Quiz 8: Attitude Change and Interactive Communications

A central goal of many marketing communications is an active attempt to change a person's attitude, an action called: A) persuasion. B) selling. C) promotion. D) conversion.

When Ford Canada includes a free oil change at your local dealership for filling out a research survey, this is called: A) manipulation. B) authority. C) co-operation. D) reciprocity.

If Harley-Davidson only produces enough motorcycles to satisfy 70% of market demand, they are appealing to a psychological principle known as: A) scarcity. B) denial. C) authority. D) consensus.

When the Bank of Canada speaks about interest rates, people listen. This principle is known as: A) politicization. B) puffery. C) authority. D) consistency.

Many major Super Bowl sponsors have their digital media teams at the ready so that they can leverage opportunities throughout the game. This is known as: A) noise. B) co-creation. C) media management. D) real-time marketing.

Jason wanted to finely tune the company's message to suit various small groups of consumers. He was looking to: A) micro-market. B) narrowcast. C) co-creation. D) mini-market.

The traditional communications model is ordered: A) source, medium, receiver, feedback. B) source, feedback, receiver, re-send. C) source, medium, receiver, feedback, re-send. D) source, message, medium, receiver, feedback.

Not-for-profit organizations need to delicately balance the positive returns people get from helping to raise money for the organization's needs, and the fact that they need to suffer a bit for the cause. This is called: A) balance for performance. B) interactions theory. C) active reciprocity theory. D) the martyrdom effect.

The ________ strategy blends multiple media platforms to unfold messages and integrate social media with real-world experiences over time. A) co-creation B) multi-message media C) transmedia storytelling D) real-time marketing

________ occurs when the consumer interacts with the marketer to influence the product, service, or outcome that is created. A) Co-blogging B) Transitional archiving C) Permission marketing D) Customer co-creation

When Lush polls its customers regarding what new scent of bath oil should be released, this is an example of: A) customer co-creation. B) content sourcing. C) crowd funding. D) permission marketing.

Facebook, Twitter, and LinkedIn are all examples of: A) content sourcing. B) social media. C) crowd funding. D) permission marketing.

Roy saw the point-of-sale sample of cork flooring at the building supply company. When he got home he went on the Internet to find out more about the product. This is an example of: A) first-order response. B) second-order response. C) transaction response. D) source credibility.

The "Persuasion Knowledge Model" (PKM) suggests that: A) consumers use their knowledge to exploit agents and persuade them to improve deals. B) marketers exploit knowledge of attitudes to target consumer segments. C) marketers exploit agent knowledge to target sales effectively. D) consumers develop knowledge about persuasion and use this knowledge to obtain the best personal outcome.

When Ashley enters the used car lot to look for her next car, she draws upon the knowledge that car salespeople often use "hard-sell" techniques and she raises her guard in order to defend herself from a persuasion attempt. This is consistent with: A) the Persuasion Knowledge Model. B) a dual process model. C) the existence of a sleeper effect. D) the theory of cognitive dissonance.

The more an item is available, the more attractive it becomes.

Research shows that people have been shown to be more giving after they have received something.

Sometimes where something is said can be as important as what is said.

The communications model specifies a number of elements necessary for communication to be achieved. These elements include the message and the medium.

The marketer or advertiser in the communications model is called the receiver.

The Smith Company uses after-sale interviews with its customers to examine how well the customers were served by the sales force and service staff of the company. When the Smith Company follows this procedure, the company is attempting to use feedback as a means to improve communications.

After studying the IKEA catalogue, Lee phoned and placed an order for a new table. This is an example of a first-order response.

Dale feels an obligation to respond to a charity appeal after receiving a gift of a t-shirt. Explain the persuasion principle being used here.

Why are limited edition items appealing to consumers?

CNN News tends to be more persuasive than other sources such as TMZ. Why?

What element is missing from the traditional communications model?

Describe the advertising campaign options for a company that wishes to introduce a new face cream for men. Describe what message would need to be developed.

Identify the major elements of the traditional communications model.

What is customer co-creation? Give an example.

What is meant by the term "first-order response"?

What is meant by the term "second-order response"?

How does the Persuasion Knowledge Model (PKM) view the exchange between consumer and persuasion agent?

What is permission marketing? Explain why it may or may not be necessary.

A hot new trend in marketing involves having digital messages designed to blend into the editorial content of the publications in which they appear. This is known as: A) digitorials. B) an advertorial. C) native advertising. D) consumer co-creation.

One of the drawbacks of using a celebrity endorser is: A) that they are more costly. B) their motives may be suspect. C) viewers' recall is lower. D) they are geographically limiting.

Marketers want to use experts, such as medical doctors, because they would seem to be effective at changing attitudes toward utilitarian products such as headache pills or liniments. Viewers who trust them realize the products have ________ and need reassurance that they will work. A) low credibility risk B) high social risk C) high performance risk D) low knowledge bias

People who tend to be sensitive about the opinions of others: A) avoid asking to keep from being embarrassed. B) are more persuaded by an attractive source. C) reflect cheerfully and then decide. D) consult a communicative interactive model.

The marketer who is trying to develop favourable attitudes toward his shortbread cookies would find which of these sources most effective in persuading consumers? A) a celebrity chef B) a sophisticated world traveller C) a supermarket check-out cashier D) an ordinary or "typical" consumer similar to the target audience

Two key characteristics of the source for persuasive purposes in marketing communications are: A) credibility and experience. B) credibility and attractiveness. C) attractiveness and experience. D) Q rating and believability.

Source ________ relates to consumers' beliefs that a communicator is both competent and willing to provide the information necessary for them to make an adequate evaluation of competing products. A) honesty B) Z factor C) credibility D) attractiveness

Consumers' beliefs about a product are affected by information they receive through marketing communications. When the communicator's knowledge about the topic is judged to be inaccurate, the source is said to have: A) marketing deficiency. B) knowledge bias. C) knowledge gap. D) reporting bias.

If a marketing communications source has accurate knowledge about a product but does not seem to convey that information willingly and in full faith, the source is thought to be exhibiting a(n): A) intrinsic contradiction. B) credibility paradox. C) knowledge bias. D) reporting bias.

The ________ is said to have occurred when consumers appear to "forget" that they had disliked a message source, yet over time the message got across, effectively changing their attitudes toward a product. A) misattribution effect B) delayed-response effect C) sleeper effect D) negative disassociation

Dan is assisting with the promotion for an herbal supplier who has a new product that the developer believes will help people lose weight. Dan is reluctant to promote the new product directly, but attempts to create a lot of buzz within the industry through secondary sources so it does not look like he's trying too hard. What is Dan trying to avoid? A) the sleeper effect B) the fact that if people really heard from the source and knew where his product came from, they would not be interested in it C) the negative spin created under the uses and gratification theory D) the corporate paradox

An electronics firm hires a group of youths to go into websites and plant comments that are made to look as if they came from actual customers. This practice is known as: A) ethical malpractice. B) market manipulation. C) creating a stealth campaign. D) caveat emptor.

A former well-liked American politician appears in an ad for Viagra. This is an example of: A) reporting bias. B) source credibility. C) source attractiveness. D) source bias.

If John Holmes from the TV show Holmes on Homes were hired as a spokesperson for an electric power tool manufacturer, he most likely would have "star power" due to: A) a representation of celebrity displacement. B) an allegiance with the firm. C) an allowance for being amateurish. D) the match-up hypothesis.

If we assume that a source who is beautiful also rates highly on other dimensions, we are making an assumption called: A) associative-cluster effect. B) halo effect. C) leniency tendency. D) appearance bias.

Craig was a popular weatherman in the largest media outlet in a medium-sized market. He was known for giving accurate forecasts with detailed scientific precision in a no-nonsense manner. According to the match-up hypothesis, for which of the following products would Craig be best suited as a celebrity endorser? A) a clean air campaign B) a public service promotion countering negative feelings about minorities C) a computer program designed to help elementary school children learn science D) an anti-smoking advertisement that illustrates the symptoms of emphysema

A match-up hypothesis refers to: A) ad copy and target market. B) website and retail store. C) celebrity's image and product. D) sender and receiver.

In 2006, Sony launched a program in which it hired a person to pretend he was a huge PSP fan. The person created a hip-hop song, a YouTube video, as well as a website dedicated to his love for Sony's PSP (called alliwantforxmasismypsp.com). This is an example of: A) fraudulent marketing. B) YouTubing. C) sock puppeting. D) podcasting.

When a company pays a blogger to write about its products in a positive way, this is called a(n): A) social media mavenry program. B) paid influencer program. C) online front program. D) manipulative media program.

While source effects can be dramatic, they only apply to a limited number of special message conditions.

Due to the difficulty of making persuasive communications effective, "experts" are used as spokespeople for utilitarian products that have a high performance risk.

Unless the consumer already has considerable information about a product, a credible source is not persuasive.

If a well-known bank robber endorsed a burglar alarm system in a commercial, consumers would be persuaded more favourably because of his presumed credible knowledge than turned off by his former criminal activity.

Doctors may get grants from drug companies and present papers reporting on the benefits of the companies' drugs. This is an example of knowledge bias.

The main difference between buzz and hype is that hype is seen as authentic.

The halo effect can be explained in terms of the consistency principle.

What is meant by the term "sock puppeting"? Give an example.

Under what circumstances should marketers stress the sources characteristics of credibility and/or attractiveness?

How might different sources be used to market different products?

Briefly explain source credibility.

Explain some of the situations in which rebellious or deviant celebrities can be an asset to a brand.

Distinguish between knowledge bias and reporting bias.

What are some of the advantages in using non-human endorsers?

Compare and contrast hype versus buzz. Which would you like to encourage as a marketer?

What is source attractiveness? Does it relate to some products more than others?

Microsoft is actively considering hiring Sidney Crosby as a spokesperson for its network software division. Comment on this situation.

Comparative advertising runs the risk of lowering believability and stirring up ________ whereby the consumer may doubt the credibility of a biased presentation. A) knowledge bias B) refutational arguments C) source derogation D) source bias

Laura needed to reposition her company's product within the mind of the consumers. They do not seem to see any difference within the product category. The best appeal to use when consumers do not find many differences is a(n) ________ appeal. A) sex B) emotional C) rational D) fear

Fear can be a powerful tool to use for attitude change if done carefully. LaRoyce was thinking of using fear to convey a drug prevention message to her teen target audience. To ensure success the message needs to be: A) monotonic. B) focused on a social threat over a physical own. C) focused on a physical threat. D) depicting a monetary threat.

Verbal elements of an ad (or ad copy) are more effective when reinforced by an accompanying picture. This is especially true if the picture relates strongly to what is said in the copy, when the illustration is: A) coordinated. B) framed. C) matched. D) bonded.

The tendency for consumers to like things, including products, simply because they are more familiar to them is called the: A) mere exposure effect. B) novelty wear-out effect. C) barrier-to-entry effect. D) preference consistency effect.

When advertising a water filter, the advertiser limited the amount of exposure per repetition and slightly varied the setting of the ads. This overcame the problem of: A) habituation. B) advertising fatigue. C) exposure wear-out. D) advertising wearout.

A key concept of the two-factor theory on the effects of repetition of ads is that: A) two separate psychological processes are operating when a consumer is repeatedly exposed to an ad. B) the success of repetition in persuasiveness is dependent upon the factors of source credibility and attractiveness. C) consumers are one factor in the success of an ad and the other factor in any given circumstance is largely unknown. D) learning increases as forgetting decreases.

A prestigious luxury car advertiser states that "the loudest thing you'll hear is the ticking of the clock," with the implication that they're working on solving that problem right now. The advertiser is using ________ in the construction of the message. A) counter-attitudinal advocacy B) a refutational argument C) an open-ended strategy D) proactive advocacy

In preparing ads, the use of supportive arguments only is typical of a ________ argument approach to advertising. A) declarative B) single issue C) one-sided D) positive

Generally speaking, comparative ads are more effective when: A) the marketer of an established brand wishes to eliminate new competition. B) the marketer of a new product wishes to point out faults in the dominant brand. C) the marketer of an established brand wishes to freshen the image of his brand on selected attributes. D) the marketer of a new product wishes to give his product a clear brand image close to that of the dominant brand.

When Bristol-Myers states that "New Liquid Vanish really does clean tough rust stains below the waterline better than Lysol," it is using which of the following strategies? A) cognitive differentiation B) emotional appeal C) comparative advertising D) conclusion advertising

What common communication technique listed below can be perceived of as a negative effect when used in a factual communication? A) showing the convenience of using the product B) showing an actor playing the role of an ordinary person C) demonstrating tangible results (e.g., bouncy hair) D) showing a picture

Acme Company began to sell a digital camera called a Column to compete with Canon's digital cameras. In terms of comparative ads, what should be the strategy of both Acme and Canon? A) Acme should avoid comparative ads, and so should Canon. B) Acme should avoid comparative ads, but Canon should use comparative ads. C) Acme should compare its camera with Canon's, but Canon should not use comparative ads. D) Both Cannon and Acme should use comparative ads.

A car advertiser says its cars are the most expensive within the model class and are not known for their styling, but they have the best safety and quality record of any cars within the model class. What argument is the car advertiser using? A) a two-sided argument B) a one-sided argument C) a support argument D) a negative argument

In a major study of factors that determine if commercials would be persuasive, it was found that the single most important factor was whether the communication contained a message that stressed a unique benefit or product feature.

Two versions of the same message, one in visual form, the other in verbal form, elicit different reactions. Pictures are found to be superior in affecting evaluations of utilitarian aspects of the product.

The two-factor theory suggests that there is an optimal number of repetitions for a message.

A car manufacturer admits in a television commercial that its automobile is costly and lacks a great deal of stylishness. However, the company's spokesperson also points out that it has the best safety record on the road and takes special care to ensure that small children ride well and safely in their cars. The manufacturer is making a two-sided argument with this type of message.

The ad named one brand of diapers and compared them with another brand's in terms of "dryness effectiveness." This is an example of comparative advertising.

What is "chunking"?

Explain how mere exposure and advertising wearout intersect.

Tania is the brand manager for a brand of dishwashing powder. Because many people use tablets nowadays she is considering using a refutational argument in her message. Explain what the motivation for this might be and how her message may work.

Discuss one-sided versus two-sided arguments and give an illustration of each.

________ is a type of literary device that combines a play on words with a relevant picture. A) Resonance B) A metaphor C) A drama D) A lecture

In research studies, recall has been found to be higher for "thinking" ads than for "feeling" ads. One reason for this finding is that: A) feelings are more private; subjects pretend not to recall them as well. B) tests that measure recall are more oriented toward recall of specific facts, or cognitive response. C) the type of people who agree to participate in research studies are more the "thinking" type than "feeling." D) such tests take into account the cumulative effects of learning from repeated exposures to an ad.

Scott found that the use of a tasteful, sexually provocative picture in his magazine promotion got lots of attention, but sales of his product seemed unaffected. What was the most probable reason for Scott's problem? A) Readers liked the ad, but it attracted the wrong segment of shoppers. B) Both men and women were highly offended by the ad. C) The ad was so effective in drawing attention to the "sex appeal" that recall for the product was hindered. D) Scott was using sex to sell a product related to sex.

Ads containing puns or satire are examples of which type of message appeal? A) rational B) sex C) humour D) fear

An advertisement for Canadian Club whiskey playfully compares trying one's first whiskey to a man growing his first chest hair. This is an example of a ________ appeal. A) rational B) sex C) humour D) fear

In a commercial for Contac cold medicine, a construction worker was shown working hard during a rainstorm. He says he has to take Contac so he can get to work that day, adding "No work, no pay," revealing an anxiety about losing his job. Called the "slice of death" tactic, this is a demonstration of the use of: A) emotional appeals. B) humorous appeals. C) fear appeals. D) cognitive-avoidance appeals.

Erika wanted her roommates to wash their own dishes and clean up in the kitchen when their turn came. Everyone in the apartment had the stomach flu at least once in the last two weeks and Erika thought she was coming down with it again. She was convinced that if the apartment were cleaner, she could stay healthier. What type of message would be most effective for Erika to persuade her roommates? A) Erika should create a moderate threat with her message, and then explain how the threat could be removed by her request. B) Erika should emphasize the danger of the flu and how people could be permanently affected by it. C) Erika should ignore the threat of the flu and emphasize how much happier she would be if the apartment was cleaner. D) Erika should lie about the effects of the flu, using extreme illustrations such as how the flu can lead to cancer.

In a Pepsi ad, the visual was a picture of a crumpled Pepsi bottle cap lying on the sand. The headline was, "This year, hit the beach topless." This was an example of the use of: A) emotional appeals. B) resonance. C) a non-monotonic relationship. D) metaphors.

Presenting an ad as if it were a drama, linking the viewer emotionally with a sensation from experiencing use of the product, is termed: A) a metaphor. B) experiential advertising. C) transformational advertising. D) psychodrama.

Many ads take the form of a(n) ________, in which an explicit comparison is made. A) metaphor B) comparison C) allegory D) autonym

Recall of "thinking" ads is higher than that for "feeling" ads because conventional measures of advertising effectiveness (such as "day-after-recall tests") are oriented toward cognitive responses and do not adequately assess the cumulative effects of emotional ads.

Humour in advertising can be tricky. Why? What are the positives of using humour in advertising?

Why is the relationship between fear and attitude change considered non-monotonic?

You have been hired by the Government of Canada as a consultant to inform their tobacco labelling campaign. In particular, they are concerned that some of the anti-smoking labels on cigarette packaging are too graphic and upsetting for consumers. Given what you know about fear appeals, what would you advise?

Compare and contrast the uses of emotional appeals, such as sex, humour, and fear, in advertising. What are the strengths and weaknesses of each?

Once a marketing message is received, the consumer begins to process it. Depending upon how personally involving the information is to the consumer, the consumer will follow one of two routes to persuasion, according to the: A) route-preference hypothesis (RPH). B) affect-cognate model (ACM). C) personal relevance hypothesis (PRH). D) elaboration likelihood model (ELM).

According to the elaboration likelihood model (ELM), the primary determinant of which route a consumer will follow in processing a message depends upon the: A) personality of the consumer. B) personal relevance of the information. C) type of message. D) intelligibility of message.

Careful consideration of message content, generation of cognitive responses to ad arguments, and a rational evaluation of an ad's persuasive element are all typical of messages processed via the ________ route to persuasion. A) main avenue B) direct C) tertiary D) central

Danielle and Kelli Jo both saw the same ad. The product being advertised was very important to Danielle, but of only minor interest to Kelli Jo. According to the elaboration likelihood model, even if both women buy the product, how will the relationship between attitude change and behaviour be different? A) Danielle will think about it first and then purchase. Kelli Jo will purchase first and then change her attitude about the product later. B) Danielle will purchase first and then change her attitude. Kelli Jo will think about it first and then purchase the product. C) Both women will change their attitudes first, but Kelli Jo will not purchase until she sees Danielle purchasing. She will then model Danielle's behaviour. D) Both women will change their attitudes first, but Kelli Jo will not change her beliefs about the product and Danielle will.

The elaboration likelihood model (ELM) refers to the nature of counter-arguments a consumer makes when listening to a persuasive message.

The elaboration likelihood model (ELM) assumes that once a consumer receives a message, he or she begins to process it. Depending on the personal relevance of the information, one of two routes to persuasion will be followed. Briefly describe them.

Discuss the important elements that influence the persuasiveness of the message.

What is the elaboration likelihood model of persuasion? Describe and discuss its features. What are the implications of the ELM for marketing promotions?

The elaboration likelihood model (ELM) approach has received a lot of research support. In one typical study, undergraduates were exposed to one of several mock advertisements for Break, a new brand of low-alcohol beer. What three independent variables that were crucial to the ELM were manipulated?