Question 1

According to the elaboration likelihood model, marketers of a low-involvement product must first change attitudes before customers are likely to purchase their product.

Accepted Answer

According to the elaboration likelihood model, customers are more likely to rely on peripheral cues (such as price or packaging) rather than actively processing information when making decisions about low-involvement products. Therefore, marketers can focus on these peripheral cues rather than trying to change attitudes.

Question 2

Since Janie is seen as a beautiful female, many friends also perceive her to be smarter, cooler, and happier. These assumptions illustrate ________.
A) the "halo effect"
B) the "beauty" factor
C) cultural meanings
D) the "sleeper effect"

Accepted Answer

The assumptions made by Janie's friends based solely on her physical beauty illustrate the "halo effect." This is a cognitive bias where positive attributes are assigned to a person based on one positive trait, in this case, Janie's attractiveness.

Question 3

Humorous ads receive attention, but many times the humor distracts from the promotional message.

Accepted Answer

Humor can be a double-edged sword in advertising. While it may grab the viewer's attention, it can also be so distracting that the key promotional message is overlooked or forgotten.

Question 4

Explain the elaboration likelihood model (ELM).

Accepted Answer

The answer of Explain the elaboration likelihood model (ELM)....

Question 5

Explain the term "persuasion."

Accepted Answer

The answer of Explain the term "persuasion."...

Question 6

The ________ route to persuasion is taken when the receiver is not really motivated to think about the arguments made in a communication message.
A) central
B) peripheral
C) dual
D) subconscious

Accepted Answer

The peripheral route to persuasion is taken when the receiver is not really motivated to think about the arguments made in a communication message. This route relies on cues such as the source of the message, the attractiveness of the speaker, or the emotional appeal of the message to influence persuasion rather than logical arguments.

Question 7

Emphasizing the negative consequences that may occur unless a consumer changes behavior is called ________.
A) a fear appeal
B) a rational appeal
C) social marketing
D) comparative marketing

Accepted Answer

Emphasizing the negative consequences that may occur unless a consumer changes behavior is called a fear appeal.

Question 8

Justin is in charge of promoting a product that most customers perceive as a low-involvement product. He created a TV ad and aired it repeatedly. His colleague Beth questioned his strategy, saying that the repetition would create a negative reaction to the product. According to the mere exposure phenomenon, Beth is likely to be proven wrong.

Accepted Answer

The mere exposure phenomenon suggests that repeated exposure to a stimulus (in this case, the TV ad) can lead to increased liking and preference for that stimulus, even if it is a low-involvement product. Therefore, Justin's strategy may actually be effective and Beth's concern may not be valid.

Question 9

A story about an abstract trait or concept that advertisers tell in context of a person, animal, vegetable, or object is called a metaphor.

Accepted Answer

The answer of A story about an abstract trait or...

Question 10

A company wants to persuade a customer to buy its products. If the consumer has a high degree of involvement with products that are sold by the company, what route to persuasion will the company most likely take?
A) A parallel route
B) A peripheral route
C) A circular route
D) A central route

Accepted Answer

When a consumer has a high degree of involvement with a product, the company is likely to take the central route to persuasion. This involves presenting detailed information about the product such as its features, benefits, and advantages to appeal to the audience's logic and cognitive processes. This type of persuasion is more effective for products that are considered important or have a significant impact on the consumer's life.

Question 11

An anti-smoking campaign that showed autopsies of people who died of lung cancer had no effect on the rate that teenagers took up smoking. Why do you think the campaign was ineffective?

Accepted Answer

The answer of An anti-smoking campaign that showed autopsies of...

Question 12

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

Accepted Answer

The answer of Compare and contrast the uses of the...

Quiz 8: Attitudes and Persuasive Communication

According to the elaboration likelihood model, marketers of a low-involvement product must first change attitudes before customers are likely to purchase their product.

Since Janie is seen as a beautiful female, many friends also perceive her to be smarter, cooler, and happier. These assumptions illustrate ________.

Humorous ads receive attention, but many times the humor distracts from the promotional message.

Explain the elaboration likelihood model (ELM).

Explain the term "persuasion."

The ________ route to persuasion is taken when the receiver is not really motivated to think about the arguments made in a communication message.

Emphasizing the negative consequences that may occur unless a consumer changes behavior is called ________.

A story about an abstract trait or concept that advertisers tell in context of a person, animal, vegetable, or object is called a metaphor.

A company wants to persuade a customer to buy its products. If the consumer has a high degree of involvement with products that are sold by the company, what route to persuasion will the company most likely take?

An anti-smoking campaign that showed autopsies of people who died of lung cancer had no effect on the rate that teenagers took up smoking. Why do you think the campaign was ineffective?

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