Chapter 1

Question 1

____ shapes how persuasion occurs: mass media face to face, text social media

Answer 1

context

Question 2

most human ___ involves the potential for influence

Answer 2

communication

Question 3

ELM stands for?

Answer 3

elaboration likelihood model

Question 4

what are the two basic routes for persuasion

Answer 4

central and peripheral

Question 5

what do central and peripheral represent

Answer 5

qualitatively different modes of information processing

Question 6

Reflective, requires mental effort and relies on cognitive elaboration. Motivation + Ability (central and peripheral )

Answer 6

central

Question 7

Is reflexive, based mental shortcuts: credibility, appearance cues, quantity of arguments heuristic cues (decision rules): going with your gut

Answer 7

peripheral

Question 8

heuristic cues (decision rules)

Answer 8

going with your gut

Question 9

___ involvement increases the likelihood of central proccessing

Answer 9

high

Question 10

___ involvement increases the likelihood of peripheral processing

Answer 10

low

Question 11

___involvement decreases reliance on credbility

Answer 11

high

Question 12

true or false

Answer 12

persuasion that takes palce via the central route tends to be more lasting

Question 13

-persuasion that takes place via the ___tends to be more lasting (central or periphral route)

Answer 13

central route

Question 14

(true or false) the unimodel accepts the notion of two distinct types of processing

Answer 14

false: rejects…

if one thinks more, cognitive elaborationwill be higher and vice versa

Question 15

(true or false) attitudes are learned or acquired

Answer 15

true

Question 16

equal appearing interval scales 5-7 scale points ranging from strongly agree to strongly disagree

Answer 16

likert scales

Question 17

what are semantic differential scales based on

Answer 17

the connotation of words and relies on biopolar adjectives.

Question 18

what are the 4 pitfalls in measuring attitudes

Answer 18

social desirablitiy bias, non atttiudes, Acquiescence bias, mindfulness

Question 19

non attitudes :

Answer 19

respondents may make up opinions so as not to appear uniformed

Question 20

TRA is a rational model of persausion; it presumes people are rational decision makers that can make use of available information. behavioral intentions are the best predictor of actual behavior

Answer 20

theory of reasoned action

Question 21

• The TpB adds the additional element of perceived behavioral control
  - internal factors might prevent or reduce control (lack of knowledge, lack of skill)
  - external factors might prevent or reduce control (limited time or resources)

Answer 21

Theory of Planned behavior

Question 22

brands are matched with idealized lifestyles :

Answer 22

image oriented advertising

Question 23

Associations endow brands with human qualities, Victoria, ready of it, dew It:

Answer 23

brand personality

Question 24

people prefer a state of harmony among their attitudes, beliefs, behaviors

- Inconsistency causes psychological discomfort (dissonance).: the magnitude of dissonance.. depends on the centrality of the attitudes. [buyers remorse]
- People are motivated to restore consistency:

Answer 24

psychological consistency

Question 25

Selective exposure and Polarization of alternates are examples of what

Answer 25

ways of reducing dissonance