Question 1

Audience demographics refer to which of the following?
A) Age.
B) Income.
C) Political and religious affiliations.
D) Ethnic group.

Accepted Answer

Audience demographics encompass various characteristics of a population, including age, income, political and religious affiliations, and ethnic group.

Question 2

Audience psychographics refers to which of the following?
A) Lifestyles and mind-sets of audiences.
B) Mental health of populace.
C) Only the Woodstock generation.
D) Census data.

Accepted Answer

Psychographics involves studying and measuring the attitudes, values, lifestyles, and personalities of audiences. It goes beyond basic demographics to understand the psychological aspects of consumer behavior, making choice A correct. Choices B, C, and D do not accurately describe audience psychographics.

Question 3

The characteristics of a dyad in interpersonal communication are:
A) Three or more people talking face to face with instant feedback.
B) Two people talking face to face with instant feedback.
C) Many people taking turns talking to each other.
D) None of the above.

Accepted Answer

A dyad in interpersonal communication specifically refers to two people engaging in face-to-face conversation with the opportunity for instant feedback, making option B the correct choice.

Question 4

The characteristics of a small group that distinguishes it from a dyad are:
A) An anonymous group of people receiving the same message.
B) Two people taking turns talking and receiving a message.
C) Three to 15 people interacting who have an interdependent goal.
D) None of the above.

Accepted Answer

A small group typically consists of three to 15 people who interact with each other and have a common, interdependent goal, distinguishing it from a dyad, which is a group of only two people.

Question 5

In Thomas Peters and Robert Waterman's book, In Search of Excellence, they found the vital reason for success in the best-run American companies to be:
A) Detachment and an authoritative leader.
B) Intensity of communications.
C) A democratic style that shares the burden.
D) Innovative training by professionals once a year.

Accepted Answer

Intensity of communications was identified as a key factor for success in the best-run companies according to Peters and Waterman's research in "In Search of Excellence." This emphasizes the importance of open, effective communication within an organization.

Question 6

Mass audiences have the following characteristics:
A) Anonymous to each other.
B) Heterogeneous in characteristics.
C) Incapable of instant feedback.
D) Unified in purpose.

Accepted Answer

The answer of Mass audiences have the following characteristics:
A) Anonymous...

Question 7

The Roman orator Cicero listed which of the following as knowledge that a speaker must possess to be successful?
A) Complete knowledge of the subject.
B) A good agent to promote the event.
C) Appropriate style or conventions.
D) Extensive knowledge of human emotions.

Accepted Answer

Cicero, a Roman orator, emphasized the importance of having complete knowledge of the subject, using an appropriate style or conventions, and having extensive knowledge of human emotions for a speaker to be successful. These elements are crucial for effective communication and persuasion.

Question 8

During the 1950s communication research began to explore the philosophical questions in the laboratories of Yale University through the efforts of which social scientist?
A) Edward Bernays.
B) Milton Rokeach.
C) Gerald Miller.
D) Carl Hovland.

Accepted Answer

Carl Hovland was a key figure at Yale University during the 1950s, where he led pioneering research into the effects of communication on attitude change, significantly contributing to the development of communication theory and research.

Question 9

One consistent finding in all communication theory and philosophy of communication is that the following is at the foundation of audience behavior:
A) Source credibility with the audience.
B) The audience's preexisting attitude.
C) The place where the speech is delivered.
D) The source's reputation before the speech.

Accepted Answer

The answer of One consistent finding in all communication theory...

Question 10

Although credibility is composed of many factors, it can be defined simply as:
A) How much exposure the speaker has had.
B) How intelligent the audience is.
C) How believable the speaker is.
D) How educated the speaker is.

Accepted Answer

Credibility is fundamentally about how believable or trustworthy the speaker is perceived to be by the audience, which encompasses various factors including expertise, trustworthiness, and dynamism.

Question 11

The elaboration likelihood model (ELM) demonstrates that when the receiver is unable to critically examine the message through elaboration, he or she is more likely to:
A) Accept the message of a high-credibility source.
B) Mistrust and reject the message of a low-credibility source.
C) Revert to peripheral cues like "experts are to be trusted."
D) None of the above.

Accepted Answer

The answer of The elaboration likelihood model (ELM) demonstrates that...

Question 12

Although audiences are impressed with the reputation or credentials (ethos) of a speaker they know, they can change their minds either positively or negatively during the speech. This is called:
A) Initial ethos.
B) Terminal ethos.
C) Capricious ethos.
D) Derived ethos.

Accepted Answer

Derived ethos refers to the credibility a speaker gains or loses during the course of their speech, as opposed to initial ethos (credibility before the speech) or terminal ethos (credibility after the speech).

Question 13

A. H. Maslow constructed a "pyramid of needs" that he divided into deficit needs and being needs. Which of the following did he include in the being needs?
A) Air, food, water, and sex.
B) Shelter and order.
C) Shopping and consumer goods.
D) Self-actualization.

Accepted Answer

Maslow's hierarchy of needs is divided into deficit needs (physiological, safety, love/belonging, and esteem) and being needs (self-actualization). Self-actualization represents the highest level, where an individual realizes their potential, self-fulfillment, seeking personal growth, and peak experiences.

Question 14

A. H. Maslow called the first four levels of needs "instinctoid" needs because they were instinct-like. Which of the following belong there?
A) Esteem needs.
B) Belonging needs.
C) Safety needs.
D) Tribal needs.

Accepted Answer

Esteem needs, belonging needs, and safety needs are part of Maslow's hierarchy of needs, which he considered "instinctoid" because they are fundamental to human motivation. Tribal needs are not part of Maslow's hierarchy.

Question 15

The pyramid of needs exposed drives or basic needs that people must satisfy before they can move up to the next level. Persuaders exploit these needs to accomplish which of the following?
A) Sell products that promise sexual prowess.
B) Get votes using threat appeals.
C) Enlist members to join exclusive clubs.
D) None of the above.

Accepted Answer

Persuaders often exploit basic human needs, as outlined in Maslow's hierarchy of needs, to influence behavior. This can include selling products that promise to enhance sexual prowess (appealing to physiological and esteem needs), using threat appeals to secure votes (targeting safety needs), and enticing people to join exclusive clubs (appealing to belongingness and esteem needs).

Question 16

Vance Packard wrote about the hidden persuaders, which explained underlying needs and desires of consumers. He coined which phrase?
A) The Great Gatsby.
B) The rich and famous.
C) Conspicuous consumption.
D) Robber Barons.

Accepted Answer

Conspicuous consumption is the term associated with Vance Packard's discussions on consumer behaviors, particularly in his works on how advertising and societal influences drive the need to display wealth through the acquisition of goods and services.

Question 17

Milton Rokeach studied beliefs and divided them into four categories. Which one of these did he say was most resistant to change?
A) Shared beliefs.
B) Authority beliefs.
C) Primitive beliefs.
D) Sophisticated beliefs.

Accepted Answer

Milton Rokeach classified beliefs into several categories, among which primitive beliefs are considered the most resistant to change. These are fundamental beliefs that are often formed early in life and are deeply ingrained in an individual's worldview, making them less susceptible to alteration compared to other types of beliefs.

Question 18

Attitudes are important to persuasion because they are believed to do which one of the following?
A) Reflect parental training.
B) Predict behavior.
C) Occupy pollsters.
D) Generate song lyrics.

Accepted Answer

Attitudes are considered important in the context of persuasion because they have a predictive quality regarding an individual's behavior. This means that understanding or influencing someone's attitudes can give insights into or affect how they might act in certain situations.

Question 19

The mere exposure theory states that repeated exposure to an unfamiliar stimulus has the following effect:
A) A negative impact.
B) A positive impact.
C) A neutral impact.
D) An unpredictable impact.

Accepted Answer

The mere exposure theory suggests that repeated exposure to an unfamiliar stimulus tends to increase an individual's preference for that stimulus, leading to a positive impact.

Question 20

Cognitive dissonance theory addresses the need that individuals have to:
A) Explain contradictions they recognize in behavior and beliefs.
B) Experience consonance and harmony in life.
C) Develop strategies to deal with disturbing decisions or thoughts.
D) None of the above.

Accepted Answer

The answer of Cognitive dissonance theory addresses the need that...

Quiz 3: Audiences: Social Scientists Address Needs, Attitudes, and Beliefs

Audience demographics refer to which of the following?

Audience psychographics refers to which of the following?

The characteristics of a dyad in interpersonal communication are:

The characteristics of a small group that distinguishes it from a dyad are:

In Thomas Peters and Robert Waterman's book, In Search of Excellence, they found the vital reason for success in the best-run American companies to be:

Mass audiences have the following characteristics:

The Roman orator Cicero listed which of the following as knowledge that a speaker must possess to be successful?

During the 1950s communication research began to explore the philosophical questions in the laboratories of Yale University through the efforts of which social scientist?

One consistent finding in all communication theory and philosophy of communication is that the following is at the foundation of audience behavior:

Although credibility is composed of many factors, it can be defined simply as:

The elaboration likelihood model (ELM) demonstrates that when the receiver is unable to critically examine the message through elaboration, he or she is more likely to:

Although audiences are impressed with the reputation or credentials (ethos) of a speaker they know, they can change their minds either positively or negatively during the speech. This is called:

A. H. Maslow constructed a "pyramid of needs" that he divided into deficit needs and being needs. Which of the following did he include in the being needs?

A. H. Maslow called the first four levels of needs "instinctoid" needs because they were instinct-like. Which of the following belong there?

The pyramid of needs exposed drives or basic needs that people must satisfy before they can move up to the next level. Persuaders exploit these needs to accomplish which of the following?

Vance Packard wrote about the hidden persuaders, which explained underlying needs and desires of consumers. He coined which phrase?

Milton Rokeach studied beliefs and divided them into four categories. Which one of these did he say was most resistant to change?

Attitudes are important to persuasion because they are believed to do which one of the following?

The mere exposure theory states that repeated exposure to an unfamiliar stimulus has the following effect:

Cognitive dissonance theory addresses the need that individuals have to: