Hierarchy of effects model

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Reference no: EM133975258

Questions

1. When it comes to the Hierarchy of Effects model discussed in class, which of the following is false?

The mere exposure effect explains attitudes based on hedonic consumption

Attitudes are a result of motivational processes

Attitudes based on behavioural learning processes are the result of affect coming from a behaviour and a thought

The mere exposure effect explains attitudes based on behavioural learning

Attitudes based on cognitive information processing are the result of high involvement processing

2. In class we discussed the theory of cognitive dissonance. Which of the following is false?

A marketer needs to offer a dissonance resolution to help reconcile the dissonance in a consumer's mind

A person needs to always take some sort of action or engage in a behaviour to resolve the dissonance

A person can resolve dissonance by changing their behaviour

A person can resolve dissonance by changing their attitude

A person needs to have a dissonance resolution to reconcile the dissonance in their mind

3. In class we discussed a study on getting people to donate. Based on the results of this study, what wording would you recommend that PetSmart cashiers use, if for instance they were asking for donations to the local animal shelter?

"Would you like to please donate to support our local animal shelter" - said out loud by the cashier

"Would you like to please donate to support our local animal shelter" is displayed on a printed sign at the cash

"Would you like to please donate to support our local animal shelter" is displayed on the tap screen for payment

"Would you like to please donate to support your local animal shelter" is displayed on the tap screen for payment

"Would you like to please donate to support your local animal shelter" - said out loud by the cashier

4. In class we discussed the "tagline study". Which of the following is false regarding the methods and findings of this study?

A tagline with a pause before the brand in sequence for a total of 4 seconds led to the strongest episodic memory for that brand

A brief pause between a tagline and a brand increases brand name recognition and preference

The 2 experimental conditions where the brand was shown for only 1 second were both control conditions

A tagline with a pause before the brand in sequence for a total of 4 seconds led to the strongest preference towards that brand

The psychological mechanisms for the findings include the feelings of expectation, uncertainty, surprise and resolution

5. In class we discussed the persuasion knowledge model at length. Which of the following sets of ideas/concepts do not 100% belong with one another?

emotional appeals (sex, humour, etc.) vs. rational appeals

One-sided arguments vs. two-sided arguments

topic knowledge, agent knowledge, and persuasion knowledge

spontaneous trait transference and non-human endorsers

likeability, the halo effect, trustworthiness, and expertise

Reference no: EM133975258

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