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:

Diversity

The inclusion of individuals from a wide range of cultural, ethnic, gender, and other backgrounds in a group or organization.

Homogeneous Teams

Teams composed of members with similar backgrounds, expertise, and perspectives.

Creativity

The ability to generate new and original ideas, solutions, or approaches to problems.

Founding Team

The group of individuals who start a company, providing the initial vision, strategy, and effort to launch the business.