When Consumers Are Less Knowledgeable About a Product Category, They

question 1

Multiple Choice

When consumers are less knowledgeable about a product category, they tend to perceive the product as being more effective when:

• A) they critically evaluate message arguments in a brand's image.
• B) its image is shown close to the image of the promised results.
• C) they tend to link the information in a message to their existing beliefs.
• D) its image varies to a great extent from the previous versions of the brand's images.
• E) its image is distinct from the images of all competitor brands.