Comparative Advertising, in Which One Brand Is Compared to Another

question 260

Multiple Choice

Comparative advertising, in which one brand is compared to another, is intended to cause consumers to perceive differences between the products featured in the advertising. Marketers who employ comparative advertising are trying to use ________ to make consumers believe that their products are better than competitors' offerings.

• A) cognitive dissonance
• B) selective retention
• C) selective comprehension
• D) stimulus generalization
• E) stimulus discrimination

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Definitions:

Genus

In biology, the rank in the classification of organisms, above species and below family; in logic, a broader category or class that encompasses more specific subdivisions.

Differentia

Characteristics that distinguish a species or category from others, making it distinct.

Vague Definition

A description or explanation that lacks clarity or precision, making it hard to understand or apply.

Precise Criterion

A specific and clear standard or principle used for judging, evaluating, or making decisions.