ExamTests with Psychology of Advertising at Leiden University - 2018/2019

MC-questions

Question 1

Fill in the blanks: Memory interference for advertisements and brands is mainly caused by ... and ...

1. similar products; different contexts
2. different products; similar contexts
3. different products; different contexts
4. similar products; similar contexts

Question 2

When you hear the slogan, “I’m lovin’ it”, you immediately think of McDonald’s. You remember that the McDonald’s logo is made up of two “golden arches”. What kind of memory are you retrieving?

1. Episodic memory
2. Semantic memory
3. Procedural memory
4. Brand memory

Question 3

Fear-arousing appeals are most effective when....

1. The threat is sufficiently attention-grabbing
2. There is a recommended action to address the threat
3. Individuals perceive the threat as highly likely to occur
4. Individuals are primed with an approach-oriented goal

Question 4

Both the information processing model of McGuire (1968) and the Cognitive Response Model (Greenwald, 1968) have a problem that the Elaboration Likelihood Model (Petty & Cacioppo, 1986) and Heuristic Systematic Model (Chaiken, 1980) solve. What is that problem?

1. That peripheral/heuristic processing is required for behavior change
2. That cognition is centrally important for behavior change
3. That central/systematic processing is required for behavior change
4. That affect is centrally important for behavior change

Question 5

When product information in advertising is congruent with one’s self-schema:

1. Persuasion depends on strong arguments
2. This motivates the consumer to process information more fully
3. Answers a. and b. are both true
4. Answers a. and b. are both untrue

Question 6

Which of the following statements is true about explicit and implicit attitudes?

1. Attitudes revealed with an explicit measure and attitudes revealed with an implicit measure can sometimes differ
2. Implicit attitudes can influence an individual’s actions outside of conscious control
3. Implicit attitudes can be seen as your true attitudes
4. Both a. and b. are true

Question 7

Of which principle of Power Brands is the above schema an example?

1. Principle of massclusivity
2. Principle of incompatible worlds
3. Principle of conflict
4. Principle of the magical mission

Question 8

Using nice scents during a demonstration of a new product, is an example of

1. Affect-as-information
2. Evaluative conditioning
3. Fluency
4. Familiarity effect

Question 9

Imagine that, as an advertiser, you want to broadcast a commercial for Nike on Times Square in New York. What are, according to Fennis and Stroebe (2016), three potential ways to draw involuntary attention of consumers?

1. By using attractive, similar, or famous endorsers
2. By using colors, music, or familiar stimuli
3. By using humor, easy-to-read text, or sounds
4. By using salient, vivid, or novel stimuli

Question 10

According to Cees Wijnnobel, what are the three ingredients for an effective advertising campaign?

1. Impact, Attractiveness, and Mental availability
2. Impact, Growth, and Relevance
3. Impact, Relevance, and Credibility
4. Attractiveness, Mental availability, and Relevance

Open questions

Imagine that you want to investigate people’s implicit attitudes towards Levi's by using an Implicit Association Test (IAT).

Question 1

How does the IAT work in general?

Question 2

How would you apply this method to answer your research question?

Question 3

What outcome would you expect if people have positive implicit attitudes about Levi's?

Answer indication MC-questions

1. D
2. B
3. B
4. C
5. C
6. D
7. C
8. B
9. D
10. C

Answer indication Open questions

Question 1

The IAT uses reaction times to assess people’s implicit attitudes. It assesses the strength of an association between two concepts with positive and negative evaluations. The speed with which people associate a specific concept with either a positive or negative evaluation indicates their implicit attitude towards this concept.

Question 2

Participants are presented with words on a computer screen that fall into four categories: Levi's related words, words related to another store, positive words and negative words. In the first trial, participants are required to press a key (e.g., Z) when a presented word is a Levi's related word or a positive word, and to press another key (e.g., M) when a presented word is a word related to another store or a negative word. In a second trial the task is reversed (Levi's with negative and other store with positive).The computer records the response latencies for each of the categorizations.

Question 3

If participants have a positive attitude towards Levi's, response times will be shorter when Levi's related words share the same key with positive words than with negative words.