The Use of Celebrities in Commercials Is Generally Based on the Source

question 32

Multiple Choice

The use of celebrities in commercials is generally based on the source characteristics of ________ and represents an attempt to induce persuasion through the process.

• A) expertise; identification
• B) attractiveness; internalization
• C) expertise; yielding
• D) attractiveness; identification

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Definitions:

Maximize Profits

The process of adjusting production and operational variables to achieve the highest possible return or profit.

Dominant Strategy

In game theory, a strategy that is the best choice for a player, regardless of what strategies other players may choose.

Cable TV Market

The sector of the economy that deals with the provision and distribution of cable television services.

Noncooperative Equilibrium

In game theory, the equilibrium that results when all players choose the action that maximizes their payoffs given the actions of other players, ignoring the effect of that action on the payoffs of other players; also known as Nash equilibrium.