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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: (b) Difficulty: (E) Fact Page: 254

2. The central goal of many marketing communications is:

a. demand management.

b. interactivity.

c. persuasion.

d. cultural adaptation.

Answer: (c) Difficulty: (E) Fact Page: 254

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

mind or comply with a request. Which of the following message forms matches to the statement “people are most likely to give if they receive?”

a. Authority.

b. Consistency.

c. Consensus.

d. Reciprocity.

Answer: (d) Difficulty: (M) Fact and Application Page: 254

4. The traditional way marketers and advertisers have tried to understand how marketing

messages can change consumer’s a ttitudes was by thinking in terms of a(n):

a. communications model.

b. advertising model.

c. demand management model.

d. change model.

Answer: (a) Difficulty: (E) Fact Page: 255

5. Which of the following specifies the number of elements that are necessary for

communication to be achieved?

a. Communications model.

b. Advertising model.

c. Demand management model.

d. Change model.

Answer: (a) Difficulty: (M) Fact Page: 255

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

a. media.

b. source.

c. receiver.

d. noise element.

Answer: (b) Difficulty: (E) Fact Page: 255, Figure 8.1

7. When Sally sees an ad in a newspaper about a particular product, goes to the store,

reviews the actual product offer in the store, rejects the product, and tells the sales-

person why she did not buy the product, she is providing _______________ in the

communications model established by the store.

a. noise

b. a message

c. media forms

d. feedback

Answer: (d) Difficulty: (E) Application Page: 255, Figure 8.1

8. Which of the following elements of the traditional communication model has the task of interpreting the message in light of a person’s own experiences?

a. Media.

b. Source.

c. Receiver.

d. Noise element.

Answer: (c) Difficulty: (M) Fact Page: 255, Figure 8.1

9. Jason Fredrick has found that his compa ny’s sales message is much more targeted and

successful if he allows prospective customers to “opt out” of listening to his prepared message 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: (b) Difficulty: (H) Application Page: 256

10. According to the ___________________ interpretation of mass communication, a

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 med ia.

a. Harvard School’s

b. Chicago School’s

c. Frankfurt School’s

d. London School’s

Answer: (c) Difficulty: (H) Fact and Application Page: 256

11. According to those who believe in the _______________________, consumers

constitute an active, goal-directed audience that draws on mass media as a resource

to satisfy needs. Instead of asking what media do for or to people, 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: (d) Difficulty: (H) Fact and Application Page: 256

12. An advertising research agency studied Jonathan’s senior class in a small mid-

western city and found that they relied on advertising for many gratifications,

including entertainment, escapism, play, and self-affirmation. If these research results were true, then it would appear that the __________________ was at work in Jonathan’s senior class.

a. uses and gratifications theory

b. rewards and punishment theory

c. stimulus and response theory

d. interactive theory

Answer: (a) Difficulty: (M) Application Page: 256

13. There are two basic ways consumers can provide feedback. Which 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: (a) Difficulty: (E) Fact and Application Page: 257-258

14. According to ideas about feedback in consumer purchasing, if a consumer listens to a message from a telemarketer, does not place an order, asks questions, and requests an information packet for future consideration, then the consumer has just provided

a(n) _______________________.

a. first-order response.

b. second-order response.

c. delayed response.

d. disconnected respons

e.

Answer: (b) Difficulty: (M) Application Page; 257-258

15. The source of a message has an impact on whether the message will be accepted or not. Two particularly important source characteristics are:

a. culture and ethnicity.

b. credibility and attractiveness.

c. credibility and recency.

d. attractiveness and recency.

Answer: (b) Difficulty: (M) Fact Page: 258

16. _________________ refers to a source’s perceived expertise, objectivity, or

trustworthiness.

a. Source bias

b. Source attractiveness

c. Source credibility

d. Source effects

Answer: (c) Difficulty: (E) Fact Page: 258

17. If a famous computer hacker (after having served time for his crimes) is hired by

a company to make a series of ads discussing the dangers, risks, and fallout from

computer crimes, the ads will probably be more closely watched by young computer “whiz kids” because of:

a. source bias.

b. source attractiveness.

c. source effects.

d. source credibility.

Answer: (d) Difficulty: (E) Application Page: 258-259

18. Even though Mr. Whipple is found to be obnoxious by many who watch his “Please

don’t squeeze the Charmin” commercials, Mr. Whipple has been proven to be an

effective salesperson for Charmin because of the:

a. source bias effect.

b. Pygmalion effect.

c. sleeper effect.

d. idiots delight effect.

Answer: (c) Difficulty: (M) Application Page: 259

19. Word-of-mouth communication that is viewed as authentic and generated by

customers is called:

a. knowledge bias.

b. reporting bias.

c. buzz.

d. hyp

e.

Answer: (c) Difficulty: (M) Fact Page: 260

20. ___________________ refers to the source’s perceived social value.

a. Source bias

b. Source attractiveness

c. Source credibility

d. Source effects

Answer: (b) Difficulty: (E) Fact Page: 261

21. Since Jamie is seen as a beautiful female, many friends also perceive her to be

smarter, cooler, and happier. These assumptions illustrate:

a. the “halo effect.”

b. the “beauty” factor.

c. cultural meanings.

d. the “sleeper effect.”

Answer: (a) Difficulty: (M) Fact and Application Page: 263

22. The images of celebrities can be pretested to increase the probability of consumer

acceptance. One widely-used technique is called the “Q rating.” The “Q” stands

for which of the following?

a. Quality

b. Quantity

c. Quick recognition

d. Quirky

Answer: (a) Difficulty: (E) Fact and Application Page: 263-264

23. Sam and Dave have decided that the best way to pitch their new https://www.sodocs.net/doc/4a5081366.html, company is to create a virtual model. The idea is not really new, but it appears to be

successful for several name companies. The idea behind the character that Sam and Dave wish to create is it can move around inside cyberspace’s visual and graphic

world. Which of the following terms is another name for a virtual model as described above?

a. A virtuoid.

b. An avatar.

c. A belini.

d. A Simonè.

Answer: (b) Difficulty: (H) Application and Fact Page: 265

24. What makes a commercial message persuasive? The answer (according to a major

study) is that the single most important feature was:

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

b. whether the communications contained a sexual symbol or suggestion.

c. whether the communications contained price information.

d. whether the communications contained a special effect that attracted attention. Answer: (a) Difficulty: (H) Fact Page: 266

25. All of the following illustrate the positive effects of television

commercials EXCEPT:

a. showing convenience of use.

b. an actor playing the role of an ordinary person.

c. no principal character (i.e., more time is devoted to the product).

d. an outdoor setting.

Answer: (d) Difficulty: (H) Fact and Application Page: 267, Table 8.2

26. Messages can have positive and negative elements that affects television commercials and commercial acceptability. Which of the following effects would be viewed as

having a negative impact on commercials?

a. Demonstration of product in use.

b. Indirect comparison to other products.

c. Graphic displays.

d. Costing background (i.

e., people are incidental to message).

Answer: (c) Difficulty: (H) Fact and Application Page: 267, Table 8.2

27. Characteristics of the message itself help to determine its impact on attitudes. All of

the following are issues that marketers are facing EXCEPT:

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: (a) Difficulty: (M) Fact Page: 267

28. Jose Mendez believes his company’s ad campaign for its new golf ball will be greatly

enhanced if it can show Tiger Woods or Julie Inkster 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. His big task now is

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

communication techniques best describes what Mr. Mendez is trying to achieve with his proposed advertising

campaign?

a. Repetition.

b. Vividness.

c. One- Versus Two-Sided Arguments.

d. Drawing Conclusions.

Answer: (b) Difficulty: (M) Application Page: 268

29. People tend to like things that are more familiar to them, even if they were not that keen initially. This fact is better known as the:

a. contempt theory.

b. vividness theory.

c. mere exposure phenomenon.

d. secondary exposure phenomenon.

Answer: (c) Difficulty: (M) Fact and Application Page: 268

30. 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.

a. negative-positive theory

b. repetition theory

c. halo theory

d. two-factor theory

Answer: (d) Difficulty: (M) Fact Page: 268

31. It has been suggested that the way to overcome problems created in the

two-factor theory of advertising wear-out is to:

a. increase the promotional budget.

b. limit the amount of exposure per repetition (such as a 15-second spot).

c. use an outdoor and television combination.

d. go for a visual message rather than a verbal messag

e.

Answer: (b) Difficulty: (H) Fact and Application Page: 268-269, Figure 8.4 32. The Berry and Dale advertising agency has proposed a new campaign for Bayer

As pirin to overcome the public’s tendency to “tune out” Bayer commercials. The

proposed technique will be to create 10 different 15-second spots that all demonstrate reasons for using Bayer Aspirin. Which of the following theories of message

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

Aspirin?

a. The trait-factor theory.

b. The balanced communication theory.

c. The two-factor theory.

d. The dual communication theory of polarity.

Answer: (c) Difficulty: (M) Application Page: 268-269, Figure 8.4

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

reasons to buy it. Which of the following best describes this type of approach to

communicate a message?

a. Support arguments.

b. Countervailing arguments.

c. Two-sided messages.

d. Direct arguments.

Answer: (a) Difficulty: (E) Fact Page: 269

34. 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 _____________ where he presents the positive and negatives of

quitting smoking. He feels sure that this approach will have a greater likelihood of success.

a. a supportive message

b. a parallel message

c. a two-sided message

d. a sink-or-swim message

Answer: (c) Difficulty: (M) Application Page: 269

35. Because of increased source credibility, which of the following argument forms is considered to be the most effective?

a. A two-sided argument.

b. A one-sided argument.

c. A supportive argument.

d. A negative argument.

Answer: (a) Difficulty: (E) Fact Page: 269

36. If a car advertiser says their cars are the most expensive

within the model class and are not known for their styling, but they have the best

safety and quality record of any cars within the model class, the advertiser is using which of the following argument forms?

a. A two-sided argument.

b. A one-sided argument.

c. A supportive argument.

d. A negative argument.

Answer: (a) Difficulty: (E) Application Page: 269-270

37. 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: (d) Difficulty: (M) Fact Page: 270

38. It has not always been ethical or acceptable to use comparative advertising. This is

why many firms used the famous “Brand X” in their advertising as a surrogate for an actual competitor. However, this all changed in _________ when the FTC issued guidelines that encouraged advertisers to name competing brands in their ads.

a. 1955

b. 1966

c. 1971

d. 1983

Answer: (c) Difficulty: (H) Fact and Application Page: 271

39. ____________________ refers to a strategy in which a message compares two or more specifically-named or recognizably-presented brands and compares

them in terms of one or more specific attributes.

a. Cognitive differentiation

b. Emotional appeals

c. Comparative advertising

d. Conclusion advertising

Answer: (c) Difficulty: (E) Fact Page: 271

40. When Bristol-Myers states that “New Liquid Vanish really does clean tough rust

stains below the water line better than Lysol,” it i s using which of the following

strategies?

a. Cognitive differentiation.

b. Emotional appeal.

c. Comparative advertising.

d. Conclusion advertising.

Answer: (c) Difficulty: (M) Fact and Application Page: 271

41. Comparative ads seem to work well for new products that are trying to build a clear image by positioning themselves vis-à-vis dominant brands in the marketplace.

However, consumers might not like these ads because of:

a. their bias.

b. their aggressiveness.

c. their concentration on price.

d. their lack of originality.

Answer: (b) Difficulty: (M) Fact and Application Page: 271

42. Do sex-related ads work? Which of the following best answers this question?

a. They outperform all other appeal formats.

b. Overall, the use of a strong sexual appeal is not very well received.

c. There is no data to answer the question.

d. They are most effective when they attempt to “trick” the consumer into payi ng

attention.

Answer: (b) Difficulty: (M) Fact Page: 273

43. Does humor work in advertising? Which of the following is the most appropriate answer to this question?

a. In general, humor does not work because consumers laugh at the company or its product.

b. Humor always works in advertising because consumers love to laugh.

c. Humor is more likely to be effective when the brand is clearly identified and the

funny material does not “swamp” the m essage.

d. Humor works only if it is casual and below the surface (subliminal).

Answer: (c) Difficulty: (M) Fact and Application Page: 275

44. __________ emphasize the negative consequences that can occur unless the

consumer changes a behavior or an attitude.

a. Metaphor appeals

b. Rational appeals

c. Sex appeals

d. Fear appeals

Answer: (d) Difficulty: (E) Fact Page: 276

45. Many ads take the form of a(n) ________________ where a story is told about an abstract trait or concept performed by a person, animal, or vegetable.

a. metaphor

b. allegory

c. synonym

d. comparison

Answer: (b) Difficulty: (M) Fact Page: 278

46. Many ads take the form of a(n) ___________________ where two dissimilar objects

are placed in a close relationship such that “A is B.”

a. metaphor

b. allegory

c. simile

d. comparison

Answer: (a) Difficulty: (M) Fact Page: 278

47. An ad for diet strawberry shortcake carries the copy “berried treasure” so

that qualities 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: (a) Difficulty: (H) Fact and Application Page: 279

48. The ___________________ assumes that once a consumer receives a message, he or she begins to process it.

a. standard-learning model (SLM)

b. cognitive-learning model (CLM)

c. expectancy-value model (EVM)

d. elaboration-likelihood model (ELM)

Answer: (d) Difficulty: (M) Fact Page: 282

49. 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: (a) Difficulty: (M) Fact Page: 282, Figure 8.5

50. 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: (b) Difficulty: (M) Fact Page: 282-283, Figure 8.5

True/False

51. Persuasion is an active attempt to change attitudes.

Answer: (True) Difficulty: (E) Fact Page: 254

52. Persuasion is the central goal of many marketing communications.

Answer: (True) Difficulty: (E) Fact Page: 254

53. The psychological principle that applies when we take into account what others do before we decide what to do is called reciprocity.

Answer: (False) Difficulty: (M) Fact Page: 254

54. The Smith Company uses after-sale interviews with its customers to examine how

well the customers were served by the sales force and service staff of the company.

When the Smith Company follows this procedure, the company is attempting to use feedback as a means to improve communications.

Answer: (True) Difficulty: (E) Application Page: 255, Figure 8.1

55. The traditional communications model presented in the text was strongly

influenced by what was known as the Frankfurt School of theorists.

Answer: (True) Difficulty: (M) Fact Page: 256

56. Proponents of the uses and gratifications theory argue that consumers constitute an active, goal-directed audience that draws on mass media as a resource to satisfy needs. Answer: (True) Difficulty: (M) Fact Page: 256-257

57. For the most part, the uses and gratification theory is about the same idea

presented in the traditional communications model.

Answer: (False) Difficulty: (M) Fact Page: 256-257

58. Today, marketing must have an immediate result in the form of a purchase or the

marketing effort is labeled a failure.

Answer: (False) Difficulty: (M) Fact and Application Page: 258

59. Tyler has just ordered a new television from an infomercial program he has been

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

immediate response, he was able to get a twenty (20) percent discount. Tyler has just given a “first-order response” as a form of feedback.

Answer: (True) Difficulty: (E) Application Page: 258

60. Source credibility refers to a s ource’s perceived expertise, objectivity, or

trustworthiness.

Answer: (True) Difficulty: (E) Fact Page: 258

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

Answer: (True) Difficulty: (E) Fact Page: 258

62. “Please don’t squeeze the Charmin,” says Mr. Whipple. Mr. Whipple’s effectiveness is due in part to what is known as the spokesperson pressure effect.

Answer: (False) Difficulty: (E) Fact and Application Page: 259

63. Profitability of a sale can be enhanced if the source’s qualifications are perceived as somewhat relevant to the product being endorsed.

Answer: (False) Difficulty: (E) Fact Page: 259

64. Buzz marketing is often dismissed as being inauthentic.

Answer: (False) Difficulty: (M) Fact Page: 260

65. Roxanne is one of Canada’s top female models. Because of her beauty, most of her admirers also assume that she is intelligent, wealthy, and happy with her life. This would be an exam ple of what is called the “social adaptation perspective.”

Answer: (False) Difficulty: (M) Application Page: 262-263

66. 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) Difficulty: (M) Fact and Application Page: 263

67. A major study of over 1,000 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) Difficulty: (M) Fact and Application Page: 266

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

commercials, all of the following are areas that advertisers should

avoid (negative effects): graphic displays, an outdoor setting, and using a large

number of on-screen characters.

Answer: (True) Difficulty: (H) Fact and Application Page: 267, Table 8.2

69. Vividness explains the fine line between familiarity and boredom by proposing that two separate psychological processes are operating when a person is repeatedly

exposed to an ad.

Answer: (False) Difficulty: (M) Fact Page: 268

70. With respect to how message arguments are made, a two-sided argument tends to

more effective that a one-sided argument.

Answer: (True) Difficulty: (E) Fact Page: 269-270

71. Volvo admits in a television commercial that its automobile is costly and lacks

a great deal of stylishness. However, Volvo also points out that it has the best safety record on the road and takes special care to ensure that small children ride well and

safely in their cars. Volvo is making a two-sided argument with this type of message. Answer: (True) Difficulty: (E) Application Page: 269-270

72. Does sex sell? The general conclusion is that the use of a strong sex appeal is well

received and, therefore, is used with i ncreasing frequency in today’s commercials. Answer: (False) Difficulty: (E) Fact Page: 273

73. As used in advertising, the technique of using a metaphor is like saying “A is like B.”Answer: (False) Difficulty: (H) Fact Page: 278

74. The elaboration-likelihood model assumes that once a consumer receives a message

he or she will delay processing the information until a “trigger” brings the information to the surface of the person’s cognitive realm.

Answer: (False) Difficulty: (H) Fact and Application Page: 282

75. In the elaboration-likelihood model under conditions of high-involvement processing, the consumer normally takes what is called the central route to persuasion. Answer: (True) Difficulty: (M) Fact Page: 282, Figure 8.5

Essay Questions

76. List and briefly describe at least four psychological principles cited in the text that

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

Answer:

?Reciprocity—people are more likely to give if they receive.

?Scarcity—items are more attractive if they are less available.

?Authority—we believe an authoritative source much more readily.

?Consistency—people try not to contradict themselves in terms of what they say and do about an issue.

?Liking—we tend to agree with those we like or admire.

?Consensus—we often take into account what others are doing before we decide what to do.

Difficulty: (M) Fact and Application Page: 254

77. Identify the major elements of the traditional communications model. Give an

example of how the model might work with respect to transmitting communication to a mass audience.

Answer:

In this model, a source must choose and encode a message (i.e., 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 something and the structure of the message has a big effect on how it is perceived. The message must be transmitted via a medium, which could be television, radio, magazines, billboards, personal contact, or even a matchbook cover. The message is then decoded by one or more receivers (who interpret the symbols in light of their own experiences). Finally, feedback must be received by the source, 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.

Difficulty: (M) Fact and Application Page: 255, Figure 8.1

78. Explain uses and gratifications theory.

Answer:

Proponents of uses and gratifications theory argue that consumers are an active, goal- directed audience that draws on mass media as a resource to satisfy needs. In essence, this theory says that instead of asking what media do for or to people, it asks what people do with the media.

The uses and gratifications approach emphasizes that media compete with other sources to satisfy needs, and that these needs include diversion and entertainment as well as information.

Difficulty: (E) Fact Page: 256

79. Feedback is extremely important to an effective marketing communications effort. Discuss and illustrate the two basic types of feedback as discussed in the chapter. Answer:

(a) First-order response--Direct marketing vehicles, such as catalogs and television infomercials, are interactive--if successful, they result in an order, which is most definitely a response. Think of a product offer that directly yields a transaction as a first-order response. In addition to providing revenue, sales data are a valuable source of feedback that allow marketers to gauge the effectiveness of their communication efforts.

(b) Second-order response--a marketing communication does not have to immediately result in a purchase to be an important component of interactive marketing. Messages can prompt useful responses from customers, even though these recipients do not necessarily place an order immediately after being exposed to the communication. Customer feedback in response to a marketing message that is not in the form of a transaction is a second-order response.

A second-order response may take the form of a request for more information about a product, service, or organization.

Difficulty: (M) Fact and Application Page: 257-258

80. One of the key characteristics of a source (which can maximize attitude change) is credibility. What is source credibility and how can it affect attitude change? Answer:

Source credibility refers to the spokesperson's (or announcer's) perceived expertise, objectivity, 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.

Credibility can be enhanced if the source's own qualifications are relevant to the product being endorsed.

Credibility can be weakened if the source is perceived to be biased in presenting information, either because the source's knowledge is not accurate (knowledge bias) or the source is perceived to have the requisite knowledge but his or her willingness to convey it has been compromised (reporting bias); for example, getting money for saying good things about a marketer's product compromises believability.

Difficulty: (M) Fact Page: 258-260

81. How do researchers explain the "sleeper effect"?

Answer:

The explanation for the sleeper effect (and whether it really exists) is debated. Speculative explanations include:

Dissociative cue hypothesis - This hypothesis proposed that over time consumers simply forget the association between product information and the unattractive

source. The message remains on its own in memory, causing the delayed attitude change termed the sleeper effect.

The availability-valence hypothesis - More recently, this hypothesis proposed

that consumers make memory connections with the product information but not

with the unattractive source, emphasizing the selectivity of memory owing to

limited capacity. Consistent with this view, the sleeper effect is

obtained only when the message was encoded elaboratively; in memory, it

had stronger associations than the source.

Difficulty: (H) Fact Page: 259

82. Compare hype versus buzz as a corporate paradox.

Answer:

Buzz is word of mouth that is viewed as authentic and generated by customers. Hype is dismissed as inauthentic—corporate propaganda planted by a company with an axe to grind. As shown in Table 8.1, hype is characterized as advertising, overt, corporate, fake, and skepticism whereas buzz is characterized as being word-of-mouth, covert, grass roots, authentic, and credible.

Difficulty: (E) Fact and Application Page: 260-261, Table 8.1

83. What is source attractiveness? Does it relate to some products more than others? Answer:

Source attractiveness refers to the perception of the source's social value, which can emerge from physical appearance, personality, social status, or his/her similarity to receiver (we like to listen to people who are like us).

Our society places a very high premium on physical attractiveness. We tend to assume that people who are good looking are smarter, more with it, and so on (halo effect). Hence, a physically attractive source tends to facilitate attitude change.

Some evidence indicates that beauty is an attention getter. People may pay more attention to ads that contain attractive models, although not necessarily to the specific ad copy. Thus, even though we may have positive feelings towards the ad, 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 sexuality. For example, attractiveness of the spokesperson may affect attitudes towards perfumes (where attractiveness is relevant) but not towards coffee ads (where attractiveness is not relevant).

Difficulty: (M) Fact and Application Page: 261-263

84. Discuss one- versus two-sided arguments and give an illustration of each. Answer:

Most messages merely present one or more positive attributes about the product or reasons to buy it. These are known as supportive arguments (one-sided arguments). An alternative is to use a two-sided message, in which both positive and negative information is presented. Research has indicated that two-sided ads can be quite effective, yet they are not widely used. Under the right circumstances, the use of refutational arguments, in which a negative issue is raised and then dismissed, can be quite effective. This approach can increase source credibility by reducing reporting bias. Also, 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). It is also best to use when receivers are not already loyal to the product; “preaching to the converted” about possible drawbacks may raise doubts unnecessarily.

Difficulty: (M) Fact and Application Page: 269-270

85. Compare and contrast the uses of emotional appeals, such as sex, humor, and fear in advertising. What are the strengths and weaknesses of each?

Answer:

(a) Sex appeals - Although the use of sex does appear to draw attention to an ad, its use may be counterproductive to the marketer. A provocative picture can be too effective, attracting so much attention that it hinders processing and recall of the ad's contents. Female nudity in print ads generates negative feelings and tension among female consumers, while men's reactions are more positive. Sexual appeals appear to be ineffective when used merely as a "trick" to grab attention. They do, however, appear to work when the product itself is sexually related, e.g., perfume, a product intended to enhance interpersonal attraction.

(b) Humorous appeals - They are often effective for improving recognition, but tricky. Humor is very subjective, culture-bound, and may interfere with processing of product attributes. Subtle humor usually is better integrated with product information.

(c) Fear appeals - These are effective up to a point and are related to perceived performance risk for a product or service.

Difficulty: (M) Fact and Application Page: 273-278

86. What is the "elaboration-likelihood model of persuasion"? Describe and discuss its features. What are the implications of the ELM for marketing promotions?

Answer:

The two major components of the communications model (the source and the message) have impact on persuading consumers to change their attitudes, but which has more impact depends upon variations in consumer involvement. The "elaboration likelihood model of persuasion" (ELM) assumes that once a consumer receives a message, s/he begins to process it. Depending upon the personal relevance of this information, very different cognitive processes will be activated when the message is received; they will determine which aspects of a communication are processed. One of two routes to persuasion will be followed:

- Under conditions of high involvement, the consumer takes the central route to persuasion. Promotions should be patterned on rational paradigms (i.e., providing reasons why the consumer should buy the product, product attributes, etc.) - Under conditions of low involvement, a peripheral route is taken instead.

Promotions should be patterned on emotional or non-attribute cues (e.g., source attractiveness).

Difficulty: (H) Fact and Application Page: 282, Figure 8.5

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