Comms 411 Final Exam Questions with 100% Accurate Answers Scored A+
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Comms 411
Institution
Comms 411
The 3 Dimensions of Persuasion - CORRECT ANSWER-attitude, behavior, and persistence
Persuasion Without Effort - CORRECT ANSWER-For example, after the movie Top Gun became a hit sales of aviator style sunglasses went through the roof
Elaboration-Likelihood Model - CORRECT ANSWER-Petty & Caciop...
Comms 411 Final Exam Questions with
100% Accurate Answers Scored A+
The 3 Dimensions of Persuasion - CORRECT ANSWER-attitude, behavior, and
persistence
Persuasion Without Effort - CORRECT ANSWER-For example, after the movie Top
Gun became a hit sales of aviator style sunglasses went through the roof
Elaboration-Likelihood Model - CORRECT ANSWER-Petty & Cacioppo
There are two main routes through which people might be persuaded
Elaboration-Likelihood Model: Central Route - CORRECT ANSWER-Central Route:
Cognitive, highly rational route. People tend to think about the message and medium
more closely, and develop counter arguments. This is a likely route when people
anticipate encountering a counter-attitudinal message. Difficult to change, but more
persistent once change occurs.
When looking for more effective health messages, we aimed for central processing, for
a more persistent change.
Elaboration-Likelihood Model: Peripheral Route - CORRECT ANSWER-Peripheral
Route: Limited cognitive effort. Persuasion occurs through certain cues that may or may
not be relevant to the message. Persuasion is easier, but less persistent (and more
open to change in the future).
Many advertisers use creative and attention-grabbing concepts to try to persuade
peripherally, since central processing takes considerably more effort (and may go
beyond the time/space that the ad allows).
The Landscape Model - CORRECT ANSWER-Yan and Roskos-Ewoldson.
, As people watch movies, they survey the "landscape" to comprehend the plot. Direct
involvement in the plot can trigger explicit memory (central involvement had the highest
involvement), while brands in the periphery may trigger implicit memory.
Cultivation Theory - CORRECT ANSWER-Gerbner.
The world of media entertainment presents a particular view of social reality, and steady
viewing of this reality can change an individual's views on (or reactions to) the real
world.
Gerbner's Mean World Theory - CORRECT ANSWER-"The repetitive 'lessons' we learn
from television, beginning with infancy, are likely to become the basis for a broader
world view, making television a significant source of general values, ideologies, and
perspectives as well as specific assumptions, beliefs, and images.... One example of
this is what we have called "mean world" syndrome.... or the image of a relatively mean
and dangerous world
Gerbner: Mainstreaming - CORRECT ANSWER-Over time, Gerbner believes that the
differences that might be expected on the basis of group membership become less
pronounced because everyone is being similarly cultivated by media messages.
Cultural differences can fade amongst groups.
Gerbner: Resonance - CORRECT ANSWER-When an individual's real life environment
strongly resembles the environment depicted in the media, such persons receive a
"double dose" of the effect, making the impact of media cultivation particularly likely.
Living in a high crime neighborhood.
Issues with Gerbner's Theories - CORRECT ANSWER-Gerbner's theories have been
around for a while, but they are difficult to test, because he is talking about LONG
TERM effects, which makes lab study near impossible. Also, there's the issue that
Gerbner claims to measure "fear of victimization," when he's actually measuring
"perceptions of the probability of being victimized."
For example: He thinks he is measuring how afraid someone is of being mugged, when
he's actually measuring how likely someone thinks they are to get mugged. Does that
make sense?
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