Question 1

Expert sources are more effective when the message is simple, but attractive sources are more effective when the message is complex.

Accepted Answer

A) True 
 B)False

Question 2

The central route to persuasion requires very little thinking.

Accepted Answer

A) True 
 B)False

Question 3

The information integration theory, which relies on averaging, implies that less is more.

Accepted Answer

A) True 
 B)False

Question 4

In the heuristic/systematic model of persuasion, if a person follows the heuristic route but then is not confident that their attitude is correct, they think more carefully using the systematic route.

Accepted Answer

A) True 
 B)False

Question 5

Which of the following statements about beliefs is false?

Accepted Answer

A)   Beliefs are evaluative judgments or ratings about product attributes and/or benefits.
B)   Beliefs can capture consumers' assessments about a specific relationship between a brand and an attribute or benefit.
C)   "Mary's eyes are very blue" is an example of a belief.
D)   Beliefs can entail assessments of likelihood or probability.
E)   Beliefs can serve as the basis for attitudes.F) C) and D)
G) A) and B)

Question 6

Mary is grocery shopping. She sees a display for a new type of garlic-flavored cracker with free samples of the product sitting on a stand. Interested in the product, Mary samples the cracker. She likes the garlicky taste and crunch. Mary is experiencing what type of product attribute?

Accepted Answer

A)   Consumption attributes
B)   Search attributes
C)   Credence attributes
D)   Experience attributes
E)   Information attributesF) A) and E)
G) A) and D)

Question 7

A _____ is a belief based on direct experience with a product.

Accepted Answer

A)   descriptive belief
B)   credence belief
C)   projection belief
D)   informational belief
E)   inferential beliefF) B) and D)
G) C) and E)

Question 8

Two-sided messages that discuss the pros and cons of an advertised product are most effective for knowledgeable consumers.

Accepted Answer

A) True 
 B)False

Question 9

Search attributes are attributes that can be judged or rated only by using a product.

Accepted Answer

A) True 
 B)False

Question 10

According to the theory of reasoned action, consumers use their attitudes and subjective norms to form purchase intentions.

Accepted Answer

A) True 
 B)False

Question 11

A reciprocal relationship exists between attitudes and behavior.

Accepted Answer

A) True 
 B)False

Question 12

Describe how a man's level of involvement with his car would affect how he is influenced by marketing stimuli.
Provide two strategic recommendations for a marketer trying to reach a segment of men who would be considered "low involvement" consumers in terms of their cars.

Accepted Answer

Involvement is defined as the perceived ...

Question 13

According to the elaboration likelihood model of persuasion, when will a celebrity endorser serve as a peripheral cue?

Accepted Answer

A)   When motivation to elaborate is low and ability to elaborate is low
B)   When motivation to elaborate is high but ability to elaborate is low
C)   When motivation to elaborate is low but ability to elaborate is high
D)   All of the above are correct.
E)   Never - a celebrity endorser can only be a central cueF) A) and B)
G) B) and C)

Question 14

Mark believes that the calculus class he is going to have to take next semester is going to be extremely difficult because all of his roommates have taken it and have told him that the class is very difficult. Mark has developed what type of belief?

Accepted Answer

A)   Descriptive belief
B)   Credence belief
C)   Projection belief
D)   Informational belief
E)   Inferential beliefF) A) and D)
G) A) and B)

Question 15

All attitudes have direction and extremity.

Accepted Answer

A) True 
 B)False

Question 16

Which of the following statements about attitudes is false?

Accepted Answer

A)   An attitude is an evaluative judgment.
B)   Attitudes have extremity (weak-strong)  and direction (positive-negative)  dimensions.
C)   Attitudes influence behavior; behavior does not influence attitudes.
D)   Attitudes include affective, cognitive, and behavioral components.
E)   Strong attitudes usually have high evaluative-cognitive consistency.F) A) and D)
G) A) and C)

Question 17

Consider the statements, "the majority is usually correct" and "you get what you pay for." These are examples of:

Accepted Answer

A)   inferential beliefs
B)   heuristics
C)   central route attitudes
D)   inferences
E)   subjective normsF) None of the above
G) B) and E)

Question 18

According to your featured reading on measuring attitudes and beliefs, what kind of question is the following? "I like spicy salsa."
Disagree 1 2 3 4 5 6 Agree

Accepted Answer

A)   Likert scale question measuring an attitude
B)   Likert scale question measuring a belief
C)   Open-ended question measuring an attitude
D)   Semantic differential question measuring a belief
E)   Semantic differential question measuring an attitudeF) A) and B)
G) A) and C)

Question 19

Which of the following statements about strategies for changing attitudes is false?

Accepted Answer

A)   The effectiveness of a source in persuasive communication should be attractive, regardless of the situation.
B)   Expert sources are more effective when the message is complex, but attractive sources are more effective when the message is simple.
C)   Emotional messages are useful when the consumer is unlikely to think carefully.
D)   Two-sided messages are more effective when consumers are knowledgeable.
E)   When the consumer is likely to think carefully about the message factual appeals are useful.F) A) and B)
G) None of the above

Question 20

Kelly cooks gourmet meals regularly. She really enjoys this form of relaxation so she is always interested in new cooking-related products. Kelly has:

Accepted Answer

A)   situational involvement
B)   fundamental involvement
C)   enduring involvement
D)   temporal involvement
E)   proximal involvementF) B) and D)
G) B) and C)

Exam 7: Persuasion: Attitudes and Judgment

Describe how a man's level of involvement with his car would affect how he is influenced by marketing stimuli. Provide two strategic recommendations for a marketer trying to reach a segment of men who would be considered "low involvement" consumers in terms of their cars.

Correct AnswerverifiedInvolvement is defined as the perceived ...View AnswerShow Answer

Which of the following statements about attitudes is false?

Correct AnswerverifiedShow Answer

According to the elaboration likelihood model of persuasion, when will a celebrity endorser serve as a peripheral cue?

Correct AnswerverifiedShow Answer

Two-sided messages that discuss the pros and cons of an advertised product are most effective for knowledgeable consumers.

Correct AnswerverifiedShow Answer

All attitudes have direction and extremity.

Correct AnswerverifiedShow Answer

A reciprocal relationship exists between attitudes and behavior.

Correct AnswerverifiedShow Answer

In the heuristic/systematic model of persuasion, if a person follows the heuristic route but then is not confident that their attitude is correct, they think more carefully using the systematic route.

Correct AnswerverifiedShow Answer

Expert sources are more effective when the message is simple, but attractive sources are more effective when the message is complex.

Correct AnswerverifiedShow Answer

Mary is grocery shopping. She sees a display for a new type of garlic-flavored cracker with free samples of the product sitting on a stand. Interested in the product, Mary samples the cracker. She likes the garlicky taste and crunch. Mary is experiencing what type of product attribute?

Correct AnswerverifiedShow Answer

According to your featured reading on measuring attitudes and beliefs, what kind of question is the following? "I like spicy salsa." Disagree 1 2 3 4 5 6 Agree

Correct AnswerverifiedShow Answer

Kelly cooks gourmet meals regularly. She really enjoys this form of relaxation so she is always interested in new cooking-related products. Kelly has:

Correct AnswerverifiedShow Answer

Search attributes are attributes that can be judged or rated only by using a product.

Correct AnswerverifiedShow Answer

According to the theory of reasoned action, consumers use their attitudes and subjective norms to form purchase intentions.

Correct AnswerverifiedShow Answer

The central route to persuasion requires very little thinking.

Correct AnswerverifiedShow Answer

Mark believes that the calculus class he is going to have to take next semester is going to be extremely difficult because all of his roommates have taken it and have told him that the class is very difficult. Mark has developed what type of belief?

Correct AnswerverifiedShow Answer

Which of the following statements about beliefs is false?

Correct AnswerverifiedShow Answer

The information integration theory, which relies on averaging, implies that less is more.

Correct AnswerverifiedShow Answer

Consider the statements, "the majority is usually correct" and "you get what you pay for." These are examples of:

Correct AnswerverifiedShow Answer

Which of the following statements about strategies for changing attitudes is false?

Correct AnswerverifiedShow Answer

A _____ is a belief based on direct experience with a product.

Correct AnswerverifiedShow Answer

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