TB8 SPA Lecture 2; Power in advertising

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  • Created by: mint75
  • Created on: 30-04-16 11:08

1. Which combination won overall in Rossiter & Percy (1980)?

  • Source variables and implicit belief claims
  • High visual emphasis and explicit belief claims
  • High visual emphasis and implicit belief claims
  • Target variables and low visual emphasis
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Other questions in this quiz

2. What are the four components of Protection Motivation theory?

  • Attitudes, Subjective norms, perceived behavioural control, intentions
  • Prob of occurence, outcome severity, efficacy of coping response, self-efficacy expectancy
  • Self-efficacy, comprehension, attitudes, persuasion
  • Beliefs, values, morals, motivation

3. In McGuires internal process of persuasion, what are the 3 stages?

  • Implicitness, Acceptance and Comprehension (type of message)
  • Implicitness, Comprehension (type of message) and Acceptance
  • Attention (credibility of source info), Comprehension (type of message) and Acceptance
  • Attention (credibility of source info), Implicitness, Acceptance

4. In Maddux & Rogers (1983), which of these was NOT a variable in the 2x2x2x2 design?

  • Self-efficacy expectancy of performing the coping response
  • Probability of occurence of threatened event
  • Response severity
  • Efficacy of coping response
  • Outcome severity

5. In Maddux & Rogers (1983), what was the main effect for efficacy of coping response

  • High efficacy = greater expectation that quitting will avoid ill effects
  • Interaction = bigger effect of belief in outcome severity for high-self efficacy groups > low
  • High probability = higher expectancy of developing ill effects of smoking

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