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Chapter Quizzes

Welcome to the Chapter Quiz for Chapter 8. This quiz is comprised of questions that test your recall of core text concepts.

This activity contains 29 questions.

Question 1.
The uses and gratifications theory states that _____________________.

End of Question 1

Question 2.
______________________ is based on the idea that a marketer will be much more successful in persuading consumers when they have agreed to let the marketer try.

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Question 3.
What does the sleeper effect suggest about source credibility?

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Question 4.
In one study, the researchers manipulated the attractiveness of the couple in the ad by varying their dress, posture, and non-verbal expressions and by the background information given about their educational achievements and occupations. This is an example of varying_____________.

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Question 5.
Customer feedback in response to a marketing message that is not in the form of a transaction is a __________________ response.

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Question 6.

People are more likely to give if they receive something first. That's why enclosing a t-shirt, key ring, or calendar when soliciting for donations by mail can increase the response rate versus solicitations that do not include an incentive of any sort. This is an example of which psychological principle that influences people to change their minds or comply with a request?
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Question 7.
_________________ implies that a source's knowledge about a topic is not accurate.

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Question 8.
Most messages merely present one or more positive attributes about the product or reasons to buy it. These are known as ____________________.

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Question 9.
_______________ refers to the source's perceived social value.

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Question 10.
Which of the following is NOT a component of the traditional communications model?

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Question 11.
Posting messages on the web in diary form is known as

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Question 12.
The positive side of _______________ is that it increases familiarity and thus reduces uncertainty about the product.

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Question 13.

The "elaboration likelihood model of persuasion" (ELM) assumes that once a consumer receives a message, he or she begins to process it. Depending upon the personal relevance of this information, very different cognitive processes will be activated when the message is received that will determine which aspects of a communication are processed. Which of the following most accurately describes one of the two routes to persuasion that will be followed?
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Question 14.
________________ refers to the perceived expertise, objectivity, or trustworthiness of a source.

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Question 15.
What makes a commercial message persuasive? The answer (according to a major study involving more than 1000 commercials) is that the single most important feature is whether the communication contains ________.

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Question 16.
The strategy in which a message compares two or more specifically named or recognizably presented brands and weighs them in terms of one or more specific attributes is known as ____.

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Question 17.
In the two-factor theory, the net effect of being exposed repeatedly to the same message is a combination of ________.

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Question 18.
_________________ appeals emphasize the negative consequences that can occur unless the consumer changes a behaviour or attitude.

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Question 19.
People who tend to be sensitive about social acceptance and the opinions of others are more persuaded by a(n)___________, whereas those who are more internally oriented are swayed by a(n) ___________.

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Question 20.
What would be the best description of what research has found with respect to using two-sided messages to communicate with consumers?

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Question 21.
Are sex-related advertisements effective? Which of the following best answers this question?

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Question 22.

Margaret loves everything about snowboarding. Whether on the slopes, in sports shops, or at trade shows, she always checks for the latest in equipment and apparel. Last winter she was in the market for a new board and noticed her favourite "Betty" (snowboarding jargon for a female snowboard rider) using a new brand. The pro also endorsed the product in a magazine ad. Margaret made a mental note to investigate the brand further. If Margaret were to find out that the pro was being paid by the manufacturer to use its board, she might decide not to purchase the board. In this case, the source's credibility would be compromised by a ________.
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Question 23.

For celebrity campaigns to be effective, the endorser must have a clear and popular image. In addition, the celebrity's image and that of the product he or she endorses should be similar. After his many infidelities were made public, both Accenture and Gillette cut Tiger Woods loose. Having Tiger endorse their products would be contrary to the ____________.
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Question 24.

Dan Smythe is proposing an ad campaign for Kleenex brand tissues with the objective of reducing the tendency for audiences to "tune out" the Kleenex commercials. His proposal involves airing eight unique 15-second spots that all show the benefits of using Kleenex tissues. Dan is trying to address the ______________ theory with his proposal for the Kleenex ads.
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Question 25.
During his consumer behaviour class, Mikes was asked whether or not humour really works in advertising. Which of the following would be the best answer to this question?

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Question 26.

Mia and Sandy get together once per month for movie night at each others' homes. During one of the commercial breaks, Mia mentioned to Sandy that she really liked the product being shown and was thinking about purchasing it. Sandy, on the other hand, expressed that the product wasn't as important to her. According to the elaboration likelihood model, how would the relationship between attitude change and behaviour be different if both women were to buy the product?
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Question 27.
A marketing communication does not have to immediately result in a purchase to be an important component of interactive marketing.

End of Question 27

Question 28.
The more involved a company appears to be in the dissemination of news about its products, the less credible it becomes.

End of Question 28

Question 29.
The relationship between fear and attitude change is linear, suggesting that increasing levels of fear result in increased attitude change.

End of Question 29

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