Sleeper Effect – Psychology Test
The key terms of Psychology Test include, Consumer Behavior, Sleeper Effect, Mousetrap Corp, comparative advertising, framing, planned behavior, peripheral route to persuasion.
Mousetrap Corp.’s new advertisements feature Harris, a celebrity. Harris endorses the firm’s products and claims that the products work wonders. Some consumers who were dissatisfied with the firm’s products view the ad and think that he had been paid to present a positive picture of Mousetrap Corp. In this scenario, the consumers’ responses are examples of _____.
the endowment effect
source attractiveness
source derogations
the sleeper effect
one-sided messages
The mere exposure effect results in:
an increased understanding of the cognitions in an argument.
raised attention levels toward the message.
familiarity leading to liking the object.
an increased number of associations attached to the schema.
attachment of several favorable associations to the schema.
A TV commercial for a local blood bank features a young boy in urgent need of a blood transfusion. The commercial makes viewers feel guilty about not donating blood. This ad is using _____.
an analogy
fear appeal
product placement
the sleeper effect
comparative advertising
A two-sided message is one that:
contains both positive and negative information.
contains information from two different sources.
has both hedonic and utilitarian aspects.
uses two types of comparative advertising.
opens up communication between two sources.
Expectancy-value models are analytical processes that explain:
the different levels of abstractness in the associations that a consumer has about concepts.
the beliefs or knowledge consumers have about an object or action.
how fear or anxiety are elicited by stressing negative consequences.
how losses loom larger than gains for consumers even when the two outcomes are of the same magnitude.
how consumers’ cultures can vary along four main value dimensions.
In the context of high effort, explain the major factors that have been found to lead to a positive attitude toward an ad.
Attitude towards the ad is considered in two dimensions – utalitarian, which indicates how informative the ad was(influenced by how reliable the source is, how strong was the message), and hedonic, which indicates whether ad creates positive or nagative emotions(was there an emotional appeal in the ad that generated response, whether the source is attractive)
Explain the theory of planned behavior.
This is the theory that links person’s beliefs and behavior. A person’s intention to engage in the behavior depend on his/her beliefs and his/her evaluation of this beliefs in the context of such behavior, which involves consideration of the outcomes of the behavior
Briefly explain the peripheral route to persuasion.
The attitude of the person is influenced by factors, other than key message arguments, e.g. attractiveness of the source.
Briefly explain thin-slice judgments based on brief observations with examples.
Thin-slice judgments are when the pattern is found based on a very limited sample.
E.g. the salad in the restaurant was not good, so the customer assumes that chef is not qualified enough and other courses will not be delisious as well.
In the context of involving messages, briefly explain a self-referencing strategy.
Self-refferencing strategies are those that involve making associations between the message and person’s experience or self-concept
Explain how the recall of brands can have an impact on decision-making.
Recalling the brand leads to consumer’s familiarity with it and, potentially, brand preference.
Explain the inverted-U relationship between knowledge and search.
Your Answer:
Explain the situational factors that might affect consumers’ search process.
The consumers in different situations may have different abilities and opportunities to search. These factors are time constrain, information available, amount of information to process, it’s format, demographic to which consumer belongs, consumer knowledge, cognitive abilities, etc.
In the context of judgments about likelihood and goodness and badness, briefly explain the anchoring and adjustment process.
The consumer makes an initial valuation about the product, and based on that marketers can adjust it giving a new information to support or counter initial opinion
Describe framing and give an example of decision framing in consumer decision-making.
Framing is the way of presenting a choice to consumer.
E.g. if you go to car salon to want to buy a car, a sales person tells you all about its great features, but when you go to second salon,