The Four Communication Effects for the Target Audience Summarized in the Rossiter

question 29

Multiple Choice

The four communication effects for the target audience summarized in the Rossiter and Percy perspective are category need, brand awareness, brand attitude, and __________.

• A) brand purchase intention
• B) brand significance
• C) brand recognition
• D) brand value

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Definitions:

Self-Consistency Dissonance

The discomfort experienced when one's actions are not consistent with one's self-concept, leading to cognitive dissonance.

Cognitive Dissonance

The discomfort in one's mind occurring when holding multiple opposing beliefs, ideas, or values concurrently.

Cognitive Dissonance

The discomfort in one's mind caused by holding multiple opposing beliefs, ideas, or values concurrently.

Social Psychological Theory

A branch of psychological theory that explores how individual behavior is influenced by the social environment and interactions.