BCOM 3360 – Exam 3 Review – Flashcards
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In a case study, psychologists found that horse racing fans become more confident that their horses would win after placing a bet. Which principle of influence does this example illustrate?
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consistency
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Which of the following components is likely to be included in the structure of a mass sales message?
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an attempt to generate interest
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Which principle of influence operates on the idea that people think there is limited availability of something they want or need, so they must act quickly?
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scarcity
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The term ______ refers to the reasons why your product, service, or idea really benefits your readers.
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rationale
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To be able to craft messages that persuade people to modify their ideas or actions, you need to spend a signiFcant amount of time
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analyzing the audience
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Which of the following is the first task of most persuasive messages?
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gaining attention
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In the context of mass sales messages, what is the last step in the AIDA approach?
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call to action
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In a persuasive message, what is the next task after you finish stating the need?
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offering a solution
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Which of the following is true of the call to action in persuasive messages?
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The call to action is the concluding step in persuasive messages
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External persuasive messages tend to
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be based on emotional appeals
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In the AIDA approach, "I" stands for
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interest
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When a business message provides the rationale for a request before making the specific request, the message is said to be
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indirect
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Most persuasive messages are said to be implicit because they
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require readers to read between lines to understand the entire meaning.
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Harry is brand-conscious and has been very loyal to Revy Jeans. Leroi is a famous Hollywood star who is Harry's idol. Leroi signs an endorsement deal with Ace, a company that sells jeans, and starts appearing in the company's advertising. After seeing these ads, Harry shifts his loyalty from Revy Jeans to Ace. Which principle of influence has affected Harry?
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authority
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When writing to customers, which of the following voices will force you to consider their needs and wants?
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you-voice
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You can help readers feel that your message impacts them on a personal level by combining specificity with
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you-voice
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In an effective external persuasive message, the appreciation statement
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anticipates the thoughts of skeptical readers
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What is the main problem with using manipulation to persuade?
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It is deceptive
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Haresh writes a persuasive message that employs the I-voice most of the time. As a result, the audience is likely to infer that Haresh
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is self-centered and concerned mainly about his own interests.
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The principle of influence known as social proof refers to the idea that people
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determine what is right, correct, or desirable by seeing what others do.
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In the AIDA approach, after gaining attention, the next step is to
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build interest and curiosity
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When statements in a business message contain full and unambiguous meaning, the business message is said to be
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explicit
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The principle of influence known as reciprocation refers to the idea that people
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tend to feel obligated to return favors.
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Internal persuasive messages are typically used to promote
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ideas
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Which of the following statements accurately describes the post-trust era (PTE)?
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The PTE has changed some persuasive strategies but not others.
