TB8, L2 - Advertising

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1. Vskul, Sherman and Fitzgibbon (2009) found that:

  • Both British and Asian participants responded best to gain-framed adverts
  • British participants responded best to loss-framed adverts; Asian participants responded best to gain-framed adverts
  • British participants responded best to gain-framed adverts; Asian participants responded best to loss-framed adverts
  • Both British and Asian participants responded best to loss-framed adverts
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2. What is the first stage of the "3 stages of psychological exposure"?

  • Paying attention
  • Changing behaviour
  • Recognising something has been seen before
  • Understanding message

3. Rossiter and Percy (1980) found that:

  • Implicit messages are more effective than explicit messages
  • Positive music can be used to change attitude toward a product
  • Visual saliency of an advert decreases the effect of written information
  • None of the above

4. In Azjen's theory of planned behaviour, control beliefs feed into:

  • Intention
  • Behavioural control
  • Subjective norms
  • Attitude towards behaviour

5. Maddux and Rogers (1983) found:

  • There was a high interaction between probability, coping response and self efficacy
  • None of the above
  • There was no interaction between probability, coping response and self efficacy
  • There was a high interaction between outcome severity, coping response and self efficacy

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