels of

A)expertise.
B)trustworthiness.
C)attractiveness.
D)attention.
E)yielding.

Question 61

According to the meaning transfer model of the celebrity endorsement process, celebrities draw their meanings from

A)their association with the companies whose products they endorse.
B)their popularity among consumers and their perceived level of attractiveness.
C)the image the media portrays about them through various channels such as television, magazines, and the Internet.
D)the roles they assume in their careers and the objects, persons, and contexts these roles bring them in contact with.
E)their family and cultural background that influence their decisions about the types of products they want to endorse.

Question 62

Cirrus Shoes received negative publicity when the company's brand ambassador was convicted of sexual assault.The company was forced to rescind their association with entertainer Adrian Richardson due to the negative impact on its image.This scenario is an example of

A)overexposure.
B)risk to the advertiser.
C)celebrity popularity.
D)overshadowing the product.
E)consumer-celebrity merging.

Question 63

Mars Inc., an automaker, hires a popular celebrity, Emma Hunt, as the spokesperson for its "Keep the World Green" campaign, an initiative for preserving trees.The viewers of the commercial perceive Emma as being sincerely interested in citizen initiatives to preserve trees.Emma as a message source is said to have

A)perceived control.
B)control persuasion.
C)perceived scrutiny.
D)expertise.
E)perceived concern.

Question 64

Which of the following source characteristics is likely to suffer when a celebrity endorses too many products and is seen too often by consumers?

A)expertise
B)trustworthiness
C)physical attractiveness
D)compliance
E)internalization

Question 65

A television commercial for Elate perfume features a woman walking along a beach.The ad attempts to connect the woman's physical beauty to the attractiveness of the perfume.In the ad, the model serves as a(n)

A)source echo.
B)message shaper.
C)direct source.
D)passive model.
E)active communicator.

Question 66

Which of the following is the best example of a celebrity endorser enhancing consumers' perceptions of a product's performance capabilities?

A)a professional golfer endorsing electronics home appliances
B)a boxer endorsing an automobile repair service
C)an actress endorsing a cell phone service
D)a model endorsing a brand of cosmetics
E)a race car driver endorsing lawn mowers

Question 67

Mettle Inc., an automaker, hires a popular boxer, Darrell Hilton, as the spokesperson for its "Save the Globe" campaign, an initiative for preserving the environment.If viewers of the commercial perceive Darrell as being able to mete out punishment when citizens don't comply to environmental policies, then Darrell, as a message source, is said to have

A)perceived control.
B)control persuasion.
C)perceived integration.
D)expertise.
E)perceived concern.

Question 68

A(n) _____ is a communication variable that includes order of presentation, conclusion drawing, and refutation.

A)channel
B)source
C)message structure
D)receiver
E)emotional appeal

Question 69

Advertisers can protect themselves against overexposure

A)by hiring more than one celebrity for endorsing a particular brand.
B)with an exclusivity clause limiting the number of products a celebrity can endorse.
C)by attempting to match the characteristics of the target market with the personality of a celebrity.
D)by creating celebrity advertisements that generate counterarguments.
E)by hiring common consumers instead of celebrities to feature in their commercials.

Question 70

Presenting the strongest arguments at the beginning of an advertising message assumes that a _____ is operating.

A)primacy effect
B)recency effect
C)sleeper effect
D)credibility effect
E)compliance hierarchy

Question 71

When a source is able to administer rewards and punishments to a receiver, the influence occurs through a process known as

A)compliance.
B)identification.
C)internalization.
D)retention.
E)perceived concern.

Question 72

In the final stage of the meaning transfer model developed by Grant McCracken

A)celebrities draw powerful meanings from the roles they assume in their careers.
B)celebrities bring their meanings and images into ads for the products they are endorsing.
C)the meanings that celebrities have given to products are transferred to consumers.
D)promotional campaigns are organized in the presence of the media.
E)the meanings created by celebrities are developed into advertisements.

Question 73

_____ is the process by which a source perceived by a receiver as having high power can influence the receiver's behavior.

A)Internalization
B)Identification
C)Compliance
D)Retention
E)Scrutiny

Question 74

A magazine advertisement reads, "Is it just forgetfulness or Alzheimer's disease?" and then lists the warning signs of Alzheimer's, stating its strongest point first to gain reader attention on a subject that most people would rather not consider.The rest of the ad describes a new prescription medicine to treat mild and moderate cases of Alzheimer's.The advertisement uses a _____ to arouse interest.

A)primacy effect
B)recency effect
C)sleeper effect
D)credibility effect
E)compliance hierarchy

Question 75

Which of the following statements is true of source power?

A)Power as a source characteristic is very easy to apply in a nonpersonal influence situation such as advertising.
B)The use of source power is not effective in situations involving personal communication and influence.
C)The source must be perceived as being able to administer only positive sanctions to the receiver.
D)A source has power when he or she can actually administer rewards and punishments to a receiver.
E)The receiver's estimate of the source's ability to observe conformity is not important.

Question 76

For which of the following product ads would a marketer find a physically attractive model to be most effective?

A)cattle feed
B)bricks
C)fertilizer
D)cookies
E)lipstick

Question 77

Which of the following is true of persuasion induced through compliance?

A)It is difficult to administer in a personal selling situation.
B)It is usually superficial.
C)It is easy to apply in nonpersonal influence situations.
D)It usually occurs as a result of a celebrity's perceived concern.
E)It usually results in a receiver rejecting the source's position.

Question 78

The _____ score indicates the percentage of people who have heard of an endorser or a performer.

A)familiarity
B)attractiveness
C)similarity
D)one of my favorites
E)Q rating

Question 79

According to the meaning transfer model developed by Grant McCracken, which of the following statements is true of celebrity endorsers?

A)Credibility and attractiveness can effectively explain how and why celebrity endorsements work.
B)Celebrity endorsers bring their meanings and images to an ad and transfer them to the product they are endorsing.
C)The image that celebrities project to consumers is more important than their ability to attract attention.
D)Once the first two stages of the model have been implemented, the final stage is simple and easy to achieve.
E)Celebrities' overexposure in advertisements helps marketers achieve the desired recognition.

Question 80

Which of the following is true of a Q-score?

A)It explains the popularity of a prime-time television show.
B)It describes the size of television viewing audiences that prefer to buy a product based solely on the celebrity who endorsed it.
C)It answers the question, "How appealing is a celebrity endorser among people who do know him or her?"
D)It answers the question, "What percentage of people see celebrities as trendsetters?"
E)It identifies the emotional impact that advertisements have on the target audience.