chapter 7 batti tues

7/27/2019 Chapter 7 Batti Tues

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CHAPTER 8

ATTITUDE CHANGE AND INTERACTIVE COMMUNICATIONS

Multiple Choice

1. An active attempt to change attitudes is called:

a. behavior modification. b. persuasion.

c. communication.

d. retro-attitudes.

Answer !"# Di$$icult% !E# &'ct P'(e )*+

2. The central goal of many marketing communications is:

a. demand management. b. interactivity.

c. persuasion. d. cultural adaptation.

Answer !c# Di$$icult% !E# &'ct P'(e )*+

3. There are a variety of message forms whose goal is to get someone to change their

mind or comply with a reuest. !hich of the following message forms matches to the

statement "people are most likely to give if they receive#$ a. Authority.

b. %onsistency. c. %onsensus. d. &eciprocity.

Answer !,# Di$$icult% !M# &'ct 'n, Applic'tion P'(e )*+

'. The traditional way marketers and advertisers have tried to understand how marketing messages can change consumer(s attitudes was by thinking in terms of a)n*:

a. communications model.

b. advertising model.

c. demand management model. d. change model.

Answer !'# Di$$icult% !E# &'ct P'(e )**

+. !hich of the following specifies the number of elements that are necessary for

communication to be achieved# a. %ommunications model.

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b. Advertising model.

c. ,emand management model.

d. %hange model.

Answer !'# Di$$icult% !M# &'ct P'(e )**

. The element of a communications model where the message originates is the:

a. media.

b. source. c. receiver.

d. noise element.

Answer !"# Di$$icult% !E# &'ct P'(e )**- &i(ure 8./

. !hen /ally sees an ad in a newspaper about a particular product0 goes to the store0

reviews the actual product offer in the store0 reects the product0 and tells the sales-

person why she did not buy the product0 she is providing in the communications model established by the store.

a. noise b. a message

c. media forms

d. feedback

Answer !,# Di$$icult% !E# Applic'tion P'(e )**- &i(ure 8./

. !hich of the following elements of the traditional communication model has the taskof interpreting the messagein light of a person(s own e4periences#

a. 5edia.

b. /ource. c. &eceiver.

d. 6oise element.

Answer !c# Di$$icult% !M# &'ct P'(e )**- &i(ure 8./

7. 8ason 9redrick has found that his company(s sales message is much more targeted and

successful if he allows prospective customers to "opt out$ of listening to his preparedmessage if they are sincerely not interested in the message or the company(s product.

This new approach to communications and marketing is named:

a. relationship marketing. b. permission marketing.

c. reverse communication.

d. normed communication.

Answer !"# Di$$icult% !H# Applic'tion P'(e )*0

1. According to the interpretation of mass communication0 a

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consumer is little more than a "couch potato$ who simply is the receptacle for many

messages;and who is often duped or persuaded to act based on the information he or

she is "fed$ by the media. a. nstead of asking what media do for or to people0 they ask what people do with the media.

a. interactive theory

b. rewards and punishment theory

c. stimulus and response theory d. uses and gratifications theory

Answer !,# Di$$icult% !H# &'ct 'n, Applic'tion P'(e )*0

12. An advertising research agency studied 8onathan(s senior class in a small mid- western city and found that they relied on advertising for many gratifications0

including entertainment0 escapism0 play0 and self-affirmation. >f these research results

were true0 then it would appear that the was at work in

8onathan(s senior class. a. uses and gratifications theory

b. rewards and punishment theory

c. stimulus and response theory d. interactive theory

Answer !'# Di$$icult% !M# Applic'tion P'(e )*0

13. There are two basic ways consumers can provide feedback. !hich level of feedback

applies if a consumer receives a product offer from a catalog and then immediately

buys the product# a. first-order response

b. second-order response

c. delayed response d. disconnected response

Answer !'# Di$$icult% !E# &'ct 'n, Applic'tion P'(e )*12)*8

1'. According to ideas about feedback in consumer purchasing0 if a consumer listens to a

message from a telemarketer0 does not place an order0 asks uestions0 and reuests an

information packet for future consideration0 then the consumer has ust provided

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a)n* .

a. first-order response.

b. second-order response. c. delayed response.

d. disconnected response.

Answer !"# Di$$icult% !M# Applic'tion P'(e3 )*12)*8

1+. The source of a message has an impact on whether the message will be accepted ornot. Two particularly important source characteristics are:

a. culture and ethnicity.

b. credibility and attractiveness.

c. credibility and recency. d. attractiveness and recency.

Answer !"# Di$$icult% !M# &'ct P'(e )*8

1. refers to a source(s perceived e4pertise0 obectivity0 or

trustworthiness. a. /ource bias

b. /ource attractiveness

c. /ource credibility d. /ource effects

Answer !c# Di$$icult% !E# &'ct P'(e )*8

1. >f a famous computer hacker )after having served time for his crimes* is hired by

a company to make a series of ads discussing the dangers0 risks0 and fallout from

computer crimes0 the ads will probably be more closely watched by young computer "whi? kids$ because of:

a. source bias.

b. source attractiveness. c. source effects.

d. source credibility.

Answer !,# Di$$icult% !E# Applic'tion P'(e )*82)*4

1. @ven though 5r. !hipple is found to be obno4ious by many who watch his "lease

don(t suee?e the %harmin$ commercials0 5r. !hipple has been proven to be aneffective salesperson for %harmin because of the:

a. source bias effect.

b. ygmalion effect. c. sleeper effect.

d. idiots delight effect.

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Answer !c# Di$$icult% !M# Applic'tion P'(e )*4

17. !ord-of-mouth communication that is viewed as authentic and generated bycustomers is called:

a. knowledge bias.

b. reporting bias. c. bu??.

d. hype.

Answer !c# Di$$icult% !M# &'ct P'(e )05

2. refers to the source(s perceived social value.

a. /ource bias b. /ource attractiveness

c. /ource credibility

d. /ource effects

Answer !"# Di$$icult% !E# &'ct P'(e )0/

21. /ince 8amie is seen as a beautiful female0 many friends also perceive her to be

smarter0 cooler0 and happier. These assumptions illustrate:

a. the "halo effect.$ b. the "beauty$ factor.

c. cultural meanings.

d. the "sleeper effect.$

Answer !'# Di$$icult% !M# &'ct 'n, Applic'tion P'(e )06

22. The images of celebrities can be pretested to increase the probability of consumer acceptance. Bne widely-used techniue is called the "C rating.$ The "C$ stands

for which of the following#

a. Cuality b. Cuantity

c. Cuick recognition

d. Cuirky

Answer !'# Di$$icult% !E# &'ct 'n, Applic'tion P'(e )062)0+

23. /am and ,ave have decided that the best way to pitch their new dot.com company isto create a virtual model. The idea is not really new0 but it appears to be

successful for several name companies. The idea behind the character that /am and

,ave wish to create is it can move around inside cyberspace(s visual and graphicworld. !hich of the following terms is another name for a virtual model as described

above#

a. A virtuoid.

b. An avatar.

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c. A belini.

d. A /imonD.

Answer !"# Di$$icult% !H# Applic'tion 'n, &'ct P'(e )0*

2'. !hat makes a commercial message persuasive# The answer )according to a maor study* is that the single most important feature was:

a. whether the communications contained a brand-differentiating message.

b. whether the communications contained a se4ual symbol or suggestion. c. whether the communications contained price information.

d. whether the communications contained a special effect that attracted attention.

Answer !'# Di$$icult% !H# &'ct P'(e )00

2+. All of the following illustrate thepositive effectsof television

commercials @E%@T:

a. showing convenience of use. b. an actor playing the role of an ordinary person.

c. no principal character )i.e.0 more time is devoted to the product*. d. an outdoor setting.

Answer !,# Di$$icult% !H# &'ct 'n, Applic'tion P'(e )01- T'"le 8.)

2. 5essages can have positive and negative elements that affects television commercials

and commercial acceptability. !hich of the following effects would be viewed as

having a negative impact on commercials# a. ,emonstration of product in use.

b. >ndirect comparison to other products.

c. Fraphic displays. d. %osting background )i.e.0 people are incidental to message*.

Answer !c# Di$$icult% !H# &'ct 'n, Applic'tion P'(e )01- T'"le 8.)

2. %haracteristics of the message itself help to determine its impact on attitudes. All of

the following are issues that marketers are facing @E%@T:

a. should price be the prominent feature of any message# b. should the message be conveyed in words or pictures#

c. how often should the message be repeated#

d. should both sides of an argument be presented#

Answer !'# Di$$icult% !M# &'ct P'(e )01

2. 8ose 5ende? believes his company(s ad campaign for its new golf ball will be greatly

enhanced if it can show Tiger !oods or 8ulie >nkster not only hitting the golf ball but

discussing its merits. The campaign would also use company-supplied graphic charts

to demonstrate the ball(s superior driving-distance performance.


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to get them to sign on as spokespersons. !hich of the following advertising

communication techniues best describes what 5r. 5ende? is trying to achieve with

his proposed advertisingcampaign#

a. &epetition.

b. Gividness. c. Bne- Gersus Two-/ided Arguments.

d. ,rawing %onclusions.

Answer !"# Di$$icult% !M# Applic'tion P'(e )08

27. eople tend to like things that are more familiar to them0 even if they were not thatkeen initially. This fact is better known as the:

a. contempt theory.

b. vividness theory.

c. mere e4posure phenomenon. d. secondary e4posure phenomenon.

Answer !c# Di$$icult% !M# &'ct 'n, Applic'tion P'(e )08

3. The fine line between familiarity and boredom has been e4plained by the0 which proposes that two separate psychological processes

are operating when a person is repeatedly e4posed to an ad.

a. negative-positive theory

b. repetition theory c. halo theory

d. two-factor theory

Answer !,# Di$$icult% !M# &'ct P'(e )08

31. >t has been suggested that the way to overcome problems created in the two-factor theory of advertising wear-outis to:

a. increase the promotional budget.

b. limit the amount of e4posure per repetition )such as a 1+-second spot*.

c. use an outdoor and television combination. d. go for a visual message rather than a verbal message.

Answer !"# Di$$icult% !H# &'ct 'n, Applic'tion P'(e )082)04- &i(ure 8.+

32. The Herry and ,ale advertising agency has proposed a new campaign for Hayer

Aspirin to overcome the public(s tendency to "tune out$ Hayer commercials. Theproposed techniue will be to create 1 different 1+-second spots that all demonstrate

reasons for using Hayer Aspirin. !hich of the following theories of message

communication is the agency trying to account for in its proposal to Hayer

Aspirin#

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a. The trait-factor theory.

b. The balanced communication theory.

c. The two-factor theory. d. The dual communication theory of polarity.

Answer !c# Di$$icult% !M# Applic'tion P'(e )082)04- &i(ure 8.+

33. 5ost messages merely present one or more positive attributes about a product or

reasons to buy it. !hich of the following best describes this type of approach tocommunicate a message#

a. /upport arguments.

b. %ountervailing arguments.

c. Two-sided messages. d. ,irect arguments.

Answer !'# Di$$icult% !E# &'ct P'(e )04

3'. &ick Tuan has a uniue problem.


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Answer !'# Di$$icult% !E# Applic'tion P'(e )042)15

3. A two-sided strategy for message argument appears to be most effective when the

audience is:

a. price conscious. b. receiving most of their information from television.

c. brand loyal.

d. well educated.

Answer !,# Di$$icult% !M# &'ct P'(e )15

3. >t has not always been ethical or acceptable to use comparative advertising. This is why many firms used the famous "Hrand E$ in their advertising as a surrogate for an

actual competitor.


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a. their bias.

b. their aggressiveness.

c. their concentration on price. d. their lack of originality.

Answer !"# Di$$icult% !M# &'ct 'n, Applic'tion P'(e )1/

'2. ,o se4-related ads work# !hich of the following best answers this uestion#

a. They outperform all other appeal formats. b. Bverall0 the use of a strong se4ual appeal is not very well received.

c. There is no data to answer the uestion.

d. They are most effective when they attempt to "trick$ the consumer into paying

attention.

Answer !"# Di$$icult% !M# &'ct P'(e )16

'3. ,oes humor work in advertising# !hich of the following is the most appropriateanswer to this uestion#

a. >n general0 humor does not work because consumers laugh at the company or its product.

b.


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are placed in a close relationship such that "A is H.$

a. metaphor

b. allegory c. simile

d. comparison

Answer !'# Di$$icult% !M# &'ct P'(e )18

'. An ad for diet strawberry shortcake carries the copy "berried treasure$ so that ualities associated with buried treasure are associated with the product. This

uses a literary device called a)n*:

a. resonance.

b. simile. c. metaphor.

d. allegory.

Answer !'# Di$$icult% !H# &'ct 'n, Applic'tion P'(e )14

'. The assumes that once a consumer receives a message0 he or she begins to process it.

a. standard-learning model )/=5*

b. cognitive-learning model )%=5* c. e4pectancy-value model )@G5*

d. elaboration-likelihood model )@=5*

Answer !,# Di$$icult% !M# &'ct P'(e )8)

'7. The to persuasion is likely to involve the traditional hierarchy

of effects. a. central route

b. peripheral route

c. dual route d. systematic route

Answer !'# Di$$icult% !M# &'ct P'(e )8)- &i(ure 8.*

+. The to persuasion is taken when the person is not motivated to

really think about the arguments made in a communication message.

a. central route b. peripheral route

c. dual route

d. systematic route

Answer !"# Di$$icult% !M# &'ct P'(e )8)2)86- &i(ure 8.*

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True7&'lse

+1. ersuasion is an active attempt to change attitudes.

Answer !True# Di$$icult% !E# &'ct P'(e )*+

+2. ersuasion is the central goal of many marketing communications.

Answer !True# Di$$icult% !E# &'ct P'(e )*+

+3. The psychological principle that applies when we take into account what others do

before we decide what to do is called reciprocity.

Answer !&'lse# Di$$icult% !M# &'ct P'(e )*+

+'. The /mith %ompany uses after-sale interviews with its customers to e4amine how

well the customers were served by the sales force and service staff of the company. !hen the /mith %ompany follows this procedure0 the company is attempting to use

feedbackas a means to improve communications.

Answer !True# Di$$icult% !E# Applic'tion P'(e )**- &i(ure 8./

++. The traditional communications model presented in the te4t was strongly

influenced by what was known as the 9rankfurt /chool of theorists.

Answer !True# Di$$icult% !M# &'ct P'(e )*0

+. roponents of the uses and gratifications theoryargue that consumers constitute an

active0 goal-directed audience that draws on mass media as a resource to satisfy needs.

Answer !True# Di$$icult% !M# &'ct P'(e )*02)*1

+. 9or the most part0 the uses and gratification theoryis about the same idea

presented in the traditional communications model.

Answer !&'lse# Di$$icult% !M# &'ct P'(e )*02)*1

+. Today0 marketing must have an immediate result in the form of a purchase or the

marketing effort is labeled a failure.

Answer !&'lse# Di$$icult% !M# &'ct 'n, Applic'tion P'(e )*8

+7. Tyler has ust ordered a new television from an infomercial program he has been

watching. The product offer seemed like a good one to him. Hecause of his

immediate response0 he was able to get a twenty )2* percent discount. Tyler has ust

given a "first-order response$ as a form of feedback.

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Answer !True# Di$$icult% !E# Applic'tion P'(e )*8

. /ource credibility refers to a source(s perceived e4pertise0 obectivity0 or

trustworthiness.

Answer !True# Di$$icult% !E# &'ct P'(e )*8

1. Two of the most important source characteristics are credibility and attractiveness.

Answer !True# Di$$icult% !E# &'ct P'(e )*8

2. "lease don(t suee?e the %harmin0$ says 5r. !hipple. 5r. !hipple(s effectivenessis due in part to what is known as the spokesperson pressure effect.

Answer !&'lse# Di$$icult% !E# &'ct 'n, Applic'tion P'(e )*4

3.Profitabilityof a sale can be enhanced if the source(s ualifications are perceived as

somewhat relevant to the product being endorsed.

Answer !&'lse# Di$$icult% !E# &'ct P'(e )*4

'. Hu?? marketing is often dismissed as being inauthentic.

Answer !&'lse# Di$$icult% !M# &'ct P'(e )05

+. &o4anne is one of %anada(s top female models. Hecause of her beauty0 most of her

admirers also assume that she is intelligent0 wealthy0 and happy with her life. This

would be an e4ample of what is called the "social adaptation perspective.$

Answer !&'lse# Di$$icult% !M# Applic'tion P'(e )0)2)06

. A celebrity endorser(s image and that of the product he or she endorses should be

similar. This is known as the match-up hypothesis.

Answer !True# Di$$icult% !M# &'ct 'n, Applic'tion P'(e )06

. A maor study of over 10 commercials identified factors that appear to determine

whether or not a commercial will be persuasive. The single most important feature was whether the communications contained a brand-differentiating message.

Answer !True# Di$$icult% !M# &'ct 'n, Applic'tion P'(e )00

. Hased on research of the positive and negative effects of elements in television

commercials0 all of the following are areas that advertisers should

avoid )negative effects*: graphic displays0 an outdoor setting0 and using a large

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number of on-screen characters.

Answer !True# Di$$icult% !H# &'ct 'n, Applic'tion P'(e )01- T'"le 8.)

7. Vividnesse4plains the fine line between familiarity and boredom by proposing that

two separate psychological processes are operating when a person is repeatedlye4posed to an ad.

Answer !&'lse# Di$$icult% !M# &'ct P'(e )08

. !ith respect to how message arguments are made0 a two-sided argument tends to

more effective that a one-sided argument.

Answer !True# Di$$icult% !E# &'ct P'(e )042)15

1. Golvo admits in a television commercial that its automobile is costly and lacks

a great deal of stylishness. n the elaboration-likelihood model under conditions of high-involvement processing0

the consumer normally takes what is called the central route to persuasion.

Answer !True# Di$$icult% !M# &'ct P'(e )8)- &i(ure 8.*

Ess'% uestions

. =ist and briefly describe at least four psychological principles cited in the te4t that

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influence people to change their minds or comply with a reuest.

Answer

&eciprocity;people are more likely to give if they receive.

/carcity;items are more attractive if they are less available.

Authority;we believe an authoritative source much more readily. %onsistency;people try not to contradict themselves in terms of what they say

and do about an issue.

=iking;we tend to agree with those we like or admire.

%onsensus;we often take into account what others are doing before we decide

what to do.

Di$$icult% !M# &'ct 'n, Applic'tion P'(e )*+

. >dentify the maor elements of the traditional communications model. Five ane4ample of how the model might work with respect to transmitting communication

to a mass audience.

Answer

>n this model0 asourcemust choose and encode a message )i.e.0 initiate the transfer of

meaning by choosing appropriate symbolic images that represent that meaning*. This

meaning must be put in the form of a message. There are many ways to say somethingand the structure of the message has a big effect on how it is perceived. The message

must be transmittedvia a medium0 which could be television0 radio0 maga?ines0

billboards0 personal contact0 or even a matchbook cover. The messageis then decodedby one or more receivers)who interpret the symbols in light of their own e4periences*.

9inally0feedbackmust be received by the source0 which uses the reactions of receivers to

modify aspects of the message.

Instructor Note: Any suitable example can be used to illustrate this process including

the one mentioned in the chapter! If more explicit instructions are needed please give

them!

Di$$icult% !M# &'ct 'n, Applic'tion P'(e )**- &i(ure 8./

. @4plain uses and gratifications theory.

Answer

roponents of uses and gratifications theory argue that consumers are an active0 goal-directed audience that draws on mass media as a resource to satisfy needs. >n essence0

this theory says that instead of asking what media do for or to people0 it asks what people

do with the media.

The uses and gratifications approach emphasi?es that media compete with other sources

to satisfy needs0 and that these needs include diversion and entertainment as well asinformation.

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Di$$icult% !E# &'ct P'(e )*0

7. 9eedback is e4tremely important to an effective marketing communications effort.

,iscuss and illustrate the two basic types of feedback as discussed in the chapter.

Answer

)a* "irst-order response--,irect marketing vehicles0 such as catalogs and television

infomercials0 are interactive--if successful0 they result in an order0 which is mostdefinitely a response. Think of a product offer that directly yields a transaction as a first-

order response. >n addition to providing revenue0 sales data are a valuable source of

feedback that allow marketers to gauge the effectiveness of their communication efforts.

)b* #econd-order response--a marketing communication does not have to immediatelyresult in a purchase to be an important component of interactive marketing. 5essages

can prompt useful responses from customers0 even though these recipients do not

necessarily place an order immediately after being e4posed to the communication.

%ustomer feedback in response to a marketing message that is not in the form of atransaction is a second-order response.

A second-order response may take the form of a reuest for more information about aproduct0 service0 or organi?ation.

Di$$icult% !M# &'ct 'n, Applic'tion P'(e )*12)*8

. Bne of the key characteristics of a source )which can ma4imi?e attitude change* is

credibility. !hat issource credibilityand how can it affect attitude change#

Answer

#ource credibilityrefers to the spokespersonJs )or announcerJs* perceived e4pertise0

obectivity0 or trustworthiness.

A credible source can be particularly persuasive when the consumer has not yet learned

much about a product nor formed an opinion about it.

%redibility can be enhanced if the sourceJs own ualifications are relevant to the product

being endorsed.

%redibility can be weakened if the source is perceived to be biased in presenting

information0 either because the sourceJs knowledge is not accurate )knowledge bias* or

the source is perceived to have the reuisite knowledge but his or her willingness toconvey it has been compromised )reporting bias*K for e4ample0 getting money for saying

good things about a marketerJs product compromises believability.

Di$$icult% !M# &'ct P'(e )*82)05

1.


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Answer

The e4planation for the sleeper effect )and whether it really e4ists* is debated.

/peculative e4planations include:

$issociative cue hypothesis- This hypothesis proposed that over time consumers

simply forget the association between product information and theunattractive

source. The message remains on its own in memory0 causing the delayed attitude

change termed the sleeper effect.

The availability-valence hypothesis- 5ore recently0 this hypothesis proposed

that consumers make memory connections with the product information but not

with the unattractive source0 emphasi?ing the selectivity of memoryowing to limited capacity. %onsistent with this view0 the sleeper effect is

obtained only when the message was encoded elaborativelyK in memory0 it

had stronger associations than the source.

Di$$icult% !H# &'ct P'(e )*4

2. %ompare hype versus bu?? as a corporate parado4.

Answer

Hu?? is word of mouth that is viewed as authentic and generated by customers.


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copy. Thus0 even though we may have positive feelings towards the ad0 these feelings

may not lead to good purchase intentions.

The effectiveness of highly attractive spokespeople appears to be largely limited to those

situations where the advertised product is overtly related to attractiveness or se4uality.

9or e4ample0 attractiveness of the spokesperson may affect attitudes towards perfumes)where attractiveness is relevant* but not towards coffee ads )where attractiveness is not

relevant*.

Di$$icult% !M# &'ct 'n, Applic'tion P'(e )0/2)06

'. ,iscuss one- versus two-sided arguments and give an illustration of each.

Answer

5ost messages merely present one or more positive attributes about the product or

reasons to buy it. These are known assupportive arguments %one-sided arguments&! An

alternative is to use a two-sided message0 in which both positive and negative informationis presented. &esearch has indicated that two-sided ads can be uite effective0 yet they

are not widely used. Nnder the right circumstances0 the use of refutational arguments0 inwhich a negative issue is raised and then dismissed0 can be uite effective. This approach

can increase source credibility by reducing reporting bias. Also0 most people who are

skeptical about the product may be more receptive to a balanced argument instead of a"whitewash.$

A two-sided strategy appears to be most effective when the audience is well educated

)and presumably more impressed by a balanced argument*. >t is also best to use whenreceivers are not already loyal to the productK "preaching to the converted$ about possible

drawbacks may raise doubts unnecessarily.

Di$$icult% !M# &'ct 'n, Applic'tion P'(e )042)15

+. %ompare and contrast the uses of emotional appeals0 such as se40 humor0 and fear inadvertising. !hat are the strengths and weaknesses of each#

Answer

)a* /e4 appeals - Although the use of se4 does appear to draw attention to an ad0 its usemay be counterproductive to the marketer. A provocative picture can be too effective0

attracting so much attention that it hinders processing and recall of the adJs contents.

9emale nudity in print ads generates negative feelings and tension among femaleconsumers0 while menJs reactions are more positive. /e4ual appeals appear to be

ineffective when used merely as a LtrickL to grab attention. They do0 however0 appear to

work when the product itself is se4ually related0 e.g.0 perfume0 a product intended toenhance interpersonal attraction.

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)b*

chapter 7 batti tues

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