Persuasion in Integrated Marketing Communications: Exam Study Guide, Exams of Business Economics

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Chapter 7—the Role of Persuasion

in Integrated Marketing

Communications

Comprehensive Exam Study Guide

Integrated Marketing Communications

Comprehensive Exam Study Guide

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

Integrated Marketing Communications

Comprehensive Exam Study Guide

ANS: T PTS: 1

12. Motivation, opportunity, and attitude determine each person's elaboration likelihood for a particular message.

ANS: F PTS: 1

13. When elaboration likelihood is high, the receiver will focus predominantly on peripheral cues rather than message arguments.

ANS: F PTS: 1

14. The theory of reasoned action proposes that all forms of planned and reasoned behavior have two primary determinants: attitudes and normative influences.

ANS: T PTS: 1

15. Outcomes are the consumer's subjective probability assessments, or expectations, regarding the likelihood that performing a certain act will lead to a certain result.

ANS: F PTS: 1

16. Beliefs involve those aspects of product ownership that the consumer either desires to obtain or avoid.

ANS: F PTS: 1

17. The three strategies for changing attitudes include influencing consumers' brand-related beliefs, influencing existing evaluations, and adding an entirely new outcome into how consumers judge brands in a product category.

ANS: T PTS: 1

18. A television commercial's peripheral cues could be the background music.

ANS: T PTS: 1

19. In Pavlov's experiment, the meat powder was the conditioned response.

ANS: F PTS: 1

20. In Pavlov's experiment, the bell was the conditioned stimulus.

ANS: T PTS: 1

21. Pavlov's experiment utilized operant conditioning.

ANS: F PTS: 1

Integrated Marketing Communications

Comprehensive Exam Study Guide

22. According to the ELM theory, people experience only temporary attitude changes when persuaded via the peripheral route.

Integrated Marketing Communications

Comprehensive Exam Study Guide

33. Attitudes are constantly changing.

Integrated Marketing Communications

Comprehensive Exam Study Guide

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.

ANS: T PTS: 1

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.

Integrated Marketing Communications

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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

Integrated Marketing Communications

Comprehensive Exam Study Guide

10. Audrey Thomas-Alexander is asked to make a contribution to United Way. She asks the amount other people are giving and ends up giving that amount. She has used the tool of influence.

Integrated Marketing Communications

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of. a. planned arguments b. policy arguments

Integrated Marketing Communications

Comprehensive Exam Study Guide

c. antiarguments d. supportive arguments e. counterarguments

ANS: D PTS: 1

16. When the receiver challenges a message claim, arise. a. planned arguments b. policy arguments c. antiarguments d. supportive arguments e. counterarguments

ANS: E PTS: 1

17. Jack Joseph challenges the message claim made in an automobile commercial. This is an example of . a. planned arguments b. policy arguments c. antiarguments d. counterarguments e. supportive arguments

ANS: D PTS: 1

18. The mental activity in response to a message such as an advertisement is known as. a. motivation b. opportunity c. elaboration d. ability e. perception

ANS: A PTS: 1

19. The three factors that determine each individual's elaboration likelihood for a particular message are . a. motivation, opportunity, and ability b. motivation, objectives, and attitude c. motivation, opportunity, and attitude d. motivation, objectives, and ability e. motivation, opinions, and ability

ANS: A PTS: 1

20. The theory of reasoned action proposes that all forms of planned and reasoned behavior have two primary determinants: and. a. motivation; normative influences b. attitudes; normative influences c. attitudes; value-expressive influences d. attitudes; informational influences

Integrated Marketing Communications

Comprehensive Exam Study Guide

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

Integrated Marketing Communications

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c. employing verbal framing d. appealing to hedonistic needs

Integrated Marketing Communications

Comprehensive Exam Study Guide

32. Marketers can enhance the consumers' ability to access knowledge structures by _.

Integrated Marketing Communications

Comprehensive Exam Study Guide

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