Is the Act of One Consumer Talking to Another About

question 57

Multiple Choice

is the act of one consumer talking to another about a brand, either directly or indirectly.

• A)Advertising
• B)Product placement
• C)Buzz marketing
• D)Viral marketing
• E)Word-of-mouth

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Definitions:

Cognitive Dissonance

The cognitive dissonance faced by individuals when they hold onto multiple incompatible beliefs, ideas, or values at the same time.

Central Route Persuasion

A technique for persuasion that requires thorough examination and consideration of the message's arguments and evidence in depth.

Small Request

A strategy in compliance that involves making a minor request followed by a larger one to increase the likelihood of the larger request being agreed upon.

Foot-In-The-Door Phenomenon

A principle in social psychology suggesting people are more likely to agree to a large request after first agreeing to a small, related request.