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Chapter 7
Student: ___________________________________________________________________________
1. _______ is the process by which a message induces change in beliefs, attitudes or behaviors.
A. Compliance
B. Persuasion
C. Inoculation
D. The sleeper effect
2. Americans' support for the Iraq war increased after the war began mainly because of the
A. national support for our troops.
B. opposition from European countries.
C. discovery of weapons of mass destruction.
D. persuasive messages in the U.S. media.
3. Attitudes regarding the war with Iraq differ significantly depending on
A. personality factors.
B. gender.
C. the differing information received.
D. the type of persuasion used.
4. Hunter (2002) noted that culture shaping usually occurs _______, as cultural elites control the dissemination
of information and ideas.
A. bottom-up
B. top-down
C. in an egalitarian manner
D. according to the tenets of free speech
5. As an example of how persuasion can be used to promote healthier living, the CDC has reported that
smoking in the U.S. has ______ over the last 40 years.
A. stabilized
B. decreased by 23%
C. become more popular with teens
D. increased to 23%
6. According to the text, the factor that determines if we call attempts at persuasion "education" or
"propaganda" is whether or not
A. we believe them.
B. we know the communicator.
C. the message is emotional in tone.
D. the message is one-sided.
7. Which of the following must take place before a message is likely to persuade?
A. attention to the message
B. peripheral processing
C. central processing
D. education rather than propaganda
8. You are more likely to be persuaded when a message is
A. clear and easy to comprehend and the arguments are unconvincing.
B. difficult to comprehend and the arguments are unconvincing.
C. clear and easy to comprehend and the arguments are convincing.
D. difficult to comprehend and the arguments are convincing.
9. The _______ route to persuasion occurs when interested people focus on arguments.
A. peripheral
B. central
C. logical
D. image
10. The _____ route to persuasion occurs when people are influenced by incidental cues, such as a speaker's
attractiveness.
A. peripheral
B. central
C. logical
D. image
11. Sally is interested in purchasing a DVD player, and is overwhelmed by the many different models available
at her local electronics store. She decides to consult a magazine devoted to reviewing the quality of home
electronics. After reading a number of articles stating the pros and cons of each model, she decides on a DVD
player. Sally has been persuaded to purchase this particular DVD player because of the _______ route to
persuasion.
A. peripheral
B. central
C. logical
D. image
12. Suzy is interested in purchasing a DVD player, and is overwhelmed by the many different models available
at her local electronics store. She decides to purchase a shiny, metallic-looking model, as it is the best-looking
one in the store. Suzy has been persuaded to purchase this particular DVD player because of the _______ route
to persuasion.
A. peripheral
B. central
C. logical
D. image
13. We are more likely to be persuaded by the _______ route to persuasion when we are distracted or busy.
A. peripheral
B. central
C. logical
D. image
14. According to Myers, advertisers for beverages and clothing tend to adopt marketing strategies that use the
_______ route to persuasion.
A. peripheral
B. central
C. logical
D. image
15. According to Myers, advertisers for computers tend to adopt marketing strategies that use the ____ route to
persuasion.
A. peripheral
B. central
C. logical
D. image
16. Lately you have noticed that your favorite athlete is on your cereal box, highway billboards for sports
beverages, and television commercials for running shoes. What type of marketing strategy is being used to
persuade you to purchase these products?
A. intelligent
B. savvy
C. central route
D. peripheral route
17. Which route to persuasion is most likely to create long-lasting attitudes and behavioral changes?
A. peripheral
B. central
C. logical
D. image
18. Which route to persuasion is most likely to create superficial and temporary attitude and behavioral
changes?
A. peripheral
B. central
C. logical
D. image
19. Individuals who are typically regarded as thinking people may be inclined to use the peripheral route to
persuasion if
A. the speaker is young and vibrant.
B. the speaker seems to have ulterior motives.
C. the speaker has apparently good motives.
D. paid to do so.
20. Which one of the following is NOT one of the conditions under which a thinking person would adopt the
peripheral route to persuasion?
A. a lack of time and interest
B. when the speaker is articulate
C. when the speaker has several arguments
D. when the arguments are strong and compelling
21. Which of the following is NOT one of the primary elements of persuasion that social psychologists have
studied?
A. the communicator
B. the context
C. the message
D. how the message is communicated
22. A communicator is said to be _______ when he or she is perceived as both an expert and trustworthy.
A. honest
B. guileless
C. honorable
D. credible
23. If people remember the message better than the reason for discounting it, the impact of a noncredible person
may _______ over time.
A. change
B. stay the same
C. increase
D. decrease
24. When an initially discounted message becomes effective, a delayed impact of the message occurs. This is
called the _______ effect.
A. delayed reaction
B. short-term memory
C. sleeper
D. longevity
25. The _______ effect occurs when we remember the message but forget the reason for discounting it.
A. delayed reaction
B. short-term memory
C. sleeper
D. longevity
26. Speaking to a labor union, a pro-union professor's expertise seems to
A. increase.
B. decrease.
C. stay the same.
D. lose credibility.
27. Speaking to a huge anti-union retail store, an anti-union political candidate's expertise seems to
A. increase.
B. decrease.
C. stay the same.
D. lose credibility.
28. Researchers have found that trustworthiness is _______ if the audience believes the communicator is NOT
trying to persuade them.
A. lower
B. higher
C. average
D. absent
29. Eagly, Wood and Chaiken (1978) found that when an anti-business speech was said to be given by a proenvironmentalist, it was perceived as _______ and _______.
A. biased; persuasive
B. unbiased; persuasive
C. biased; unpersuasive
D. unbiased; unpersuasive
30. An audience is more likely to perceive a speaker as sincere when the
A. they are alert.
B. they are tired.
C. speaker argues an expected position.
D. speaker argues against their own self-interest.
31. You are attending a lecture by a banker and you expect her to advocate bank savings accounts. However,
she advocates stock investments instead. Since her message goes against her own self-interest, you perceive her
as _______ and the message as _______.
A. sincere; persuasive.
B. insincere; not persuasive.
C. sincere; not persuasive.
D. insincere; persuasive.
32. Miller and her colleagues (1976) reported a _______ relationship between trustworthiness and the rate at
which people speak.
A. positive
B. negative
C. neutral
D. curvilinear
33. Research has found that _______ speakers are rated as more objective, intelligent and knowledgeable.
A. dull
B. exciting
C. fast
D. slow
34. Which one of the following is NOT one of the characteristics that listeners typically attribute to fast
speakers?
A. objectivity
B. humor
C. intelligence
D. knowledgeable
35. When people deferred to credible experts, Cialdini (2000) called this the _______ principle of persuasion.
A. liking
B. authority
C. social proof
D. reciprocity
36. When people allowed the example of others to validate how to think, feel and act, Cialdini (2000) called this
the _______ principle of persuasion.
A. liking
B. authority
C. social proof
D. scarcity
37. When people tended to honor their public commitments, Cialdini (2000) called this the _______ principle of
persuasion.
A. liking
B. authority
C. social proof
D. consistency
38. Mei has many friends and easily influences people. She readily creates bonds with others based on similar
interests, and freely praises everyone around her. Mei practices which of Cialdini's (2000) persuasion
principles?
A. liking principle of persuasion
B. authority principle of persuasion
C. social proof principle of persuasion
D. consistency principle of persuasion
39. _______ is defined as having qualities that appeal to an audience.
A. Similarity
B. Scarcity
C. Authority
D. Attractiveness
40. We tend to like people who are like us. This exemplifies which characteristic of attractiveness?
A. liking
B. similarity
C. consistency
D. physical appeal
41. Arguments, especially emotional ones, are often more influential when they come from beautiful people.
This exemplifies which characteristic of attractiveness?
A. liking
B. similarity
C. consistency
D. physical appeal
42. When a choice concerns matters of personal value or ways of life, _______ communicators have more
influence.
A. dissimilar
B. expert
C. similar
D. disinterested
43. Brock (1965) found that paint store customers were more influenced by the testimony of an
A. ordinary person who recently bought the same amount of paint as them.
B. expert who recently bought 20 times as much as them.
C. ordinary person who recently bought 20 times as much as them.
D. expert who recently bought the same amount of paint as them.
44. Who is the most responsive to rational appeals?
A. well-educated and analytical people
B. well-educated and non-analytical people
C. less educated and analytical people
D. less educated and non-analytical people
45. Abelson and his colleagues (1982) found that voting preferences in the United States could be reasonably
predicted from voters'
A. political party of choice.
B. geographical residence.
C. beliefs about the candidates' traits and likely behaviors.
D. emotional reactions to the candidates.
46. Alicia has a fairly weak case to present to her supervisor. In order to be more persuasive, she should
A. arouse a small amount of fear.
B. put him in a good mood.
C. convince him her arguments are strong.
D. argue her own self-interests.
47. What is the effect of a fear-arousing communication?
A. Fear renders a communication ineffective.
B. Generally the more frightened people are, the more they respond.
C. Evoking a low level of fear is effective, but producing a high level of fear is not.
D. Fear appeals are effective with women but boomerang with men.
48. According to Aronson (1997), when fear aroused by a persuasive message is relevant to a pleasurable
activity (e.g., sex or smoking), the result is often
A. intensified fear.
B. reduced fear.
C. immediate behavioral change.
D. denial.
49. Fear-arousing messages work best when they
A. do not suggest a solution.
B. try to prevent a bad outcome, such as cancer.
C. try to promote a good outcome, such as fitness.
D. are framed in a positive manner.
50. In your marketing class, your assignment is to create an advertisement that will encourage people to buy
condom X over condom Y. Given your knowledge of persuasion, which strategy would be most effective?
A. An ad that reads "AIDS kills", along with a suggestion that condom X prevents it.
B. An ad that reads "AIDS kills", along with a suggestion that condom Y does not prevent it.
C. An ad that suggests condom X prevents AIDS.
D. An ad that suggests condom Y does not prevent AIDS.
51. Fear-arousing messages are most effective when they
A. cause only mild fear.
B. involve pleasurable activities.
C. offer a protective strategy.
D. are overwhelming.
52. According to Aronson, Turner and Carlsmith (1963), the effect of a large versus a small discrepancy
between the communicator and the receiver of a message depends on whether or not the
A. receiver of the message is emotionally invested in the topic.
B. receiver of the message is interested in the topic.
C. communicator of the message is credible.
D. communicator of the message is articulate.
53. Since Carmen is not a particularly prestigious or authoritative source on exercise, she should encourage her
father to exercise by suggesting he
A. completely overhaul his lifestyle.
B. complete a fitness program.
C. begin doing some limited exercises.
D. consult with a local gym.
54. Werner and his colleagues (2002) conducted a study on aluminum can recycling at the University of Utah
and found that the most effective message was a
A. one-sided one.
B. two-sided one.
C. discrepant one.
D. clear and unambiguous one.
55. When Werner and his colleagues (2002) placed signs on a campus with a two-sided message that not only
stated the importance of recycling but also acknowledged the inconvenience of it, recycling
A. increased to 80%.
B. increased to 25%.
C. decreased by 40%.
D. decreased by 90%.
56. Studies have shown that if people are aware of opposing arguments, a _______ presentation is more
persuasive and enduring.
A. one-sided
B. two-sided
C. discrepant
D. clear and unambiguous
57. The _______ effect refers to how information that is presented first usually has the most influence.
A. recency
B. primacy
C. channel
D. initial
58. The _______ effect refers to how information that is presented last can have the most influence.
A. recency
B. primacy
C. channel
D. final
59. When Asch (1946) presented students with a description of someone as "intelligent, industrious, impulsive,
critical, stubborn and envious", they rated the person _______ than if the opposite order of adjectives was
presented.
A. less positively
B. more positively
C. less attractive
D. more attractive
60. When Asch (1946) presented students with a description of someone as "intelligent, industrious, impulsive,
critical, stubborn and envious", they rated the person more positively than if the opposite order of adjectives
was presented. This demonstrates the _______ effect.
A. recency
B. primacy
C. channel
D. sleeper
61. When two messages are back to back, followed by a time gap, the _______ effect usually occurs.
A. recency
B. primacy
C. channel
D. sleeper
62. The way a message is delivered is what social psychologists refer to as the _______ of communication.
A. mode
B. route
C. channel
D. method
63. Forgetting creates the recency effect when
A. time has separated the two messages.
B. there is little time between the two messages.
C. the two messages are back to back
D. there are two opposing messages.
64. As a general rule of thumb, persuasion _______ as the significance and familiarity of the issue ______.
A. increases; decreases
B. decreases; increases
C. increases; increases
D. decreases; decreases
65. Studies comparing different sources of media found that the more _______ the media, the more persuasive
the message.
A. positive
B. negative
C. lifelike
D. intense
66. Researchers found that difficult messages are most persuasive when _______, and easy messages are most
persuasive when _______.
A. audiotaped; videotaped.
B. spoken; written
C. written; videotaped.
D. given slowly; given quickly
67. The process by which media influence often occurs through opinion leaders, who in turn influence others, is
referred to as
A. the sleeper effect.
B. an indirect channel of communication.
C. the opinion leader effect.
D. a two-step flow of communication.
68. Which of the following illustrates media influence through a two-step flow of communication?
A. A teenager buys a video game she saw advertised both on television and in her favorite magazine.
B. A domestic car manufacturer sponsors a television program about the defectiveness of many foreign imports.
C. A candidate for political office answers questions from members of a studio audience on live television.
D. A man buys a new laundry detergent after having it recommended by a friend, who had read that it was both
effective and environmentally safe in a consumer magazine article.
69. Chaiken and Eagly (1976) found that when a message was difficult to comprehend, persuasion was greatest
when the message was
A. written.
B. spoken.
C. written and spoken.
D. videotaped.
70. People with _______ self-esteem are the easiest to influence.
A. low
B. moderate
C. high
D. unstable
71. Which of the following is NOT a characteristic that plays a role in persuasion?
A. age
B. thoughtfulness
C. gender
D. self-esteem
72. People tend to have different social and political attitudes depending on their age because attitudes change
as people grow older. This refers to the _______ explanation for how age plays a role in persuasion.
A. generational
B. life cycle
C. age
D. time
73. People tend to have different social and political attitudes depending on their age because the attitudes older
people adopted when they were young persist through life largely unchanged. This refers to the _______
explanation for how age plays a role in persuasion.
A. generational
B. life cycle
C. age
D. time
74. In surveys conducted on groups of younger and older people over several years, the results supported the
_______ explanation for how age plays a role in persuasion.
A. generational
B. life cycle
C. age
D. time
75. The Bennington College study revealed that
A. views embraced at an impressionable time fade over a lifetime of experience.
B. college makes "good little liberals" out of us all.
C. college produces liberals out of 75% of its students.
D. views embraced at an impressionable time often survive a lifetime of experience.
76. Researchers found that California high school students did not change their attitudes in response to a talk
entitled "Why Teenagers Should Not Be Allowed to Drive" if they
A. had a moderate, rather than a high or low level of self-esteem.
B. were of lower intelligence.
C. were male.
D. had been forewarned that the talk was coming.
77. Darla wants to persuade her parents to help pay for a study trip abroad. She will have a more difficult time
succeeding if
A. her parents are forewarned of her intent to convince them.
B. she has the trip coordinator call to reassure them.
C. her parents are not particularly analytical.
D. her parents have a moderate level of self-esteem.
78. Nora, a single mom, needs to ask her parents for money. To minimize their objections to her request, she
should
A. warn them ahead of time of her need.
B. have her busy, distracting little toddler along when she makes her request.
C. write out her request for them to consider.
D. ask them on the telephone.
79. The motivation to think and analyze is referred to as the need for
A. contemplation.
B. thinking.
C. cognition.
D. central routes.
80. People who are quick to respond to peripheral cues, such as a communicator's attractiveness, are _______ in
the need for cognition.
A. low
B. average
C. high
D. slightly above average
81. Macy prefers classes with professors who are visually appealing and entertaining, rather than classes with
professors who are knowledgeable and effective communicators. Macy is probably _______ in the need for
cognition.
A. low
B. average
C. high
D. slightly above average
82. Research has concluded that stimulating thinking makes stronger messages _______ persuasive and
(because of counter arguing) weak messages _______ persuasive.
A. more; less
B. less; more
C. extremely; not at all
D. not at all; extremely
83. According to Myers, the most effective instructors
A. present information as simply as possible.
B. use fear-provoking tests to encourage study.
C. get their students to think actively.
D. are attractive and engaging.
84. Another term for a cult is a(n)
A. spinoff from a major religion.
B. sect.
C. new religious movement.
D. evil culture.
85. A cult has all of the following characteristics EXCEPT
A. a distinctive ritual and beliefs that are related to its devotion to a god or a person.
B. the use of mind-altering drugs.
C. isolation from the surrounding "evil" culture.
D. a charismatic leader.
86. Cults like Jim Jones's People's Temple typically recruit and retain members by using
A. the sleeper effect.
B. the foot-in-the-door phenomenon.
C. the recency effect.
D. attitude inoculation.
87. People most vulnerable to cults are usually
A. under the age of 15.
B. over the age of 30.
C. lower-class.
D. under the age of 25 and facing a personal crisis
88. Frank (1982) noted that psychotherapy is similar to cults and zealous self-help groups because they provide
all of the following EXCEPT
A. isolation from the outside world.
B. supportive, confiding social relationships.
C. an offer of expertise and hope.
D. a set of rituals and learning experiences that promises a new sense of happiness.
89. Kiesler (1971) recommended that one way to stimulate people's thinking so that they become more
committed to their positions is to
A. mildly attack their position.
B. strongly attack their position.
C. mildly support their position.
D. strongly support their position.
90. Exposing people to weak attacks on their attitudes, which then stimulates thinking in support of the initial
attitude is known as
A. central route persuasion.
B. attitude inoculation.
C. psychological reactance.
D. the boomerang effect.
91. The text indicates that inoculation procedures have been successful in
A. increasing drivers' use of seat belts.
B. reducing children's aggression.
C. reducing teenage smoking rates.
D. increasing adults' charitable contributions.
92. Research on attitude inoculation suggests that religious educators are wise to avoid
A. the two-step flow of communication.
B. forewarnings to their followers that outsiders will question their beliefs.
C. using charismatic leaders to attract new converts.
D. creating a "germ-free ideological environment."
93. Inoculation research suggests that children
A. are not persuaded by television advertising.
B. fail to grasp the persuasive intent of commercials.
C. use the central route to persuasion.
D. are skeptical of television advertising.
94. Darley and Cooper (1972) found that when students were invited to write essays advocating a strict dress
code, which was against the students' own positions, the students were
A. willing to write the essays.
B. willing to write the essays if they were paid.
C. not willing to write the essays.
D. not willing to write the essays even if they were paid.
95. Darley and Cooper (1972) found that when students were invited to write essays advocating a strict dress
code, which was against the students' own positions, the students were not willing to write the essays even if
they were paid. After turning down the money, the students became
A. agitated.
B. less confident in their decision.
C. more confident in their decision.
D. annoyed at those students who were willing to write the essay.
96. Persuasion be resisted by
A. keeping one's own opinions private.
B. making a public commitment to one's own position.
C. attacking the opposite position.
D. being closed to all arguments.
Critical Thinking Questions
97)
Define both central and peripheral routes to processing. Provide an example of each, and
suggest when each is most appropriate.
98)
Describe a familiar television commercial and analyze the elements of persuasion that it
uses. Does it promote and/or assume central or peripheral route processing?
99)
Describe the ways in which a television sales person will seek to enhance his or her
perceived credibility in your eyes. Keep in mind the two components of credibility when developing
your answer.
100)
When would it be best to present a persuasive appeal to an audience that was in a good mood
versus a bad mood? Why?
101)
You have been hired to develop an informational campaign to prevent junior high school
students from taking up smoking. Your boss wants you to use a scare-tactic approach. What must
you do to construct a fear-appeal that is maximally effective?
102)
Describe how the two-step flow of communication would operate if you were about to purchase
an automobile.
Describe how both self-esteem and age play a role in persuasion. Be sure to compare and
contrast the life cycle explanation and the generational explanation.
103)
104)
Explain the principles and techniques you would use to become a cult leader.
105)
Explain attitude inoculation and how it affects persuasive appeals.