A Key Concept of the Two-Factor Theory on the Effects

question 101

Multiple Choice

A key concept of the two-factor theory on the effects of repetition of ads is that:

• A) two separate psychological processes are operating when a consumer is repeatedly exposed to an ad.
• B) the success of repetition in persuasiveness is dependent upon the factors of source credibility and attractiveness.
• C) consumers are one factor in the success of an ad and the other factor in any given circumstance is largely unknown.
• D) learning increases as forgetting decreases.

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