In an Attempt to Sell More Soft Drinks and Popcorn

question 58

Multiple Choice

In an attempt to sell more soft drinks and popcorn, a theatre owner embedded very brief messages in the feature film. The messages, which flashed on the screen for such a short time that moviegoers were not consciously aware of the message, urged
Consumers to 'Drink Coke' and to 'Eat Popcorn'. Research showed the messages were largely ineffective. This example suggests that:

• A)subliminal messages may be of limited value to marketers.
• B)selective exposure is difficult for marketers to overcome.
• C)selective perception overrides advertising messages.
• D)subliminal perception enables marketers to take advantage of consumers.

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Definitions:

α

Typically used to denote the level of significance in hypothesis testing, representing the probability of rejecting a true null hypothesis or the threshold of rareness.

β

Often used to represent the slope coefficient in linear regression analysis, indicating the change in the dependent variable for a one-unit change in an independent variable.

Probability

The measure of the likelihood that a particular event will occur, expressed as a number between 0 and 1, where 0 indicates impossibility and 1 indicates certainty.

Critical Value

A threshold in hypothesis testing, which the test statistic must exceed in order to reject the null hypothesis, indicating a statistically significant result.