Psychology of Advertising Practise Exam (100 questions about the book by Fennis and
Stroebe, answer key at the end):
1. According to Fennis and Stroebe (2021), which is an example of a central route to
persuasion?
a) Using vivid colors and emotional appeals
b) Providing strong, logical arguments
c) Including celebrity endorsements
d) Offering discounts on the product
2. Which is NOT a factor that affects advertising effectiveness, according to the book?
a) Consumer mood
b) Personal relevance of the message
c) The color of the product packaging
d) The consumer’s need for cognition
3. What is the most significant advantage of using the dual-process model of persuasion in
advertising?
a) It allows advertisers to target consumers with high involvement
b) It provides clear guidance on emotional appeal use
c) It explains both conscious and unconscious consumer processing
d) It reduces the need for consumer segmentation
4. According to the Elaboration Likelihood Model (Petty & Cacioppo, 1986), which condition
increases the likelihood of central processing?
a) Low involvement
b) High involvement
c) Emotional appeals
d) Simple repetition
5. When a consumer sees an advertisement repeatedly and becomes familiar with the brand,
they experience which psychological effect?
a) Mere exposure effect
b) Fluency
c) Evaluative conditioning
d) Cognitive dissonance
6. Which type of consumer response is most likely to occur when an ad focuses on emotional
appeals?
a) Cognitive response
b) Behavioral response
c) Affective response
d) Neutral response
, 7. What is the primary goal of fear-arousing advertisements?
a) To increase attention to the message
b) To evoke anger in the viewer
c) To make the consumer feel guilty
d) To distract the consumer from the competition
8. In the Cognitive Response Model, what role do counterarguments play?
a) They strengthen the consumer's resistance to persuasion
b) They reduce the consumer’s ability to recall the ad
c) They help consumers agree with the ad message
d) They weaken the emotional appeal of the advertisement
9. Which advertising tactic is most likely to result in long-term brand recall?
a) Repeated exposure
b) Using attractive endorsers
c) Including vivid images
d) Using complex language
10. According to the book, what is the primary function of advertising in the introductory phase
of a product's life cycle?
a) Build brand loyalty
b) Stimulate brand awareness
c) Focus on brand differentiation
d) Emphasize emotional connections
11. When does evaluative conditioning in advertising occur?
a) When a brand is paired with positive stimuli repeatedly
b) When consumers are provided with logical arguments
c) When a consumer evaluates the message critically
d) When familiarity leads to preference
12. What effect does using incongruent imagery in advertising have on consumer processing?
a) It increases consumer resistance to the message
b) It attracts attention and enhances memory recall
c) It creates confusion and decreases persuasion
d) It leads to automatic processing of the message
13. In terms of memory, which advertising strategy is most effective at creating associations
between the brand and positive emotions?
a) Repetition
b) Vivid imagery
c) Emotional storytelling
d) Humor
Stroebe, answer key at the end):
1. According to Fennis and Stroebe (2021), which is an example of a central route to
persuasion?
a) Using vivid colors and emotional appeals
b) Providing strong, logical arguments
c) Including celebrity endorsements
d) Offering discounts on the product
2. Which is NOT a factor that affects advertising effectiveness, according to the book?
a) Consumer mood
b) Personal relevance of the message
c) The color of the product packaging
d) The consumer’s need for cognition
3. What is the most significant advantage of using the dual-process model of persuasion in
advertising?
a) It allows advertisers to target consumers with high involvement
b) It provides clear guidance on emotional appeal use
c) It explains both conscious and unconscious consumer processing
d) It reduces the need for consumer segmentation
4. According to the Elaboration Likelihood Model (Petty & Cacioppo, 1986), which condition
increases the likelihood of central processing?
a) Low involvement
b) High involvement
c) Emotional appeals
d) Simple repetition
5. When a consumer sees an advertisement repeatedly and becomes familiar with the brand,
they experience which psychological effect?
a) Mere exposure effect
b) Fluency
c) Evaluative conditioning
d) Cognitive dissonance
6. Which type of consumer response is most likely to occur when an ad focuses on emotional
appeals?
a) Cognitive response
b) Behavioral response
c) Affective response
d) Neutral response
, 7. What is the primary goal of fear-arousing advertisements?
a) To increase attention to the message
b) To evoke anger in the viewer
c) To make the consumer feel guilty
d) To distract the consumer from the competition
8. In the Cognitive Response Model, what role do counterarguments play?
a) They strengthen the consumer's resistance to persuasion
b) They reduce the consumer’s ability to recall the ad
c) They help consumers agree with the ad message
d) They weaken the emotional appeal of the advertisement
9. Which advertising tactic is most likely to result in long-term brand recall?
a) Repeated exposure
b) Using attractive endorsers
c) Including vivid images
d) Using complex language
10. According to the book, what is the primary function of advertising in the introductory phase
of a product's life cycle?
a) Build brand loyalty
b) Stimulate brand awareness
c) Focus on brand differentiation
d) Emphasize emotional connections
11. When does evaluative conditioning in advertising occur?
a) When a brand is paired with positive stimuli repeatedly
b) When consumers are provided with logical arguments
c) When a consumer evaluates the message critically
d) When familiarity leads to preference
12. What effect does using incongruent imagery in advertising have on consumer processing?
a) It increases consumer resistance to the message
b) It attracts attention and enhances memory recall
c) It creates confusion and decreases persuasion
d) It leads to automatic processing of the message
13. In terms of memory, which advertising strategy is most effective at creating associations
between the brand and positive emotions?
a) Repetition
b) Vivid imagery
c) Emotional storytelling
d) Humor
