In "Phone Wars" with MCI, Sprint, and Other Carriers, AT&T

question 157

Multiple Choice

In "phone wars" with MCI, Sprint, and other carriers, AT&T has switched from heart-warming ads that show family members sharing love and support via phone ("It's the next best thing to being there") to ads that focus on long-distance savings. This is most likely because AT&T advertisers have discovered that __________.

• A) phone service is viewed by most consumers as a social identity product
• B) sad or nostalgic moods cause people to process ad contents in a biased way
• C) phone service is viewed by most consumers as a utilitarian product
• D) most consumers do not view long-distance companies as a relevant concern

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Definitions:

Kübler-Ross' Stages

A framework outlining five stages of grief (denial, anger, bargaining, depression, acceptance) experienced by those facing significant loss.

Terminal Disease

A condition or illness that is progressive and incurable, inevitably leading to death.

Anger

A strong feeling of annoyance, displeasure, or hostility.

Denial

A psychological defense mechanism wherein individuals refuse to accept reality or facts, often as a way to avoid coping with unpleasant emotions.