Emerson's Boss Wants to Use Cognitive Dissonance to Sell a New

question 179

Multiple Choice

Emerson's boss wants to use cognitive dissonance to sell a new type of emergency cell phone. Emerson is not convinced that the campaign is going to be successful. What should Emerson tell his boss?

• A) Cognitive dissonance advertising is too expensive.
• B) Cognitive dissonance is not effective in changing people's attitudes and subsequent behavior.
• C) Cognitive dissonance techniques are difficult to implement on a mass scale.
• D) Cognitive dissonance has fallen out of favor with the advent of the computer as a model for human behavior.

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Definitions:

Earnings Per Share

A financial metric that divides a company's profit available to common shareholders by the average outstanding shares, indicating the company's profitability.

Price-Earnings Ratio

A metric used to assess a company's value, comparing its current stock price to its earnings per share.

Long-Term Liabilities

Obligations or debts due by a company that are expected to be paid or settled over a period longer than one year.

Stockholders' Equity

The ownership interest of shareholders in a corporation, represented by the company’s assets minus its liabilities.