Question 1

The logical, fact-based approach is used in advertisements most effectively when the basis of the attitude is __________ and __________.

Accepted Answer

A)  cognitive; the problem the product can solve is important to viewers 
B)  cognitive; viewers are likely to be paying attention to the ad 
C)  affective; strong arguments for why people should use the product are available 
D)  affective; people are motivated to pay attention to the ad

Question 2

Describe when people are more likely to use the central route to persuasion, and when they are more likely to use the peripheral route. When people are using the central route, what will make an appeal more persuasive? When they are using the peripheral route, what will make an appeal more persuasive?

Accepted Answer

The answer of Describe when people are more likely to...

Question 3

Researchers systematically varied the quality of persuasive communications that advocated comprehensive exams for college students, and also varied the prestige of the communicator. Further, some student participants were led to believe that such academic reforms might be carried out in the near future, whereas others were led to believe that such reforms wouldn't occur until long after they had already graduated. Those students who believed that the reforms were a long time in coming were more influenced by communicator prestige than by the quality of the persuasive arguments. These findings support the assertion that __________ route to persuasion.

Accepted Answer

A)  people high in need for cognition use the central 
B)  message relevance influences whether people use the central or peripheral 
C)  weak arguments are less persuasive when people use the peripheral 
D)  strong arguments are less persuasive when people use the central

Question 4

Counterattitudinal advocacy results in attitude change when __________.

Accepted Answer

A)  there is minimal external justification for the statement 
B)  there is minimal internal justification for the statement 
C)  the attitude is accessible 
D)  the attitude is initially very strong

Question 5

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 6

The __________ model of persuasion asserts that attitudes may change because people attend to the merits of an argument, or because they use such cognitive shortcuts as "The faster a person talks, the more she knows about the issue."

Accepted Answer

A)  elaboration likelihood 
B)  Yale 
C)  self-perception 
D)  heuristic-systematic

Question 7

A commercial comes on for an arthritis cream. Lachlan has been having some pain in his knees lately, so he's both motivated and able to attend to the commercial. Therefore, he is more likely to use the __________ route to persuasion.

Accepted Answer

A)  peripheral 
B)  heuristic 
C)  central 
D)  relevant

Question 8

Imagine you are trying to convince someone to buy a computer of Brand X using what you know about the association between emotions and persuasion. Describe how you could create an advertisement or a store environment that would persuade individuals to buy your computer. More importantly, explain how your procedures would be persuading individuals at a psychological level. That is, how would individuals be processing your message that would lead to persuasion?

Accepted Answer

The answer of Imagine you are trying to convince someone...

Question 9

The peripheral route to persuasion indicates that people are paying attention to __________.

Accepted Answer

A)  the content of the message 
B)  the logical arguments of the message 
C)  the surface characteristic of the message 
D)  their attitude change

Question 10

According to the elaboration likelihood model of persuasion, people who __________ are most likely to take the __________ route to persuasion.

Accepted Answer

A)  are motivated to pay attention; central 
B)  are motivated to pay attention; peripheral 
C)  do not pay close attention; central 
D)  do not care about the issue; central

Question 11

Explicit attitudes influence our behavior when __________, while implicit attitudes influence our behavior when __________.

Accepted Answer

A)  we are not monitoring our behavior; we are monitoring our behavior 
B)  we are monitoring our behavior; we are not monitoring our behavior 
C)  we make public statements, we consider our private beliefs 
D)  our behavior is nonverbal; our behavior is verbal

Question 12

Imagine that you are trying to promote a new type of low-fat snack food to a group of people in the grocery store. You know that these people are paying attention and are motivated to process your message. What type of persuasive communication would you deliver?

Accepted Answer

A)  A message with several high-quality arguments 
B)  A message that appeals to their feelings 
C)  A message given by a very attractive speaker 
D)  A balanced message containing both high-quality and low-quality arguments

Question 13

Armando is listening carefully to a persuasive communication and thinking about the arguments. He is using the __________ route to persuasion.

Accepted Answer

A)  peripheral 
B)  heuristic 
C)  central 
D)  direct

Question 14

In order to help teens resist peer pressure, it is important to inoculate their attitudes not only with cognitive arguments but with __________.

Accepted Answer

A)  implicit attitudes 
B)  fear-arousing communications 
C)  emotional appeals 
D)  physical humor

Question 15

An attitude based on operant conditioning is formed when a behavior toward an attitude object is __________.

Accepted Answer

A)  positively reinforced 
B)  performed unconsciously 
C)  done privately, then publicly 
D)  paired with a negative stimulus

Question 16

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 17

Gerald Lambert invented Listerine as a surgical antiseptic for throat infections, but was able to market it to a wider audience by __________.

Accepted Answer

A)  using cognitively based arguments 
B)  publicizing the problem of halitosis 
C)  having doctors endorse the product 
D)  using fear-arousal

Question 18

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. What is the dependent variable of this research?

Accepted Answer

A)  Type of intervention: pamphlet only, movie only, or pamphlet and movie 
B)  Amount that they smoked 
C)  Type of participants: smokers, non-smokers 
D)  Fear they felt while watching the movie

Question 19

Several programs have been designed to prevent teen smoking in which researchers used role-playing to help inoculate antismoking attitudes. The results of such programs are __________.

Accepted Answer

A)  that role-playing is ineffective against peer pressure 
B)  these teens were less likely to start underage smoking 
C)  these teens were likely to experience external justification for smoking 
D)  that attitude inoculation only works for cognitively based attitudes

Question 20

Persuasive communication is a message __________.

Accepted Answer

A)  advocating a particular side of an issue 
B)  that presents both sides of an issue 
C)  intended to sell more product 
D)  that contains propaganda

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

The logical, fact-based approach is used in advertisements most effectively when the basis of the attitude is and .