Chapter 9 Test Bank
9.1 Multiple-Choice Questions
1. Once self-interest is involved, opinion is
A) adaptable.
B) not easily changed.
C) based on current events/issues.
D) usually made public.
2. Opinion
A) remains aroused for long periods of time.
B) is not determined by self-interest.
C) does not remain aroused unless certain factors are involved.
D) is easily changed.
3. An elected official is an example of a(n)
A) agenda setter.
B) propagandist.
C) informal opinion leader.
D) formal opinion leader.
4. Which stage in the life cycle of public opinion is represented by a “building of public
consensus”?
A) definition of the issue
B) government/regulatory involvement
C) involvement of opinion leaders
D) public awareness
5. Which of the following is an informal opinion leader?
A) Brad Pitt
B) the governor of Kansas
C) the president of Ford Motor Company
D) the head of the Sierra Club
6. Cultivation of key opinion leaders before a new product is publicly announced is
important because
A) opinion leaders determine the timing and context of the new product announcement.
B) journalists rely on opinion leaders to provide objective judgments about the quality of
the product.
C) journalists tend to be negative about any new product.
D) opinion leaders are the only way to reach the mass public.
7. Media alert the public what subjects to think about, but not necessarily what to think is
known as
A) framing.
B) spiral of silence.
C) agenda setting.
D) cultivation.
8. Mass media effects increase when
A) people cannot verify information through personal experience or knowledge.
B) a specific medium has a greater reputation.
C) parental guidance is lacking.
D) people have no prior information or attitude disposition regarding a subject.
9. The selection of certain facts, themes, and treatments to shape a story is known as
A) transfer.
B) propaganda.
C) agenda setting.
D) framing.
10. The dominant view of public relations is one of
A) submitting news releases to media gatekeepers.
B) mutual understanding with key publics.
C) persuasive communication actions performed on behalf of clients.
D) distrust and dishonesty (flack perspective).
11. The most difficult persuasive task is to
A) change or neutralize hostile
opinions.
B) conserve favorable opinions.
C) crystallize latent opinions.
D) maintain goodwill among supporters.
12. The most effective medium for delivering messages that require absorption of details
and contemplation by the receiver is
A) television.
B) radio.
C) online.
D) print.
13. The attempt to classify people by lifestyle, attitudes, and beliefs is called
A) psychographics.
B) framing.
C) demographics.
D) ethos.
14. Charisma, sincerity, and expertise are all key factors of
A) self-perception.
B) source credibility.
C) agenda setting.
D) propaganda.
15. Which of the following factors is NOT considered a possible downside of using
celebrity endorsements?
A) overexposure of an individual celebrity
B) inability for the audience to remember who endorses what
C) endorser’s actions could undercut the product or
service
D) lack of public trust in celebrity
16. The value of information and its newsworthiness are based on
A) bottom-line values.
B) gatekeeper preferences.
C) timing and context.
D) geography and psychographics.
17. A trade press is most likely to use a(n)
A) editorial.
B) ombudsman.
C) shotgun or scattershot approach to content.
D) application story.
18. Third-party endorsements usually involve
A) favorable statements by celebrities.
B) key insiders.
C) propaganda techniques.
D) political leaders.
1. The mass media are most influential in forming a person’s opinion when the
information provided has high emotional appeal.
2. Usually, only a small number of people at any given time take part in public opinion
formation on a specific issue.
3. An opinion leader will deliberate and undergo significant research before adopting a
new idea.
4. Traditionally, agenda setting is known as how journalists select certain facts, themes,
treatments, and even words to “frame” a story.
5. Aristotle’s concept of “ethos” deals with notion of credibility.
6. Psychographics are the attempt to classify people by lifestyle, attitudes, and beliefs.
7. Self-perception is the context through which messages are interpreted.
8. Trust is a key element with regard to source credibility.
9. Expertise is more important than sincerity or charisma if celebrities are used as
spokespersons.
9.3 Essay Questions
1. List the “informal” opinion leaders in your academic department and among your other
in specific situations. Page Ref: 222
2. Cite a celebrity that excels in all three factors of source credibility (expertise, sincerity,
Page Ref: 237-239