32 Questions
What is a key element of two-sided appeals in advertising?
Admitting something negative about the sponsoring brand
What is the purpose of the 'but' part in two-sided appeals?
To provide an overriding argument for the brand's superiority
What is the optimal level of fear in fear appeals?
A low level of fear to avoid people tuning it out
What is a requirement for fear appeals to be effective?
Providing a way to avoid the feared stimulus
What is the primary effect of humor in advertising?
Gaining attention but not increasing persuasion
What is a possible outcome of using comparative advertising?
Increased sales for the sponsoring brand
Why may comparative advertising backfire in certain cultures?
Because it is perceived as unfair or disrespectful
What is the Elaboration Likelihood Model (ELM) related to?
The psychological processing of advertising messages
Which method attempts to modify the significance of existing beliefs?
Change the importance of beliefs
Why did the petroleum industry's attempt to change consumer beliefs fail?
Consumers were suspicious and rejected the information
Why is it generally challenging to change strongly held beliefs?
Because people are resistant to changing beliefs they strongly hold
What approach is used if there is minimal conflict with existing beliefs?
Add beliefs
Which approach involves strengthening a belief that already favors a cause?
Change the importance of beliefs
What risk is associated with attempting to change ideals?
It is very risky and often unsuccessful
What example illustrates changing the importance of a belief related to health?
Stating that replacing iron lost through menstruation is important
What describes a successful strategy used by the beef industry?
Adding beliefs about convenience and creativity in dishes
What is a common strategy to link a product to a positive image?
Pair it with a beautiful woman
What is the main emphasis of Energizer Bunny advertisements?
The likable bunny
What effect describes the situation where products are liked more the often they are advertised?
Mere exposure effect
How can advertisers ensure continued use of their product?
Provide better shelf space
What is the disadvantage of using temporary price discounts to attract customers?
Consumers may switch to other discounted brands
What is a potential benefit of creating a warm, fuzzy image for a brand?
Enhanced brand preference
What makes it difficult to change consumer beliefs?
Consumer resistance to belief changes
Why might a brand prefer better shelf space over offering discounts to attract customers?
It avoids deal-based purchase justifications
What is one source of attitude formation for consumers?
Experience
Why might a consumer not act consistently with their attitudes?
Measurement problems
Which factor might prevent a student from buying a pick-up truck they like?
Competing demands for resources
How can social influence affect consumer behavior?
It can deter certain behaviors
What might make changing consumer attitudes particularly difficult?
Consumers suspecting a self-serving agenda
Which personality factor is mentioned as having a role in attitude formation?
Need for cognition
What is one strategy to change consumer attitudes?
Classical conditioning
Why might consumers provide unreliable answers in market research?
They do not consciously set out to enumerate their attitudes
This quiz covers the formation and change of consumer attitudes, including sources of attitude formation, role of personality factors, and attitude-behavior consistency.
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