1-1: Persuasion is unequivocal and overt, not implied or unspoken
False
1-2: The study of persuasion is relatively new. Nothing had been written about persuasion before the last few decades.
False
1-3: Most people-oriented professions deal with persuasion
True
1-4: Younger audiences are more influenced by face-to-face interactions than through mainstream media
True
1-5: “Influentials” are the carriers of viral messages.
False
1-6: Successful viral messages are not usually planed
True
1-7: The more common viral message campaigns become, the less effective they will
be.
True
1-8: While the public is often
guided by persuasive messages, science demands only objective examinations, and
therefore does not deal with persuasion
False
1-9: A study contends that the more a person consumes caffeine, the harder he or she is to persuade.
False
1-10: True or false? Persuasion is more conspicuous in interpersonal communication than in mass media forms.
False
1-11: Most people tend to think they are good at resisting advertising, but others are not as good.
True
1-12: Research that goes against common sense has the most empirical interest.
True
1-13: The authors feel persuasion is either moral or immoral, it is certainly not amoral.
False
1-14: Determining the ethics of persuasion is less about the “what” and more about the “why.”
True
1-15: Research is inconclusive; there are almost no generalizations regarding persuasion that
can be relied on.
False
2-16: The type of clothes you wear while interviewing for a job is an example of a
“paradigm case” of persuasion.
False
2-17: A modern interpretation of persuasion includes the context of the communication
event, not just verbal and nonverbal communication.
True
2-18: According to Gass and Sieter (2000, 2004), social influence is a related term that is distinguished from persuasion in that it includes non-intentional persuasive effects.
True
2-19: Socialization is a form of persuasion that includes only the intentional social behaviors
that teach children how to act.
False
2-20: Defining persuasion strictly intentional attempts to change others’ attitudes and behaviors may relieve communicators of the responsibility they have toward effects on the unintended receivers of their words and actions.
True
2-21: The effects criterion focuses on the process of persuasion, not whether it succeeds or fails.
False
2-22: The effects criterion appreciates that persuasion is simultaneous and transactional, not simply a “sender to receiver” act.
False
2-23: Perloff feels that persuasion only includes behavioral and attitudes changes that are freely chosen.
True
2-24: The authors feel that persuasion does not require mindful awareness at attempts to influence.
True
2-25: Coercive persuasion is defined as negative and unethical use of force to persuade.
True
2-26: The authors agree with those who feel persuasion requires at least two people.
False
2-27: The context of the persuasive process is simply the number of communicators present
and the verbal-to-nonverbal ratio. Issues of timing, media choice, and the physical environment are outside the context of the persuasive process.
False
2-28: The instrumental goals of persuasion refer to attempts to gain compliance.
True
2-29: All communication is persuasive; the principal issue is the degree of persuasion,
not whether it did or did not occur.
True
2-30: The authors do not believe torture is a form of persuasion.
True
2-31: The Elaboration Likelihood Model (ELM) considers all the following questions regarding the receiver(s) except one. Which is it?
concentrate and limit distractions?
C.
2-32: ELM predicts that compared to central processing, peripheral processing leads to
longer lasting cognitive changes
False
2-33: A student who decides not to take a chemistry course because of a fixed belief that “research courses are hard” is relying on heuristic processing.
True
2-34: Heuristic and systematic processing routes are mutually exclusive.
False
2-35: The unimodel of persuasion posits that central and peripheral processing are essentially the same construct; they just refer to ends of a continuum.
True
3-36: Attitudes are inherent beliefs and sets of responses rather than acquired through
socialization.
False
3-37: The predisposition to respond is the most central feature of attitudes
False
3-38: Attitudes are directly measured with the use of scales.
False
3-39: The Semantic Differential type of item design uses pairs of opposite adjectives
True
3-40: Social Desirability Bias refers to the tendency to give the socially expected answer to survey items
True
3-41: The tendency to agree with survey statements, particularly face-to-face, is the problem of “non-attitudes.”
False
3-42: “Attitude Behavior Consistency” is stronger when the complex mix of attitudes is measured, rather than any single, specific attitude.
False
3-43: Low self-monitors typically display greater attitude-behavior consistency.
True
3-44: Segmentation analysis refers to the marketing technique of designing a single campaign to
appeal to a large group of diverse consumers.
True
3-45: The fact that liars exhibit the same nonverbal behaviors as those accused of lying (when they are not) is an example of a bi-directional attitude indicator.
True
3-46: One’s beliefs about an
outcome can directly cause the overt act, according to TRA.
False
3-47: The subjective norm component of TRA is comprised of social pressure regarding the overt act, and how disposed we are to comply with the social pressure.
True
3-48: TpB differs from TRA in that TpB does not consider the receiver’s confidence in performing the act.
False
3-49: An advertisement that shows an attractive and cool Apple Computer user next to not-so-cool IBM compatible computer user is using image-oriented advertising.
True
3-50: People like to be consistent, and research has found the drive for consistency is about the same for all.
False
3-51: When faced with incompatible attitudes, the greater the centrality of the attitudes involved, the less the psychological discomfort.
False
3-52: You really dislike it when people litter. After eating an apple, you look around and don’t see a wastebasket. You throw it in the bushes and tell yourself that it isn’t littering because it’s a natural product. Which form of resolving consistency did you use:
D. Denial
3-53: Persuasion is more about shifting the attitudes of receivers than modifying your message to fit the receivers’ attitudes and beliefs.
False
3-54: Post-Decision Theory is a means of reducing cognitive dissonance.
False
3-55: Once we make a decision, we tend to convince ourselves we really dislike the alternatives. Even if the alternatives seemed pretty close before, we now see them more negatively. This means of reducing dissonance is called “buyer’s
remorse.”
False
3-56: The greater the freedom we
had in making the choice between alternatives, the greater the dissonance
produced.
True
3-57: If the negative outcome of a freely chosen alternative was unforeseeable, the
dissonance is less.
True
3-58: If your friend asked you to store her boxes of belongings in your garage for a week, but ordered you not to look in the boxes, chances are, you will.
This is a result of psychological reactance, our natural resistance to restrictions others make on our free choice.
True
3-59: In another course I teach, I have students participate in a debate, but they often
are on the opposite side of their true feelings. According to CAA, this makes their preexisting attitudes even stronger; they are less likely to see the
others’ side.
False
3-60: Once someone states an intention to act, they are more likely to follow through with
the act.
True
4-61: The use of celebrity endorsers rarely works.
False
4-62: When an advertiser uses a celebrity endorser, it is trying to reflect the desirable persona of the endorser on the brand first, and then on to the consumer.
True
4-63: Credibility is a measure of how truthful a person is in reality, not how truthful others
think the person is.
False
4-64: Credibility is independent of the context of the situation. A person either is or is not
credible.
False
4-65: The credibility of any particular person can change over time; it is not a stable
trait.
True
4-66: The primary dimensions of credibility include expertise, trustworthiness, goodwill,
and sociability.
False
4-67: In order to help persuasion, one’s perceived expertise must always be relevant to the
topic.
False
4-68: Goodwill is important to perceived credibility. A persuader who lacks goodwill holds ill-will toward the receiver(s).
False
4-69: ELM asserts that credibility is a central route characteristic.
True
4-70: According to ELM, credibility is most important when receivers are very motivated by the
topic and see it as very relevant.
False
4-71: To be most effective, the receiver requires information concerning credibility at the start of a persuasive message rather than later.
True
4-72: The
sleeper effect is means that a message from a low-credibility source can increase in persuasiveness over time.
True
4-73: When disassociation occurs, the receiver remembers the discounting cue, but forgets
the message.
False
4-74: The absolute sleeper effect refers to the tendency of persuasive messages from high-credibility speakers to become weaker over time.
False
4-75: Yielding to social pressure to seem “politically correct” is not a form of impression management.
False
4-76: Facework is impression management, so it is a form of persuasion.
True
5-77: "Communicator characteristics” refer to the traits of the speaker, not the others in the persuasive encounter.
False
5-78: Children are better than older people at resisting persuasive techniques.
False
5-79: The elderly are better are resisting
persuasive techniques than younger people.
True
5-80: Males are inherently better at persuasion.
False
5-81: Female doctors are less likely to be successful at using negative messages to get patients to comply.
True
5-82: The cross-sex effect is the tendency to be more vulnerable to members of the same
sex compared to members of the opposite sex.
False
5-83: Once a person complies with a persuasive request, collectivist cultures are more likely to consistent with future similar requests.
False
5-84: Collectivist cultures like the one in China prefer indirect persuasive strategies.
True
5-85: Current research supports the idea that moderately intelligent people are easier to persuade compared to very intelligent or not very intelligent people.
False
5-86: A “state” is a relatively stable characteristic. A “trait” can vary across situations.
False
5-87: Those with low self-esteem are not as easy to persuade as people with high self-esteem.
True
5-88: Low self-monitors are affected more by reference groups compared to high
self-monitors.
False
5-89: You would be more successful communicating concrete advantages of a product to a low self-monitor. High self-monitors respond more to the “image” of the
product.
True
5-90:To design your persuasive argument about seeking a graduate degree, you begin by comparing your message with the existing attitudes and beliefs of the audience. You determine how far you think you can move them based on how ego-involved they are. You are careful not to create too great a contrast between your message and their present attitude. This design
is based on:
B. Social Judgement Theory
5-91: The less a person is ego-involved in a topic, the easier it will be to get them to shift positions, according to Social Judgment Theory.
True
5-92: Outcome-relevant involvement has to do with the persistent values of a person’s self-concept
False
5-93: Authoritarian people resist
authority and often deviate from expected norms of behavio
False
5-94: According to research, authoritarian people are easier to persuade. The authors suggest this may be related to the situation and the type of persuasive
message.
True
5-95: Cognitively simple people are better persuaders.
False
5-96: People low in the need for cognition are more affected by peripheral cues, like attractiveness, celebrity endorsements, and other weak forms of evidence.
True
5-97: Argumentativeness is a destructive form of aggressive communication.
False
5-98: A good persuader moves the receiver to the message.
False
5-99: The new communication technologies have made it possible to identify micro-markets.
This makes marketing more difficult than before.
True
5-100: The authors claim that there are no “universal” needs with regard to people.
