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Exam 8: Attitudes and Persuasive Communication

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Question 1

Multiple Choice

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The functional theory of attitudes was initially developed to explain how ________.

A) people identify with products
B) attitudes facilitate social behaviors
C) attitudes are learned from family and friends
D) attitudes change over an individual's lifetime

E) A) and B)
F) A) and C)

Correct Answer

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B

Question 2

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In general,when the source of a message is perceived as attractive,the message will be more effectively communicated.

A) True
B) False

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True

Question 3

Short Answer

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Explain the ego-defensive function.

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

Which attitude function is associated with a focus on particular social identities and lifestyles (e.g.,"What sort of man reads Playboy?") ?

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

The communications model requires a source and a message,but receivers of the message are not part of the model.

Rick Tuan has a unique problem.He must persuade a good friend to stop smoking.He knows that if he just says "Quit," his message will be rejected.Instead,Rick chooses to offer a ________ message in which he presents the positives and negatives of quitting smoking.He feels sure that his approach will have a greater likelihood of success with his friend.

Identify the elements of balance theory.Discuss possible interaction effects between unit relation and sentiment relation and how they can be applied to a marketing strategy.

In the standard learning hierarchy model,attitude is based on behavioral learning processes.

Balance theory helps explain why consumers like being linked to positively valued objects.

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?

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?

According to a major study of more than 1,000 commercials,the single most important factor in whether a commercial will be persuasive is whether the communication ________.

________ considers how people perceive relations among different attitude objects,and how they alter their attitudes to remain consistent.

According to the functional theory of attitudes,attitudes exist because they are hereditary.

The fine line between familiarity and boredom has been explained by the ________,which proposes that two separate psychological processes are operating when a person is repeatedly exposed to an ad.

Salient beliefs are a component of the Fishbein model.

Explain the elaboration likelihood model (ELM).

The two-factor theory suggests that there is no limit to the optimal number of repetitions for a message.