Question 1

Researchers showed Americans and Koreans advertisements that stressed either independence or interdependence. They found that ________ were persuaded most by ads that stressed ________.

Accepted Answer

A)  Americans; emotional appeals 
B)  Koreans; logical arguments 
C)  Americans; independence 
D)  Koreans; independence

Question 2

Across cultures, the kind of stereotype found most consistently in advertising is that

Accepted Answer

A)  people of color are portrayed as relying on physical attributes to succeed, while whites are portrayed as relying on their intellectual abilities for success. 
B)  men are portrayed as lacking the ability to communicate emotions. 
C)  women are portrayed as passive and dependent. 
D)  older people are portrayed as physically weak and needy.

Question 3

Research by Leventhal and his colleagues (1967) was described in the text. In the experiment, the researchers 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.

Question 4

Kara has been a die-hard Republican since she was old enough to vote. She votes Republican, is an active member of Young Republicans, and when she encounters arguments from Democrats, she is resistant to their persuasion attempts. Given the information about attitude change, it is most likely that Kara bases her attitude on

Accepted Answer

A)  her explicit attitude. 
B)  cognitions and affect. 
C)  careful analysis of arguments. 
D)  religious beliefs.

Question 5

The central route to persuasion is to ________ as the peripheral route is to ________.

Accepted Answer

A)  ability; motivation 
B)  logical arguments; surface characteristics 
C)  heuristic processing; systematic processing 
D)  attitude change; no attitude change

Question 6

An advertising executive once noted about soft drink advertisements, "The thing about soda commercials is that they actually have nothing to say." By this he meant that

Accepted Answer

A)  soft drink companies often take an emotional approach to advertising. 
B)  few soft drink ads contain voiceovers. 
C)  soft drink ads rely on flashy visuals only. 
D)  few soft drink ads actually influence consumers' purchasing behaviors.

Question 7

Because adolescents in particular are very susceptible to the emotional appeals of their peers, the textbook authors suggest that attitude inoculation attempts should take the form of

Accepted Answer

A)  one-sided appeals. 
B)  two-sided appeals. 
C)  eliciting a public commitment to resist peer pressure. 
D)  role-playing responses to peers' appeals.

Question 8

Donald didn't attend carefully to the substance of the persuasive communication, but instead paid attention to some irrelevant cues. He's using the ________ route to persuasion.

Accepted Answer

A)  peripheral 
B)  systematic 
C)  central 
D)  indirect

Question 9

There is evidence that subliminal messages can influence people in ________, but that such messages probably have very little influence in ________.

Accepted Answer

A)  the laboratory; the real world 
B)  the real world; a controlled lab setting 
C)  their sleep; television spots or movies 
D)  their subconscious; changing behavior

Question 10

You strongly suspect that your younger brother is no longer a virgin, so you want to persuade him to use condoms each and every time he has sex. How would you use McGuire's (1964) concept of attitude inoculation and the work on resisting peer pressure to make your younger brother immune to later attempts to persuade him to engage in risky sexual activities?

Accepted Answer

The answer of You strongly suspect that your younger brother...

Question 11

If you are constructing an ad, a basic principle to remember is that you must

Accepted Answer

A)  always construct your arguments carefully. 
B)  appeal only to viewers high in the need for cognition. 
C)  distract your audience because no one pays attention to arguments anyway. 
D)  try to ensure that your audience will pay attention to your ad.

Question 12

Cognitive dissonance theory suggests that when you cannot find sufficient external justification for your actions, you will attempt to find _________, which can lead to attitude change.

Accepted Answer

A)  implicit attitudes about your behavior 
B)  self-perceptions 
C)  internal justification 
D)  cognitively based attitudes

Question 13

According to the authors of your text, culture can play a role in both how advertisements are designed and how they perpetuate stereotypes. Explain how culture can play both of these roles in persuasion.

Accepted Answer

The answer of According to the authors of your text,...

Question 14

Researchers have conducted nearly 300 split cable market tests to assess the effectiveness of advertisements. They have found that advertising is especially likely to work for

Accepted Answer

A)  new products. 
B)  products like computers that are "luxuries." 
C)  products like toothpaste that are "necessities." 
D)  old products that have changed their image.

Question 15

Research by Petty, Cacioppo, and Goldman (1981) found that when students are not involved in an issue, their opinions are influenced more by the ________ than by the ________.

Accepted Answer

A)  quality of the arguments; credibility of the speaker 
B)  credibility of the speaker; quality of the arguments 
C)  quality of the arguments; surface characteristics of the message 
D)  content of the message; expertise of the speaker

Question 16

Suppose you are trying to persuade a group of people to purchase a new kitchen gadget. If you are presenting mostly weak arguments, which of the following techniques would help people feel more confident in their attitudes?

Accepted Answer

A)  getting people to applaud 
B)  asking them "yes" questions to get them to nod their heads 
C)  using a cognitive approach 
D)  asking them "no" questions to get them to shake their heads

Question 17

According to the authors, consumers are advised to be less concerned about the presence of subliminal messages in advertising, and to be more concerned that ads

Accepted Answer

A)  often induce people to act counter to their wishes, values, and personalities. 
B)  often shape and perpetuate cultural stereotypes. 
C)  reduce our attention span and our ability to evaluate persuasive messages critically. 
D)  consciously advocate socially destructive attitudes and behaviors.

Question 18

Emerson's boss wants to use cognitive dissonance to sell a new type of emergency cell phone. Emerson is not convinced that the campaign is going to be successful. What should Emerson tell his boss?

Accepted Answer

A)  Cognitive dissonance advertising is too expensive. 
B)  Cognitive dissonance is not effective in changing people's attitudes and subsequent behavior. 
C)  Cognitive dissonance techniques are difficult to implement on a mass scale. 
D)  Cognitive dissonance has fallen out of favor with the advent of the computer as a model for human behavior.

Question 19

According to the theory of planned behavior, the best predictor of people's deliberative behavior is

Accepted Answer

A)  the social situation. 
B)  their intention to behave in a certain way. 
C)  their assumptions about how others will evaluate their behavior. 
D)  whether the behavior is spontaneous or planned.

Question 20

People who base their attitudes on ________ are most likely to maintain their new attitudes over time.

Accepted Answer

A)  a logical analysis of the arguments 
B)  the presence of peripheral cues 
C)  the peripheral route to persuasion 
D)  emotional feelings about the attitude object

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

Researchers showed Americans and Koreans advertisements that stressed either independence or interdependence. They found that were persuaded most by ads that stressed .