Chapter 8: Attitudes and Persuasive Communication

________ is a lasting, general evaluation of people, objects, advertisements, or issues.

• An object

• A power

• An attitude

• An image

The ________ function of attitudes applies when a person is in an ambiguous situation and needs order, structure, or meaning.

• knowledge

• utilitarian

• value-expressive

• ego-defensive

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

• utilitarian function

• value-expressive function

• ego-defensive function

• knowledge function

A component of a hierarchy of effects is ________.

• non-experiential hierarchy

• standard learning hierarchy

• high involvement hierarchy

• all of the above

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

• internalization

• identification

• compliance

• actualization

Which of the following theories measures attitude toward the act of buying, rather than only the attitude toward the product itself?

• the theory of cognitive dissonance

• the theory of reasoned action

• the balance theory

• the theory of trying

________ is the first element in the traditional communications model.

• Source

• Media

• Receiver

• Noise

The two-factor theory explains the fine line between ________.

• argument and counter-argument

• familiarity and boredom

• compliance and non-compliance

• affect and cognition

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

• a fear appeal

• a rational appeal

• social marketing

• comparative marketing

A component of the ABC model of attitude is ________.

• behavior

• cognition

• affect

• all of the above