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 re uest. !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 re1ects the product0 and tells the salesperson why she did not buy the product0 she is providing 222222222222222 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./

3. !hich of the following elements of the traditional communication model has the task of interpreting the message in 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 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 !"# Di$$icult% !H# Applic'tion P'(e )*0

1:. According to the 2222222222222222222 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. <arvard /chool(s b. %hicago /chool(s c. 9rankfurt /chool(s d. =ondon /chool(s Answer !c# Di$$icult% !H# &'ct 'n, Applic'tion P'(e )*0

11. According to those who believe in the 222222222222222222222220 consumers constitute an active0 goal-directed audience that draws on mass media as a resource to satisfy needs. >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 midwestern 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 222222222222222222 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 re uests an information packet for future consideration0 then the consumer has 1ust provided

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a)n* 22222222222222222222222. 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 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 !"# Di$$icult% !M# &'ct P'(e )*8

1-. 22222222222222222 refers to a source(s perceived e4pertise0 ob1ectivity0 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

13. @ven though 5r. !hipple is found to be obno4ious by many who watch his "Alease don(t s uee?e the %harmin$ commercials0 5r. !hipple has been proven to be an effective salesperson for %harmin because of the: a. source bias effect. b. Aygmalion 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 by customers is called: a. knowledge bias. b. reporting bias. c. bu??. d. hype. Answer !c# Di$$icult% !M# &'ct P'(e )05

2:. 2222222222222222222 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 techni ue 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 is to 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 graphic world. !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 ma1or 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 the positive effects of television commercials @E%@AT: 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%@AT: 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

23. 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. <is big task now is

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to get them to sign on as spokespersons. !hich of the following advertising communication techni ues best describes what 5r. 5ende? is trying to achieve with his proposed advertising campaign# a. &epetition. b. Gividness. c. Bne- Gersus Two-/ided Arguments. d. ,rawing %onclusions. Answer !"# Di$$icult% !M# Applic'tion P'(e )08

27. Aeople tend to like things that are more familiar to them0 even if they were not that keen 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 the 222222222222222220 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-out is 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. The proposed techni ue 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. b. c. d.

The trait-factor theory. The balanced communication theory. The two-factor theory. The dual communication theory of polarity. !c# Di$$icult% !M# Applic'tion P'(e )082)04- &i(ure 8.+

Answer

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 to communicate 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 uni ue problem. <e must persuade a good friend to stop smoking. <e knows that if he 1ust says " uit0$ his message will be re1ected. >nstead0 &ick chooses to offer 2222222222222 where he presents the positive and negatives of uitting smoking. <e 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# Di$$icult% !M# Applic'tion P'(e )04

3+. Hecause of increased source credibility0 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 !'# Di$$icult% !E# &'ct P'(e )04

3-. >f a car advertiser says their cars are the most e4pensive within the model class and are not known for their styling0 but they have the best safety and uality record of any cars within the model class0 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.

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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

33. >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. <owever0 this all changed in 222222222 when the 9T% issued guidelines that encouraged advertisers to name competing brands in their ads. a. 17++ b. 17-c. 17.1 d. 1733 Answer !c# Di$$icult% !H# &'ct 'n, Applic'tion P'(e )1/

37. 22222222222222222222 refers to a strategy in which a message compares two or more specifically-named or recogni?ably-presented brands and compares them in terms of one or more specific attributes. a. %ognitive differentiation b. @motional appeals c. %omparative advertising d. %onclusion advertising Answer !c# Di$$icult% !E# &'ct P'(e )1/

':. !hen Hristol-5yers states that "6ew =i uid Ganish really does clean tough rust stains below the water line better than =ysol0$ it is using which of the following strategies# a. %ognitive differentiation. b. @motional appeal. c. %omparative advertising. d. %onclusion advertising. Answer !c# Di$$icult% !M# &'ct 'n, Applic'tion P'(e )1/

'1. %omparative ads seem to work well for new products that are trying to build a clear image by positioning themselves vis-I-vis dominant brands in the marketplace. <owever0 consumers might not like these ads because of:

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a. b. c. d.

their bias. their aggressiveness. their concentration on price. their lack of originality. !"# Di$$icult% !M# &'ct 'n, Applic'tion P'(e )1/

Answer

'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 appropriate answer to this uestion# a. >n general0 humor does not work because consumers laugh at the company or its product. b. <umor always works in advertising because consumers love to laugh. c. <umor is more likely to be effective when the brand is clearly identified and the funny material does not "swamp$ the message. d. <umor works only if it is casual and below the surface )subliminal*. Answer !c# Di$$icult% !M# &'ct 'n, Applic'tion P'(e )1*

''. 2222222222 emphasi?e the negative conse uences that can occur unless the consumer changes a behavior or an attitude. a. 5etaphor appeals b. &ational appeals c. /e4 appeals d. 9ear appeals Answer !,# Di$$icult% !E# &'ct P'(e )10

'+. 5any ads take the form of a)n* 2222222222222222 where a story is told about an abstract trait or concept performed by a person0 animal0 or vegetable. a. metaphor b. allegory c. synonym d. comparison Answer !"# Di$$icult% !M# &'ct P'(e )18

'-. 5any ads take the form of a)n* 2222222222222222222 where two dissimilar ob1ects

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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

'3. The 2222222222222222222 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 222222222222222222 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 2222222222222222 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. Aersuasion is an active attempt to change attitudes. Answer !True# Di$$icult% !E# &'ct P'(e )*+

+2. Aersuasion 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 feedback as 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

+-. Aroponents of the uses and gratifications theory argue 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 theory is about the same idea presented in the traditional communications model. Answer !&'lse# Di$$icult% !M# &'ct P'(e )*02)*1

+3. 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 1ust 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 1ust 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 ob1ectivity0 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. "Alease don(t s uee?e the %harmin0$ says 5r. !hipple. 5r. !hipple(s effectiveness is 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. Profitability of 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 ma1or 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

-3. 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. Vividness e4plains the fine line between familiarity and boredom by proposing that two separate psychological processes are operating when a person is repeatedly e4posed 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. <owever0 Golvo 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. Golvo is making a two-sided argument with this type of message. Answer !True# Di$$icult% !E# Applic'tion P'(e )042)15

.2. ,oes se4 sell# The general conclusion is that the use of a strong se4 appeal is well received and0 therefore0 is used with increasing fre uency in today(s commercials. Answer !&'lse# Di$$icult% !E# &'ct P'(e )16

.3. As used in advertising0 the techni ue of using a metaphor is like saying "A is like H.$ Answer !&'lse# Di$$icult% !H# &'ct P'(e )18

.'. 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 !&'lse# Di$$icult% !H# &'ct 'n, Applic'tion P'(e )8)

.+. >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'% 8uestions .-. =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 re uest. 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$$icult% !M# &'ct 'n, Applic'tion P'(e )*+ ... >dentify the ma1or elements of the traditional communications model. Five an e4ample of how the model might work with respect to transmitting communication to a mass audience. Answer >n this model0 a source must choose and encode a message )i.e.0 initiate the transfer of meaning by choosing appropriate symbolic images that represent that meaning*. This meaning must be put in the form of a message. There are many ways to say something and the structure of the message has a big effect on how it is perceived. The message must be transmitted via a medium0 which could be television0 radio0 maga?ines0 billboards0 personal contact0 or even a matchbook cover. The message is then decoded by one or more receivers )who interpret the symbols in light of their own e4periences*. 9inally0 feedback must be received by the source0 which uses the reactions of receivers to modify aspects of the message. Instructor Note: Any suitable example can be used to illustrate this process including the one mentioned in the chapter! If more explicit instructions are needed please give them! Di$$icult% !M# &'ct 'n, Applic'tion P'(e )**- &i(ure 8./ .3. @4plain uses and gratifications theory. Answer Aroponents of uses and gratifications theory argue that consumers are an active0 goaldirected 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 as information. 1'3

Di$$icult% !E# &'ct P'(e )*0 .7. 9eedback is e4tremely important to an effective marketing communications effort. ,iscuss and illustrate the two basic types of feedback as discussed in the chapter. Answer )a* "irst-order response--,irect marketing vehicles0 such as catalogs and television infomercials0 are interactive--if successful0 they result in an order0 which is most definitely a response. Think of a product offer that directly yields a transaction as a firstorder response. >n addition to providing revenue0 sales data are a valuable source of feedback that allow marketers to gauge the effectiveness of their communication efforts. )b* #econd-order response--a marketing communication does not have to immediately result in a purchase to be an important component of interactive marketing. 5essages can prompt useful responses from customers0 even though these recipients do not necessarily place an order immediately after being e4posed to the communication. %ustomer feedback in response to a marketing message that is not in the form of a transaction is a second-order response. A second-order response may take the form of a re uest for more information about a product0 service0 or organi?ation. Di$$icult% !M# &'ct 'n, Applic'tion P'(e )*12)*8 3:. Bne of the key characteristics of a source )which can ma4imi?e attitude change* is credibility. !hat is source credibility and how can it affect attitude change# Answer #ource credibility refers to the spokespersonJs )or announcerJs* perceived e4pertise0 ob1ectivity0 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 re uisite knowledge but his or her willingness to convey 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 31. <ow do researchers e4plain the Lsleeper effectL#

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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 the unattractive 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 memory owing 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$$icult% !H# &'ct P'(e )*4 32. %ompare hype versus bu?? as a corporate parado4. Answer Hu?? is word of mouth that is viewed as authentic and generated by customers. <ype is dismissed as inauthentic;corporate propaganda planted by a company with an a4e to grind. As shown in Table 3.10 hype is characteri?ed as advertising0 overt0 corporate0 fake0 and skepticism whereas bu?? is characteri?ed as being word-of-mouth0 covert0 grass roots0 authentic0 and credible. Di$$icult% !E# &'ct 'n, Applic'tion P'(e )052)0/- T'"le 8./ 33. !hat is source attractiveness# ,oes it relate to some products more than others# Answer #ource attractiveness refers to the perception of the sourceJs social value0 which can emerge from physical appearance0 personality0 social status0 or hisMher similarity to receiver )we like to listen to people who are like us*. Bur society places a very high premium on physical attractiveness. !e tend to assume that people who are good looking are smarter0 more with it0 and so on )halo effect*. <ence0 a physically attractive source tends to facilitate attitude change. /ome evidence indicates that beauty is an attention getter. Aeople may pay more attention to ads that contain attractive models0 although not necessarily to the specific ad

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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$$icult% !M# &'ct 'n, Applic'tion P'(e )0/2)06 3'. ,iscuss one- versus two-sided arguments and give an illustration of each. Answer 5ost messages merely present one or more positive attributes about the product or reasons to buy it. These are known as supportive arguments %one-sided arguments&! An alternative is to use a two-sided message0 in which both positive and negative information is presented. &esearch has indicated that two-sided ads can be uite effective0 yet they are not widely used. Nnder the right circumstances0 the use of refutational arguments0 in which a negative issue is raised and then dismissed0 can be uite effective. This approach can increase source credibility by reducing reporting bias. Also0 most people who are skeptical about the product may be more receptive to a balanced argument instead of a "whitewash.$ A two-sided strategy appears to be most effective when the audience is well educated )and presumably more impressed by a balanced argument*. >t is also best to use when receivers are not already loyal to the productK "preaching to the converted$ about possible drawbacks may raise doubts unnecessarily. Di$$icult% !M# &'ct 'n, Applic'tion P'(e )042)15 3+. %ompare and contrast the uses of emotional appeals0 such as se40 humor0 and fear in advertising. !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 use may 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 female consumers0 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 to enhance interpersonal attraction.

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)b* <umorous appeals - They are often effective for improving recognition0 but tricky. <umor is very sub1ective0 culture-bound0 and may interfere with processing of product attributes. /ubtle humor usually is better integrated with product information. )c* 9ear appeals - These are effective up to a point and are related to perceived performance risk for a product or service. Di$$icult% !M# &'ct 'n, Applic'tion P'(e )162)18 3-. !hat is the Lelaboration-likelihood model of persuasionL# ,escribe and discuss its features. !hat are the implications of the @=5 for marketing promotions# Answer The two ma1or components of the communications model )the source and the message* have impact on persuading consumers to change their attitudes0 but which has more impact depends upon variations in consumer involvement. The Lelaboration likelihood model of persuasionL )@=5* assumes that once a consumer receives a message0 sMhe begins to process it. ,epending upon the personal relevance of this information0 very different cognitive processes will be activated when the message is receivedK they will determine which aspects of a communication are processed. Bne of two routes to persuasion will be followed: - Nnder conditions of high involvement0 the consumer takes the central route to persuasion. Aromotions should be patterned on rational paradigms )i.e.0 providing reasons why the consumer should buy the product0 product attributes0 etc.* - Nnder conditions of low involvement0 a peripheral route is taken instead. Aromotions should be patterned on emotional or non-attribute cues )e.g.0 source attractiveness*. Di$$icult% !H# &'ct 'n, Applic'tion P'(e )8)- &i(ure 8.*

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