Week 03 Attitudes and Advertising - Practice MCQs 1. According to Bohner and Dickel's definition, an attitude is best described as... A direct behavioural observation of an object A reflexive motor response A temporary mood state unrelated to objects An evaluation of an object of thought 2. The tripartite model (Beckler, 1984) separates attitudes into which components? Behavioural, cognitive, affective Behavioural, genetic, cultural Biological, hormonal, neural Cognitive, perceptual, motor 3. Saying "I think going to the dentist is important" reflects which attitude component in the tripartite model? Behavioural Instrumental Affective Cognitive 4. Katz's adaptive (instrumental) function of attitudes serves primarily to... Provide abstract explanations of the environment Help attain rewards or avoid punishments Express core identity and values Protect self-esteem from threats 5. The knowledge function of attitudes helps individuals to... Express belonging to a social group Protect against anxiety-inducing thoughts Maximise immediate reinforcement schedules Predict and organise understanding of the environment 6. Which attitude function is emphasised when someone adopts a belief to fit their self-concept? Adaptive Knowledge Value-expressive Ego-defensive 7. Cognitive dissonance refers to the discomfort arising from... Excessive agreement between attitudes and behaviour A mismatch between thoughts and behaviour A surplus of positive reinforcement Exposure to unfamiliar stimuli 8. Self-perception theory suggests that people infer their attitudes by... Reading authoritative texts Ignoring past actions Observing their own behaviour Waiting for explicit instruction 9. Classical conditioning in attitude formation involves... Pairing an object with positive or negative stimuli so it acquires that valence Continuous punishment until behaviour changes Observing peers to learn vicariously Providing rewards after correct responses only 10. Operant conditioning shapes attitudes by... Repeatedly exposing individuals to neutral stimuli Presenting ambiguous information without feedback Removing all consequences from choices Using reinforcement or punishment following behaviours toward an object 11. Mere exposure effects (Zajonc, 1968) show that repeated contact with a stimulus tends to... Have no impact on attitude formation Increase dislike for that stimulus Eliminate the need for conditioning Increase liking relative to less encountered stimuli 12. In the ice cream A/B slide, preference for the flavour seen more often illustrates... Variable reinforcement Ego-defensive processing Mere exposure Operant conditioning 13. Imitating a regional accent leading to more positive attitudes toward that accent (Adank et al., 2013) is an example of... Conditioning through punishment Attitude change via cognitive dissonance Central route persuasion Attitude shift through behavioural imitation 14. The central route in the Elaboration Likelihood Model (ELM) involves... Superficial cues like attractiveness of the source Random decision making without processing Distracted processing dominated by heuristics Careful scrutiny of message content and arguments 15. Which factor increases likelihood of central route processing? Low personal relevance of the message High distraction during message exposure Extremely weak arguments Strong motivation and ability to elaborate 16. Peripheral route persuasion is most associated with... Temporary shifts driven by superficial cues Durable attitude change based on strong arguments Systematic evaluation of evidence Rejection of all heuristic cues 17. Need for cognition (Cacioppo et al., 1996) is a target factor that... Measures sensitivity to social rejection Indicates susceptibility to punishment Reflects preference for effortful thinking Predicts aversion to any elaboration 18. Need for closure (Pierro et al., 2004) relates to... Seeking open-ended debate Preference for quick, definitive answers Avoidance of any decision-making Love of ambiguous puzzles only 19. A long advertisement filled with weak arguments but flashy visuals is likely relying on... High elaboration and careful scrutiny Peripheral cues rather than strong content Bilateral argument strength Central route processing 20. In the ELM, strong arguments are most effective when... The audience is unmotivated and distracted The audience processes via the central route The audience relies solely on heuristics The message is unrelated to personal relevance 21. Variable reinforcement in marketing (e.g., surprise rewards) aims to... Guarantee immediate attitude change without repetition Remove all positive reinforcement from offers Keep consumers engaged by intermittent rewards Reduce engagement through predictability 22. The "that's-not-all" technique in marketing works by... Presenting an extreme request then retreating Hiding extra costs after agreement Adding bonuses or reducing price to sweeten the deal before a decision Starting with a small request and escalating it 23. Low-ball techniques in advertising involve... Offering a great deal, then revealing hidden costs after initial agreement Using peer testimony as the main tactic Avoiding any mention of price Providing extra bonuses at the start 24. The foot-in-the-door technique relies on... A small agreed request followed by a related larger request A large initial request followed by a smaller one A single, all-or-nothing demand No prior interaction before the main request 25. Cognitive dissonance can motivate attitude change by prompting individuals to... Ignore conflicting information entirely Seek more punishment to justify behaviour Increase inconsistency between belief and behaviour Adjust either thoughts or behaviours to reduce mismatch 26. In operant conditioning for attitudes (Kim & Sundar, 2014), positive reinforcement after user actions... Builds positive attitudes by rewarding engagement Eliminates the role of personal relevance Works only when paired with punishment Weakens favourable attitudes toward the object 27. In the ELM, distraction typically... Makes strong arguments more persuasive Pushes processing toward the peripheral route Eliminates heuristic use entirely Increases scrutiny of message arguments 28. A value-expressive function of attitudes is evident when someone... Avoids threats to self-esteem Uses rewards to shape behaviour Chooses a brand to signal identity alignment Seeks information to predict outcomes 29. Ego-defensive functions of attitudes primarily help to... Protect self-esteem from threat or anxiety Achieve instrumental rewards Provide cognitive structure for prediction Express cultural values outwardly 30. The overarching lesson from the attitudes lecture is that... Attitudes are fixed traits unaffected by experience Attitudes form and change through multiple routes, functions, and learning mechanisms Only conditioning, not cognition, shapes attitudes Persuasion works only via source attractiveness Submit Quiz