Attitudes and Persuasive Communications

Which attitude function is associated with a focus on particular social identities and lifestyles?

• Utilitarian

• Value-expressive

• Ego-defensive

• Knowledge

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 use

• experiential

• habitual

• low-involvement

• standard learning

The three components of the ABC Model are affect, beliefs, and cognition.

• TRUE

• FALSE

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

• identification

• compliance

• internalization

• commitment

All multiattribute attitude models specify the importance of attributes, beliefs, and ________.

• action variables

• motivations

• regency of events

• importance weights

A communicator's expertise, objectivity and trustworthiness refer to ________.

• corporate social responsibility

• ethics

• source credibility

• expert power

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?

• Consistency

• Authority

• Consensus

• Liking

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

• TRUE

• FALSE

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

• central

• peripheral

• dual

• subconscious

_______ refers to a strategy in which a message presents two or more specifically named or recognizably presented brands and evaluates them in terms of one or more specific attributes.

• Cognitive differentiation

• Emotional appeal

• Comparative advertising

• Conclusion advertising