MKTG 430 CH. 6 UPDATED ACTUAL QUESTIONS AND
CORRECT ANSWERS
Question:
1. The _____ is a planning tool that can be used by marketers to consider how controllable elements of the
communications process interact with the consumers' response process.
A. dissonance/attribution model
B. persuasion matrix
C. AIDA model
D. response model
E. elaboration likelihood model (ELM)
Answer:
B. persuasion matrix
Question:
2. A mobile phone company uses Catherine Zeta-Jones in all of its print and broadcast advertising. The
extremely attractive and talented English-born actress is used because she is more likely to attract the
potential consumers of mobile phones. In terms of the response stages of the persuasion matrix, the mobile
phone company is trying to influence:
A. reception.
B. channel.
C. attention.
D. presentation.
E. behavior.
Answer:
C. attention
Question:
3. Marketers try to select spokespeople whose traits will maximize their message influence. According to
Herbert Kelman, the three categories of source attributes that should be considered during the selection
process are:
A. power, image, and knowledge.
B. credibility, attractiveness, and power.
C. knowledge, fee, and recognizability.
D. consistency, credibility, and continuity.
E. credibility, recognizability, and individuality.
Answer:
B. credibility, attractiveness, and power.
,Question:
4. Marketers who try to select spokespeople whose traits will maximize their message influence are
concerned about their credibility. The two important dimensions associated with credibility are:
A. consistency and image.
B. image and trustworthiness.
C. recognizability and expertise.
D. expertise and trustworthiness.
E. image and expertise.
Answer:
D. expertise and trustworthiness.
Question:
5. _____ is the process where the receiver adopts the opinion of the credible communicator since he or she
believes information from this source is accurate.
A. Identification
B. Compliance
C. Internalization
D. Conformity
E. Yielding
Answer:
C. Internalization
Question:
6. A marketer of supercomputers would recruit individuals with backgrounds in computer science and
engineering to work as salespeople in order to ensure its sales force has high levels of:
A. expertise.
B. trustworthiness.
C. attractiveness.
D. attention.
E. yielding.
Answer:
A. expertise.
Question:
7. The owner of Shane Corporation, a jewelry retail chain, is the voiceover on all of his stores'
commercials. He explains how his company differs from other chain stores and gives advice on buying
jewelry. Because he is recognized as a professional jewelry expert, his appearance in his company's ads
can enhance the ads' source:
A. credibility.
B. attractiveness.
C. power.
D. recognizability.
E. likability.
Answer:
A. credibility.
, Question:
8. Which of the following statements is true about source credibility?
A. High credibility sources are always more effective than low credibility sources.
B. The use of a low credibility source is more effective when the audience has an unfavorable initial
opinion or attitude on the issue.
C. The persuasiveness of a low credibility source may decline over time due to the sleeper effect
phenomenon.
D. A low or moderately credible source can be more effective than a high credibility source when the
receiver has a favorable initial attitude or opinion.
E. Low credibility sources are more effective than high credibility sources when they are arguing for a
position opposing their own best interest.
Answer:
D. A low or moderately credible source can be more effective than a high credibility source when the
receiver has a favorable initial attitude or opinion.
Question:
9. When can a high credibility source be less effective than a moderately credible source?
A. When a receiver has an unfavorable initial attitude or position on the issue.
B. When a receiver has a favorable initial attitude or position on the issue.
C. When the source is arguing for a position that is not in line with his or her own best interest.
D. When the high credibility source is a celebrity.
E. High credibility sources are always more effective than low credibility sources.
Answer:
B. When a receiver has a favorable initial attitude or position on the issue.
Question:
10. The notion that a low credibility source may be just as effective as a high credibility source with the
passing of time is known as the:
A. sleeper effect.
B. time/place consequence.
C. identification outcome.
D. decay effect.
E. mirage effect.
Answer:
A. sleeper effect.
Question:
11. The source characteristic of attractiveness encompasses:
A. power, expertise, and recognizability.
B. similarity, likeability, and familiarity.
C. comfort, recognizability, and beauty.
D. beauty, familiarity, and recognizability.
E. expertise, familiarity, and comfort.
Answer:
B. similarity, likeability, and familiarity.
CORRECT ANSWERS
Question:
1. The _____ is a planning tool that can be used by marketers to consider how controllable elements of the
communications process interact with the consumers' response process.
A. dissonance/attribution model
B. persuasion matrix
C. AIDA model
D. response model
E. elaboration likelihood model (ELM)
Answer:
B. persuasion matrix
Question:
2. A mobile phone company uses Catherine Zeta-Jones in all of its print and broadcast advertising. The
extremely attractive and talented English-born actress is used because she is more likely to attract the
potential consumers of mobile phones. In terms of the response stages of the persuasion matrix, the mobile
phone company is trying to influence:
A. reception.
B. channel.
C. attention.
D. presentation.
E. behavior.
Answer:
C. attention
Question:
3. Marketers try to select spokespeople whose traits will maximize their message influence. According to
Herbert Kelman, the three categories of source attributes that should be considered during the selection
process are:
A. power, image, and knowledge.
B. credibility, attractiveness, and power.
C. knowledge, fee, and recognizability.
D. consistency, credibility, and continuity.
E. credibility, recognizability, and individuality.
Answer:
B. credibility, attractiveness, and power.
,Question:
4. Marketers who try to select spokespeople whose traits will maximize their message influence are
concerned about their credibility. The two important dimensions associated with credibility are:
A. consistency and image.
B. image and trustworthiness.
C. recognizability and expertise.
D. expertise and trustworthiness.
E. image and expertise.
Answer:
D. expertise and trustworthiness.
Question:
5. _____ is the process where the receiver adopts the opinion of the credible communicator since he or she
believes information from this source is accurate.
A. Identification
B. Compliance
C. Internalization
D. Conformity
E. Yielding
Answer:
C. Internalization
Question:
6. A marketer of supercomputers would recruit individuals with backgrounds in computer science and
engineering to work as salespeople in order to ensure its sales force has high levels of:
A. expertise.
B. trustworthiness.
C. attractiveness.
D. attention.
E. yielding.
Answer:
A. expertise.
Question:
7. The owner of Shane Corporation, a jewelry retail chain, is the voiceover on all of his stores'
commercials. He explains how his company differs from other chain stores and gives advice on buying
jewelry. Because he is recognized as a professional jewelry expert, his appearance in his company's ads
can enhance the ads' source:
A. credibility.
B. attractiveness.
C. power.
D. recognizability.
E. likability.
Answer:
A. credibility.
, Question:
8. Which of the following statements is true about source credibility?
A. High credibility sources are always more effective than low credibility sources.
B. The use of a low credibility source is more effective when the audience has an unfavorable initial
opinion or attitude on the issue.
C. The persuasiveness of a low credibility source may decline over time due to the sleeper effect
phenomenon.
D. A low or moderately credible source can be more effective than a high credibility source when the
receiver has a favorable initial attitude or opinion.
E. Low credibility sources are more effective than high credibility sources when they are arguing for a
position opposing their own best interest.
Answer:
D. A low or moderately credible source can be more effective than a high credibility source when the
receiver has a favorable initial attitude or opinion.
Question:
9. When can a high credibility source be less effective than a moderately credible source?
A. When a receiver has an unfavorable initial attitude or position on the issue.
B. When a receiver has a favorable initial attitude or position on the issue.
C. When the source is arguing for a position that is not in line with his or her own best interest.
D. When the high credibility source is a celebrity.
E. High credibility sources are always more effective than low credibility sources.
Answer:
B. When a receiver has a favorable initial attitude or position on the issue.
Question:
10. The notion that a low credibility source may be just as effective as a high credibility source with the
passing of time is known as the:
A. sleeper effect.
B. time/place consequence.
C. identification outcome.
D. decay effect.
E. mirage effect.
Answer:
A. sleeper effect.
Question:
11. The source characteristic of attractiveness encompasses:
A. power, expertise, and recognizability.
B. similarity, likeability, and familiarity.
C. comfort, recognizability, and beauty.
D. beauty, familiarity, and recognizability.
E. expertise, familiarity, and comfort.
Answer:
B. similarity, likeability, and familiarity.
