All of the Following Identify When Fear Appeals Are Most

question 14

Multiple Choice

All of the following identify when fear appeals are most effective, EXCEPT:

• A) consumers are already afraid of the problem discussed in the ad
• B) when the threats displayed are excessive
• C) a solution is presented for consumers to remove the threat
• D) when source credibility is high
• E) a moral lesson is conveyed by a powerful character (e.g., Mr. Goodwrench, "good car maintenance" personified) on how to avoid negative outcomes (accidents or death)

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Definitions:

Consumer Surplus

The variance between the sum consumers are willing to pay for a good or service and the amount they truly pay.

Willingness to Pay

The maximum amount an individual is prepared to spend on a good or service, reflecting the value they assign to it.

Consumer Surplus

The gap between the sum consumers are ready and able to spend on a good or service and what they really pay for it.

Normal Goods

Goods for which demand increases as consumer income rises.