Persuasion in Integrated Marketing Communications: Chapter 7, Exams of Business Economics

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TRUE/FALSE

1. Attitudes are learned.

ANS: T PTS: 1

2. The effective component of an attitude refers to the evaluative or feeling aspect of an attitude.

ANS: T PTS: 1

3. The cognitive component of an attitude represents one's behavioral tendency.

ANS: F PTS: 1

4. Reciprocation can happen with individual consumers, but not in business-to-business marketing interactions.

ANS: F PTS: 1

5. Consumers are more likely to adopt an attitude or undertake an action when a likable person promotes that action.

ANS: T PTS: 1

6. Peripheral cues may play a more important role than message arguments in determining the outcome of a persuasive effort.

ANS: T PTS: 1

7. The personal relevance that a communication has for a receiver is a critical determinant of the extent and form of persuasion.

ANS: T PTS: 1

8. Supportive arguments arise when the receiver challenges a message claim.

ANS: F PTS: 1

9. Counterarguments occur when a receiver agrees with a message argument.

ANS: F PTS: 1

10. Elaboration involves the matter of whether it is physically possible for a person to process a message.

ANS: F PTS: 1

11. Motivation is high when a message relates to a person's present goals and needs.

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the peripheral route.

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ANS: T PTS: 1

23. According to the ELM theory, the form of persuasion will depend on the characteristics of the market and the strengths of the marketing communicator's relative market position.

ANS: T PTS: 1

24. Marketers can enhance consumers' motivation to process brand information by using celebrities in the advertising.

ANS: F PTS: 1

25. Marketers can enhance consumers' opportunity to encode information by repeating the ad on multiple occasions.

ANS: T PTS: 1

26. Marketers can enhance the consumers' ability to access knowledge structures by employing verbal framing.

ANS: T PTS: 1

27. Involuntary attention requires little or no effort on the part of a receiver.

ANS: T PTS: 1

28. Voluntary attention occurs when a person is attracted to a stimulus and continues to pay attention because it holds his or her interest.

ANS: F PTS: 1

29. Habituation occurs when a stimulus becomes more familiar to people.

ANS: T PTS: 1

30. Attitude is a physical property of the consumer.

ANS: F PTS: 1

31. Persuasion is an effort by a marketing communicator to influence the consumer’s attitude and behavior in a manner that benefits the communicator.

ANS: T PTS: 1

32. Attitudes are hypothetical constructs.

ANS: T PTS: 1

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ANS: F PTS: 1

34. The conative component of attitude represents one’s predisposition to act toward an object.

ANS: T PTS: 1

35. Persuasion is the essence of marketing communications.

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36. Persuasion is the smallest component of marketing communications.

ANS: F PTS: 1

MULTIPLE CHOICE

1. Attitudes. a. can be observed b. are inherited c. are relatively enduring d. do not influence behavior e. All of these are correct.

ANS: C PTS: 1

2. Which of the following statements reflects the effective attitude component? a. Oranges are high in vitamin C. b. I like oranges. c. Oranges are expensive. d. Oranges grow in Florida. e. I often buy oranges.

ANS: B PTS: 1

3. The effective component of attitudes focuses on. a. feelings and evaluations b. beliefs c. knowledge d. behavioral tendencies e. information

ANS: A PTS: 1

4. Which of the following statements reflects the cognitive attitude component? a. I like playing tennis. b. I enjoy outdoor sports. c. I play tennis three times a week. d. Playing tennis is a form of exercise. e. I do not enjoy playing basketball.

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ANS: D PTS: 1

5. The component of attitudes focuses on behavioral tendencies. a. effective b. instrumental c. conative d. cognitive e. behavioral

ANS: C PTS: 1

6. Which of the following statements reflects the conative attitude component? a. I enjoy reading. b. Reading improves the mind. c. Everyone should try to improve their reading skills. d. Mysteries are fun to read. e. I plan to purchase three books this week.

ANS: E PTS: 1

7. The employee's intention to donate or not donate to a charity is best described as the attitude component. a. cognitive b. conative c. instrumental d. effective e. planned

ANS: B PTS: 1

8. Which tool of influence is being used when a salesperson gives someone a gift with the hope that they will purchase something? a. reciprocation b. commitment and consistency c. social proof d. authority e. scarcity

ANS: A PTS: 1

9. Which tool of influence is being used when a car salesperson gets a consumer to agree to a price and then says they have to get their sales manager's approval? a. reciprocation b. commitment and consistency c. social proof d. authority e. scarcity

ANS: B PTS: 1

10. Audrey Thomas-Alexander is asked to make a contribution to United Way. She asks the amount other

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a. reciprocation b. commitment and consistency c. social proof d. liking e. scarcity

ANS: C PTS: 1

11. A salesperson is hired because he is the same age as most of the shoppers and is considered handsome. What tool of influence is being used? a. reciprocation b. commitment and consistency c. social proof d. scarcity e. liking

ANS: E PTS: 1

12. The influence tactic that is based on the principle that things become more desirable when they are in great demand but short supply is known as. a. liking b. scarcity c. social proof d. commitment and consistency e. reciprocation

ANS: B PTS: 1

13. A clothing salesperson is using the tool of influence when she tells a customer that there are only a few scarves left and they are selling fast. a. liking b. scarcity c. commitment and consistency d. social proof e. reciprocation

ANS: B PTS: 1

14. According to the theory of psychological reactance,. a. people react against any efforts to reduce their freedoms of choice b. consumer behavior is seen as emotional c. consumer behavior is seen as highly cognitive d. people satisfy primary needs before acquired needs e. the personal relevance that a communication has for a receiver is a critical determinant of the extent and form of persuasion

ANS: A PTS: 1

15. Betty Franks agrees with the message in an advertisement for a political candidate. This is an example of. a. planned arguments

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b. policy arguments

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ANS: B PTS: 1

21. An example of a peripheral cue would be. a. background music in a television commercial b. scenery in a television commercial c. a salesperson's accent d. a salesperson's physical appearance e. All of these are correct.

ANS: E PTS: 1

22. In Pavlov's experiment, the meat powder was the. a. conditioned stimulus b. preconditioned stimulus c. conditioned response d. preconditioned response e. None of these are correct.

ANS: E PTS: 1

23. In Pavlov's experiment, the bell was the. a. conditioned stimulus b. unconditioned stimulus c. conditioned response d. unconditioned response e. None of these are correct.

ANS: A PTS: 1

24. In Pavlov's experiment, the was the unconditioned stimulus. a. dog salivating b. bell c. meat powder d. trainer e. None of these are correct.

ANS: C PTS: 1

25. Pavlov's experiment is an application of. a. operant conditioning b. classical conditioning c. reasoning d. cognitive dissonance e. stimulus generalization

ANS: B PTS: 1

26. Marketers can enhance consumers' motivation to attend to a message by. a. increasing curiosity about the brand b. repeating the ad on multiple occasions c. employing verbal framing

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d. appealing to hedonistic needs

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a. appealing to hedonistic needs b. using large pictures c. using celebrities d. repeating key scenes e. None of these are correct.

ANS: E PTS: 1

33. A(n) is a specimen or model of a particular concept or idea. a. frame b. exemplar c. symbol d. sign e. reference

ANS: B PTS: 1

34. Margaret Stephens notices the television commercial because of the loud sounds. This is an example of. a. exposure b. involuntary attention c. nonvoluntary attention d. voluntary attention e. interpretation

ANS: B PTS: 1

35. attention requires very little effort on the part of the receiver. a. Involuntary b. Voluntary c. Selective d. All of these are correct. e. None of these are correct.

ANS: A PTS: 1

36. When a person is attracted to a stimulus and continues to pay attention because it holds his or her interest, has occurred. a. exposure b. comprehension c. voluntary attention d. nonvoluntary attention e. persuasion

ANS: D PTS: 1

37. When a person willfully notices a stimulus, has occurred. a. exposure b. comprehension c. voluntary attention d. nonvoluntary attention

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e. persuasion

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43. In recognizing alternative paths to attitude formation and thus to persuasion, the ELM points out that the form of persuasion will depend both on consumer (their motivation, opportunity, and ability to process marketing messages) and the relative strengths of the brand. a. aptitudes b. characteristics c. decoding strategies d. encoding strategies e. feelings

ANS: B PTS: 1

44. When consumers are attracted to stimuli that supply relevant facts and figures, they are interested in meeting their. a. heuristic needs b. emotional needs c. hedonic needs d. informational needs e. symbolic needs

ANS: D PTS: 1

45. In general, novel messages are. a. unusual b. distinctive c. unpredictable d. All of these are correct. e. None of these are correct.

ANS: D PTS: 1

46. The secret to facilitating encoding is. a. repetition b. heuristics c. hedonism d. motivation e. opportunity

ANS: A PTS: 1

47. As part of the socialization process in all cultures, people acquire a. a. norm of engagement b. norm of reciprocity c. norm of awareness d. norm of cognition e. norm of complacency

ANS: B PTS: 1

48. Gina went to a drugstore for a bottle of shampoo. She walked past a point-of-purchase display for Jhirmack shampoos and conditioners, ignored a price-off coupon for Prell, and went directly to the shelf display for the brand she always purchases—Johnson & Johnson’s Baby Shampoo. Chances are,

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Gina’s decision is driven most by which attitude component?