Week 2

Question 1

attitude is generally defined as…

Answer 1

Attitude is generally defined as an evaluative response to a stimulus, either positive or negative

Question 2

Credibility is the product of three factors of the source of a message. What are these three factors?

Answer 2

Expertise, sympathy and reliability

Question 3

In what situation would you prefer that consumers process your television commercial via the peripheral route instead of the central route?

Answer 3

If you have weak arguments

Question 4

What is important for the perceived expertise of the celebrity?

Answer 4

That there is a logical match between the celebrity and the advertised product

Question 5

According to dual-process models, what can people base their attitude upon?

Answer 5

People can base their attitude upon both central and peripheral processing of information

Question 6

IFEC relationship strategy is aimed at…

Answer 6

Personal identity, values, and norms

Question 7

When you are influenced by what other people do, you are influenced by …?

Answer 7

the descriptive norm

Question 8

When you are influenced by what other people think you should do, you are influenced by …?

Answer 8

the indjunctive norm

Question 9

What are the 3 types of determinants in the theory of planned behavior?

Answer 9

1. attitude
2. social norms
3. perceived behavioral control

Question 10

What are the 3 components of an attitude?

Answer 10

1. cognitive response
2. affective response
3. behavioral/conative response

Question 11

What are the 5 behavioral determinants in the IFEC

Answer 11

1. instrumental advantages/disadvantages
2. social influence
3. self-efficacy
4. personal identity, values and norms
5. affect / emotional consequences

Question 12

IFEC persuasion strategy is aimed at…

Answer 12

Instrumental or cognitive beliefs about advantages of the brand

Question 13

IFEC social strategy is aimed at…

Answer 13

Connecting the brand to with specific social groups and their goals, values and symbols

Question 14

IFEC self-efficacy strategy is aimed at…

Answer 14

Changing control beliefs, show that brand can make life easier

Question 15

IFEC emotions strategy is aimed at…

Answer 15

Stressing the (positive) emotional consequences of using the brand

Question 16

Four-phase plan of vd Putte and Dhont

Answer 16

1. Elicitation phase
2. Model measurement phase
3. Message development phase
4. Testing phase

Question 17

5 characteristics of attitudes

Answer 17

• They focus on an object, person, organization or event
• They are either positive or negative
• They can be based on cognitive beliefs about characteristics of the attitude object
• They can be based on affective responses to the attitude object
• They have consequences for behavior towards the attitude object

Question 18

In the ELM, on what 4 factors does information processing depend?

Answer 18

1. available time
2. motivation to elaborate
3. ability to elaborate
4. need for cognition

Question 19

What’s the difference between ELM and Chaiken’s heuristic-systematic model

Answer 19

• central = systematic, peripheral = heuristic
• two routes can be taken SIMULTANEOUSLY
• two routes can interact

Question 20

Describe Kahneman’s model

Answer 20

• System 1 (intuitively formed attitudes) –> intuitive and quick information processing
• System 2 (reasoned formed attitudes) –> analytical and slow information processing

Question 21

evaluative conditioning

Answer 21

Weak attitudes take a much longer time to become ‘anchored’ in our memory. But, if a positive attitude is generated repeatedly, it might more likely be anchored

Question 22

4 ways to measure attitudes

Answer 22

1. likert scale
2. semantic differential
3. expectancy value models (TBP)
4. implicit measures

Question 23

Describe the 2 implicit attitude measures

Answer 23

1. evaluative priming
   Seeing or hearing one positive word or image makes it easier to identify other positive words in that category and more difficult to identify negative ones, and vice versa
2. implicit association test
   Compares how quickly people are able to categorize specific attitude objects when the categories are coupled with other words or terms (either positive or negative)

Question 24

Define persuasion

Answer 24

When our attitudes and behavior are swayed by arguments

Question 25

What is rhetoric concerned with

Answer 25

Rhetoric is concerned with the structure of an argument and the figures of speech used to change other people’s minds. How we reach conclusions through logical reasoning?

Question 26

Deductive arguments

Answer 26

Deductive arguments follow a ‘top-down’ structure, starting out with a more general statement from which a more specific, logical conclusion is derived

Question 27

When do we call an argument valid?

Answer 27

When the conclusion MUST be true IF the premises are true Note: untrue premises don’t make the argument itself invalid

Question 28

When do we have a sound argument?

Answer 28

If the premises are TRUE and our argument is valid Note: just because an argument is valid, does not mean that the argument is sound

Question 29

Modus ponens

Answer 29

If P then Q. P. Therefore Q.

Question 30

Modus tollens

Answer 30

If P then Q. Not-Q. Therefore Not-P.

Question 31

Inductive arguments

Answer 31

Inductive arguments follow a ‘bottom-up’ structure, starting out with statements that describe a specific situation from which a more general conclusion can be drawn

Question 32

Can inductive arguments be valid and strong/weak?

Answer 32

- Not valid, because there will always be exceptions - Inductive arguments can be strong or weak. They are strong when the conclusion that follows the premises is highly likely to be true

Question 33

Primacy and recency effect

Answer 33

- the first argument that is posed has the greatest effect (recency effect) - works best when 2 arguments are presented in quick succession - the last argument that is posed has the greatest effect (recency effect) - works best if we hear a second argument much later then the first

Question 34

rhetorical question + 3 persuasive characteristics

Answer 34

The answer is already within the question, implicitly 1) They make us think because we have a strong innate tendency to answer the questions put to us 2) Many people also gain pleasure from ‘solving’ a rhetorical question, particularly if phrased ironically 3) Can also be used to suggest agreement between the source and the recipient

Question 35

suggestive question

Answer 35

Questions involving an assumption or expectation, that can be answered with yes or no

Question 36

paradox

Answer 36

an apparent contradiction, which is primarily used to attract attention

Question 37

prolepsis

Answer 37

highlight a word or phrase by putting it at the beginning of a sentence ‘Coke is it!’

Question 38

enumeration

Answer 38

highlighting an aspect by repeating it 'Sir, you are a silly, silly man’

Question 39

tautology

Answer 39

highlighting something by saying the same thing twice, but using different words 'You can scream and shout as much as you like’

Question 40

pleonasm

Answer 40

highlight something by explicitly stating an inherent characteristic from that word or phrase 'Buy this product and receive a free gift’

Question 41

euphemism

Answer 41

influence the valence, make something bad sound more acceptable ‘incorrectly informing’ (misleading)

Question 42

metaphor

Answer 42

a name, term or image is linked with another word, phrase or object to which it is applicable only figuratively, to make something more accessible

Question 43

3 ways in which figures of speech influence our interpretation

Answer 43

1. By emphasizing one particular aspect of an argument 2. By influencing the valence of an event 3. By making specific information more cognitively accessible