Question 1

Researchers systematically varied the quality of persuasive communications that advocated comprehensive exams for college students, and also varied the prestige of the communicator. These researchers found that when some students believed that their university was considering such examination, those students used the __________ route to persuasion, and were influenced by the __________.

Accepted Answer

A)  central; quality of the persuasive arguments 
B)  central; prestige of the communicator 
C)  peripheral; quality of the persuasive arguments 
D)  peripheral; prestige of the communicator

Question 2

People are more likely to pay attention to characteristics of the communicator, rather than to the contents of the message, when __________.

Accepted Answer

A)  they are personally involved in the issue 
B)  the issues are too complex to comprehend fully 
C)  the stakes are high 
D)  they are high in the need for cognition

Question 3

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 4

Researchers (Davidson & Jaccard, 1979) studied the relationship between women's attitudes and their use of the birth control pill. The results of this study indicated that general attitudes were __________ of behavior.

Accepted Answer

A)  accurate predictors 
B)  moderately good predictors 
C)  poor predictors 
D)  reliable predictors

Question 5

Which of the following is NOT a characteristic of an affective attitude?

Accepted Answer

A)  Not a result of rational examination 
B)  Often linked to values 
C)  A central part of one's self 
D)  Governed by logic

Question 6

You work for an advertising agency. You have been assigned to come up with an advertising campaign for a new brand of designer water, which in reality is standard city reservoir water in a fancy bottle. In this case, you are best off using the __________ route, because __________.

Accepted Answer

A)  central; you have strong arguments for why your product is superior 
B)  central; your audience is going to be highly motivated 
C)  peripheral; you do not have strong arguments for why your product is superior 
D)  peripheral; your audience is going to be low in the need for cognition

Question 7

Lori downloads and listens to MP3s to help her quit smoking. She cannot consciously detect any anti-smoking messages. Chances are that the messages are __________.

Accepted Answer

A)  implicit 
B)  subliminal 
C)  not there at all 
D)  superliminal

Question 8

"Feel great. Smell great," goes the warm, lilting theme song of a television ad for perfume, as the model dances through a field of flowers. Why would this ad be most likely to work?

Accepted Answer

A)  These ads convincingly demonstrate the good performance of the perfume at covering odor. 
B)  One-sided messages are more effective with social identity products. 
C)  Cognitive appeals work best with most consumer products. 
D)  Emotional appeals work well with social identity products.

Question 9

Your best friend has just begun smoking. You are concerned for her health and decide to have a talk with her about her choices. What is the best way for you to approach this conversation?

Accepted Answer

A)  Buy a self-help book from the bookstore that discusses overall strategies to live a healthy life 
B)  Provide enough description of the dangers of smoking to get her attention, and then provide her with information about the Quitline, which helps people stop smoking 
C)  Provide her with vivid pictures of lung disease and mouth cancers to show her what will happen to her 
D)  Provide her with statistical information that makes it obvious she is going to die if she keeps smoking

Question 10

You are watching your favorite movie, about a renegade vigilante trying to escape from the police. Suddenly, your brother says, "I guess Dodge sent some money to the producers." You then notice that all of the cars in the exciting car chase are manufactured by Dodge. Dodge has used __________ in hopes of influencing your next car purchase.

Accepted Answer

A)  brand merchandising 
B)  explicit advertising 
C)  product placement 
D)  subliminal messaging

Question 11

According to the elaboration likelihood model in your textbook, one reason that product placement is so successful as an advertising technique is that __________.

Accepted Answer

A)  when it is used, people don't try to defend themselves against the influence 
B)  it increases the frequency of exposure to ads 
C)  it makes the source appear more credible 
D)  it makes the source appear more likeable

Question 12

In order to change attitudes about something on a mass scale, whether it is a product, a social problem, or a political candidate, it would be best to use __________.

Accepted Answer

A)  dissonance reduction techniques 
B)  persuasive communication 
C)  insufficient external justification 
D)  counterattitudinal advocacy

Question 13

When trying to persuade people, it is useful to make sure they have __________ in their thoughts on the matter.

Accepted Answer

A)  confidence 
B)  salience 
C)  complexity 
D)  logic

Question 14

You are asked to design advertisements for several products. For which of the following products would you want to design an ad with an emotional appeal?

Accepted Answer

A)  A car 
B)  Makeup 
C)  A can opener 
D)  Storage bags

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