Which of the Following Statements Best Summarizes the Effect of a Highly

question 65

Multiple Choice

Which of the following statements best summarizes the effect of a highly discrepant message on an audience that disagrees with it?

• A) Discrepant messages cause discomfort in the audience, which then discounts all associated arguments
• B) Discrepancy arouses audience attention and increases analysis and elaboration of the message, so it is accepted.
• C) Discrepancy and credibility interact, so that the effect of a large or small discrepancy depends on communicator credibility.
• D) None of these choices.

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Definitions:

Commercial Applicability

The potential for a product, service, or innovation to be successfully marketed and sold in a commercial environment.

Entrepreneurs

People who start, oversee, and bear the risks associated with a business or venture.

Innovative Firms

Companies that specialize in creating new products or services through research, development, and technology.

Further Innovation

involves the continuous process of making improvements or introducing new methods, ideas, or products beyond current advancements.