EXAM TWO

Question 1

What is the Elaboration Likelihood Model

Answer 1

Explains how people process information and change their attitudes in response

Question 1

Overall evaluation formed over time

Answer 1

Attitudes

Question 2

A systematic process where people carefully evaluate the logical arguments of a message can lead to a major positive attitude change (uses facts, numbers, and logic)

Answer 2

Central Route Processing

Question 3

People use simple inferences or cues to evaluate a message, this can lead to a minor shift in attitude (uses irrelevant cues to persuade) (beauty, fame, and positive emotions)

Answer 3

Peripheral Route Processing

Question 4

4 Functional Theory of Attitudes

Answer 4

1. Utilitarian Function
2. Value-Expressive Function
3. Ego-Defensive Function
4. Knowledge Function

Question 5

3 Components of Attitudes

Answer 5

1. Cognitive
2. Affective
3. Behavioral

Question 6

Hierarchy of Effects

Answer 6

1. Cognitive
2. Behavioral
3. Affective

Question 7

Influences of High-Effort Cognition

Answer 7

1. Sleeper Effect
2. One vs. Two-Sided Arguments
3. Comparative Messages
4. Beliefs

Question 8

Cognitive Responses to Advertisements

Answer 8

1. Counterarguments
2. Source Derogation

Question 9

Affects attitudes toward the brand and the advertisement

Answer 9

Source Derogation

Question 10

Affects brand attitudes

Answer 10

Counterarguments

Question 11

Influencing High Effort Affect

Answer 11

Match-Up Hypothesis

Question 12

Ways to Change High-Effort Attitudes

Answer 12

1. Change current beliefs
2. Shift importance of beliefs
3. Add beliefs
4. Change ideals

Question 13

Believe something to be true based off repetition

Answer 13

Truth Effect

Question 14

5 Low Effort Emotional Appeals

Answer 14

1. Fear
2. Drama
3. Sex
4. Humor
5. Shockvertising

Question 15

Influences of Low Effort Cognition

Answer 15

1. Source Credibility
2. Information Consistency in Messaging
3. Providing Many Arguments
4. Simple Messages
5. Self-Referencing Messages
6. Mystery Ads

Question 16

Create positive feeling towards brand

Answer 16

Classical Conditioning

Question 17

Emotional arousement that provides an automatic response

Answer 17

Unconditioned Stimulus

Question 18

Conditioning our brand

Answer 18

Conditioned Stimulus

Question 19

New emotional response

Answer 19

Conditioned Response

Question 20

Changing Low Effort Attitudes

Answer 20

Mere Exposure Effect