Dana is watching television when a commercial for a

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42. Dana is watching television when a commercial for a brand of bathroom cleaner comes on. She is not very interested in the product category, but the ad was entertaining and made her laugh. As a result, she had a positive attitude toward the brand of cleaner advertised. According to the elaboration likelihood model, which route to persuasion influenced Dana? A. primary route B. secondary route C. central route D. peripheral route倾倾倾倾 E. indirect route 43. Generally speaking, compared to attitudes formed under the peripheral route, attitudes formed under the central route tend to be _____. 11-9
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Chapter 11 - Attitudes and Influencing Attitudes 44. Addison is a brand manager and wants consumers to form attitudes that are strong, resistant to counterpersuasion attempts, more accessible from memory, and more predictive of behavior. Which route of the elaboration likelihood model should he encourage consumers to take? 45. _____ is the first strategy a loyal consumer uses when their favorite brand is attacked with negative information. 46. A loyal consumer will often use _____ to protect their brand by reducing the importance they put on a given attribute. A. avoiding B. discrediting C. discounting倾倾倾倾倾倾倾倾倾倾 D. containment E. skipping 47. _____ is used by loyal consumers, whereby they "seal off" 倾倾the negative information as a way to quarantine. 倾倾 48. The source of a communication represents _____. 11-10
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Chapter 11 - Attitudes and Influencing Attitudes 49. _____ consists of trustw orthiness and expertise. 50. Dr. Rosenfeld is the doctor on Sunday House Call , a Sunday morning health program on the Fox News channel. Dr. Rosenfeld is highly esteemed in his field and provides up-to-date medical information for viewers. Sometimes he recommends specific products, and Valerie, a regular viewer of the program, trusts what he says or recommends because he doesn't seem to have an apparent motive to mislead viewers. Which characteristic does Dr. Rosenfeld possess? A. source credibility B. source derogation C. source experience D. source likeability E. source attractiveness
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  • Fall '12
  • Pantel
  • d., B., c., E.

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Christopher Reinemann
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