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Exam 8: Attitudes and Persuasive Communication

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Question 21

True/False

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The psychological principle of reciprocity is at work when we take into account what others do before we decide what to do.

A) True
B) False

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Question 22

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Which of the following general attitude functions is most closely related to the basic principles of reward and punishment?

A) Utilitarian function
B) Value-expressive function
C) Ego-defensive function
D) Knowledge function

E) All of the above
F) B) and C)

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Question 23

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Despite improvements to the Fishbein model, all of the following are considered obstacles to predicting behavior using this model EXCEPT which one?

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

The traditional communication model that regards a broadcast message as perishable doesn't work as well with narrowcasting as it does with broadcasting.

The utilitarian function relates to the basic principles of reward and punishment.

Most messages merely present one or more positive attributes about a product or reasons to buy it. Which of the following best describes this approach to communicating a message?

Researchers agree that there are various levels of commitment to an attitude. The highest level of involvement is ________.

The balance theory perspective involves relations among three elements (a triad) . Which of the following is one of the elements of the triad?

Which statement best explains the research findings about using two-sided messages to communicate with consumers?

The Berry and Dale advertising agency has proposed a new campaign for Bayer aspirin to overcome the public's tendency to "tune out" Bayer commercials. The proposed technique involves creating ten different 15-second spots that all demonstrate reasons for using Bayer aspirin. Which theory of message communication is the agency trying to use for in its proposal for Bayer aspirin?

A politician attempts to gain support for her campaign for mayor by releasing a poll showing that almost 70 percent of the city's voters support her position on property taxes. What basic psychological principle is the politician using to persuade voters that she should be the next mayor?

Do sex-related ads work?

Physically attractive people are perceived as smarter, cooler, and happier than average people. These perceptions are a result of the ________.

The ________ hierarchy of effects assumes the consumer does not initially have a strong preference for one brand over another. Instead, a consumer acts on the basis of limited knowledge and then forms an evaluation only after the product has been purchased or used.

The Geico Gecko, Tony the Tiger and the Allstate Mayhem Man are examples of spokescharacters.

Double-Dip makes ice cream. The only advantage Double-Dip has over its competitors is taste. Double-Dip costs more and has more calories per unit weight. Promotions for Double-Dip should emphasize the experiential hierarchy of the ABC model of attitudes.

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

The source of a message has an impact on whether the message will be accepted or not. Two particularly important source characteristics are ________.

Describe each component of the ABC model.