Question 1

____ encompass(es)feelings of warmth,tenderness,and caring.

Accepted Answer

A)  Deactivation feelings 
B)  Social affection 
C)  Social uplifting 
D)  Upbeat activation 
E)  SEVA

Question 2

Consumers can form simple beliefs based on their explanations,known as ____,for an endorsement.

Accepted Answer

A)  peripheral cues 
B)  schematic cues 
C)  heuristics 
D)  attributions 
E)  support arguments

Question 3

Ads during violent programs can

Accepted Answer

A)  elicit negative responses to the product. 
B)  elicit negative images of the product. 
C)  inhibit processing ad recall. 
D)  aid in awareness of the product. 
E)  endorse violence when using the product.

Question 4

Tami was in a bad mood after driving home for two hours on the freeway.This is likely to affect her attitudes by

Accepted Answer

A)  enhancing her recall for associations with that experience. 
B)  biasing them positively. 
C)  biasing them negatively. 
D)  acting in a similar manner to classical conditioning. 
E)  acting in a similar manner to the mere exposure effect.

Question 5

When processing effort is low,consumers ____ brand messages.

Accepted Answer

A)  generally generate support arguments for 
B)  generally generate counter arguments against 
C)  are persistent in thinking up source derogations about 
D)  are unlikely to generate arguments for or against 
E)  are resistant to

Question 6

A recent ad portrayed a customer switching his video store membership as if it were the breakup of a relationship.This attempt at humor is likely to

Accepted Answer

A)  decrease motivation. 
B)  increase counterarguing. 
C)  increase source derogations. 
D)  increase attention. 
E)  decrease the use of peripheral cues.

Question 7

Both incidental learning and the mere exposure effect involve repetition.How are these two phenomena different?

Accepted Answer

The answer of Both incidental learning and the mere exposure...

Question 8

To be more persuasive in presenting information under low MAO,marketers should

Accepted Answer

A)  provide a lot of detailed information. 
B)  raise one or two simple key points. 
C)  present more complex arguments than under high MAO to stimulate cognition. 
D)  not include emotional appeals. 
E)  present the verbal or written information.

Question 9

The attitudes of low-elaboration consumers are less resistant to attack from competitors because of all of the following reasons except that

Accepted Answer

A)  consumers do not critically evaluate message arguments. 
B)  there is no affect attached to the attitude. 
C)  consumers tend not to link the information in the message to their existing beliefs. 
D)  consumers do not develop strong counterarguments to the message. 
E)  consumers "let their guard down" and do not resist the message.

Question 10

The marketing manager for Post-it notes realized that the company's consumer base held low-effort attitudes about the product.Thus,for any marketing campaign,consumers would most likely be

Accepted Answer

A)  passive recipients of the message. 
B)  active recipients of the message. 
C)  unable to encode information from the message. 
D)  processing with higher attention levels. 
E)  less likely to have schemas of the information in the message.

Question 11

Sexual messages

Accepted Answer

A)  will usually create positive affect. 
B)  will often increase central route processing. 
C)  can create negative attitudes toward an ad. 
D)  will increase incidental learning. 
E)  will often increase the believability of an ad.

Question 12

Heuristics are simple rules of thumb that are easy to invoke and require little thought.

Accepted Answer

A) True 
 B)False

Question 13

In a mystery ad the brand is

Accepted Answer

A)  never revealed in the ad. 
B)  processed by very low and obscure routes. 
C)  promoted by an obscure source. 
D)  processed by simple heuristics that elicit very high elaboration. 
E)  not identified until the end of the ad.

Question 14

Low-elaboration consumers may acquire simple beliefs by forming ____ based on easily processed peripheral cues in the ad and the relationship of these cues to concepts or categories that they have stored in prior knowledge.

Accepted Answer

A)  peripheral schema 
B)  peripheral value systems 
C)  simple inferences 
D)  long-term cognitions 
E)  affective cues

Question 15

Marketers are more successful at changing consumers' attitudes under high effort situations than low effort situations.

Accepted Answer

A) True 
 B)False

Question 16

Two factors play a major role in determining whether or not sources evoke favorable affective reactions under peripheral-route processing,they are

Accepted Answer

A)  physical attractiveness and likability. 
B)  credibility and expertise. 
C)  intelligence and credibility. 
D)  intelligence and expertise. 
E)  credibility and length of advertisement.

Question 17

Information processing from a peripheral route is ____ the central route of persuasion.

Accepted Answer

A)  less frequent than 
B)  equally as common as 
C)  more frequent in high need for cognition individuals than 
D)  more frequent than 
E)  more frequent for expensive durable goods than

Question 18

How does program content have an effect on consumers' processing of advertising?

Accepted Answer

The answer of How does program content have an effect...

Question 19

Consumers may infer that a brand of soda is fun because it is shown in pictures with individuals who are roller-skating on the boardwalk at the beach.This attitude is an example of a(n)____ that is associated with peripheral processing.

Accepted Answer

A)  peripheral schema 
B)  peripheral value system 
C)  simple inference 
D)  long-term cognition 
E)  affective cue

Question 20

Repeatedly seeing ads for mouthwash that claim mouthwash can kill cold germs will increase this belief.This is known as the ____ effect.

Accepted Answer

A)  cognitive argument enhancement 
B)  affective 
C)  incremental learning 
D)  message 
E)  truth

Exam 6: Attitudes Based on Low Effort

____ encompass(es) feelings of warmth,tenderness,and caring.