Test Bank For Integrated Marketing Communications 4th Edition by Bill Chitty

Description

Test Bank For Integrated Marketing Communications 4th Edition by Bill Chitty

Chapter 3 – Persuasion in marketing communications

TRUE/FALSE

1.Motivation is low when a message relates to a person’s present goals and needs.

ANS: F PTS: 1 DIF: Moderate TOP: An integrated model of persuasion

2.Feelings and evaluations are aspects of the affective component of an attitude.

ANS: T PTS: 1 DIF: Moderate TOP: The tri-component model of attitudes

3.The cognitive component of an attitude represents one’s behavioural tendency.

ANS: F PTS: 1 DIF: Moderate TOP: The tri-component model of attitudes

4.Motivation, opportunity and attitude determine each person’s elaboration likelihood (EL) for a particular message.

ANS: F PTS: 1 DIF: Moderate TOP: An integrated model of persuasion

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

ANS: T PTS: 1 DIF: Moderate TOP: Peripheral cues

6.Counter-arguments occur when a receiver agrees with a message argument.

ANS: F PTS: 1 DIF: Moderate TOP: The receiver’s initial response

7.In Pavlov’s experiment, the bell was the conditioned stimulus.

ANS: T PTS: 1 DIF: Moderate TOP: Classical conditioning of attitudes

8.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 DIF: Moderate TOP: Receiver involvement

9.Attitudes are temporary.

ANS: F PTS: 1 DIF: Easy TOP: The nature and role of attitudes

10.Pavlov’s experiment utilised classical conditioning.

ANS: T PTS: 1 DIF: Easy TOP: Classical conditioning of attitudes

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

ANS: F PTS: 1 DIF: Moderate TOP: The receiver’s initial response

12.To change attitudes, marketing communicators can employ the following three strategies: changing consumers’ brand-related beliefs, altering existing outcome evaluations or introducing a new outcome into how consumers judge brands in a product category.

ANS: T PTS: 1 DIF: Difficult TOP: Attitude-change strategies

13.The theory of reasoned action (TORA) proposes that all forms of planned and reasoned behaviour have two primary determinants: attitudes and advertising.

ANS: F PTS: 1 DIF: Moderate TOP: Message-based persuasion

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

ANS: F PTS: 1 DIF: Difficult TOP: An integrated model of persuasion

15.When EL is high, the receiver will focus predominantly on peripheral cues rather than message arguments.

ANS: F PTS: 1 DIF: Moderate TOP: An integrated model of persuasion

16.Marketers can enhance consumers’ opportunity to encode information by repeating an ad on multiple occasions.

ANS: T PTS: 1 DIF: Difficult TOP: Enhancing opportunity to encode information

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

ANS: T PTS: 1 DIF: Easy TOP: Persuasion in marketing communications

18.In Pavlov’s experiment, the meat powder was the conditioned response.

ANS: F PTS: 1 DIF: Easy TOP: Classical conditioning of attitudes

19.A television commercial’s peripheral cues could be the background music.

ANS: T PTS: 1 DIF: Easy TOP: Peripheral cues

20.According to the elaboration likelihood model (ELM) theory, people experience only temporary attitude changes when persuaded via the peripheral route.

ANS: T PTS: 1 DIF: moderate TOP: Temporary versus enduring attitude change

21.Marketers can enhance consumers’ motivation to process brand information by using celebrities in their advertising.

ANS: F PTS: 1 DIF: Difficult TOP: Enhancing motivation to process messages

22.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 DIF: Difficult TOP: Message-based persuasion

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

ANS: F PTS: 1 DIF: Difficult TOP: Message-based persuasion

24.According to the ELM theory, the form of persuasion depends on consumer characteristics and the relative strengths of the brand.

ANS: T PTS: 1 DIF: Difficult TOP: Practical implications: enhancing consumers’ processing of motivation, opportunity and ability

25.Attitudes are hypothetical constructs.

ANS: T PTS: 1 DIF: Easy TOP: The nature and role of attitudes

26.Attitudes are personality traits.

ANS: F PTS: 1 DIF: Easy TOP: The nature and role of attitudes 

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

ANS: T PTS: 1 DIF: Moderate TOP: Persuasion in marketing communications

28.The conative component of attitude represents one’s predisposition to think about an object.

ANS: F PTS: 1 DIF: Easy TOP: The tri-component model of attitudes

29.All influence tactics are universally effective.

ANS: F PTS: 1 DIF: Difficult TOP: Reciprocation

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

ANS: T PTS: 1 DIF: Moderate TOP: Enhancing motivation to attend to messages

31.