5.0/ 5.0 Points What type of attitudes best predict spontaneous behavior? A. Highly accessible attitudes B. Emotion-based attitudes C. Cognition-based attitudes D. Weak attitudes Question 6 of 20 5.0/ 5.0 Points Just after the tragic events of September 11, 2001, President George W. Bush’s performance ratings soared from a low of 50 percent to a high of 82 percent, only to fall back to 53 percent a month later. This phenomenon suggests that A. political attitudes are especially volatile. B. although relatively stable, attitudes can and do change. C. political ads are not as effective as politicians would hope. D. the electorate had no internal justification for voting for Bush. Question 7 of 20 5.0/ 5.0 Points Most people believe that subliminal messages A. are perceivable if you concentrate hard enough. B. are ineffective. C. can shape attitudes and behavior. D. can reduce prejudice. Question 8 of 20 5.0/ 5.0 Points Daryl Bem’s self-perception theory suggests that we form attitudes about an object based more on our ________ toward that object than our ________ toward that object. A. behavior; thoughts and feelings B. thoughts and feelings; behavior C. beliefs; past experience D. social group’s behavior; own behavior Question 9 of 20 5.0/ 5.0 Points The best evidence that advertisements do work to change attitudes and behaviors comes from A. people’s reports of the influence ads have had on their purchasing. B. controlled laboratory experiments. C. split cable market tests. D. surveys of marketing executives. Question 10 of 20 5.0/ 5.0 Points An advertising executive once noted about soft drink advertisements, “The thing about soda commercials is that they actually have nothing to say.” By this, he meant that A. soft drink companies often take an emotional approach to advertising. B. few soft drink ads contain voiceovers. C. soft drink ads rely on flashy visuals only. D. few soft drink ads actually influence consumers’ purchasing behaviors. Question 11 of 20 5.0/ 5.0 Points The Yale Attitude Change approach focused on a number of factors that influence the success of a persuasive message. Which of the following best exemplifies communication variables as one of those factors? A. Hostile versus receptive audiences B. Attentive versus inattentive listeners C. Long versus short appeals
D. Expert versus novice speakers Question 12 of 20 5.0/ 5.0 Points “Experts are always right” and “Expensive means quality” are some examples of how ________ can be used in persuasion. A. systematic processes B. affect C. implicit attitudes D. heuristics Question 13 of 20 5.0/ 5.0 Points According to the elaboration likelihood model of persuasion, you are more likely to be influenced by the central route when you are A. preoccupied with other matters. B. willing and able to give your full attention to the message. C. not invested in the topic at hand. D. impressed with the speaker’s credentials and manner. Question 14 of 20 5.0/ 5.0 Points If you are employed to advertise a product, according to the text, the first thing you should consider in planning your advertising campaign is A. the quality of the product. B. whether people’s attitudes toward the product are cognitively or affectively based. C. the cost of the product. D. whether the audience is likely to be motivated or not. Question 15 of 20 5.0/ 5.0 Points Based on the principles of psychological reactance, what should a mother say to her daughter who wants to have her nose pierced? A. “I won’t be seen with you in public if you pierce your nose.” B. “Wait until your father hears about this!” C. “You’d hate it if I took away your driving privileges.” D. “Please think about how you’ll feel when you’re thirty with a hole in your nose.” Question 16 of 20 5.0/ 5.0 Points An attitude based on operant conditioning is formed when a behavior toward an attitude object is A. positively reinforced. B. performed unconsciously. C. done privately, then publicly. D. paired with a negative stimulus. Question 17 of 20 5.0/ 5.0 Points “I like sex, but not enough to die for it,” says a young woman in an ad designed to persuade people to use condoms if they are sexually active. Why might this approach be ineffective? If people are A. too frightened, they won’t think rationally about the issue. B. in a bad mood when they see the ad, they won’t pay attention. C. sexually active, the ad will be low in personal relevance. D. not sexually active, the ad will put them in a bad mood.