A Classic Dilemma in Advertising Concerning the Value of Celebrity

question 29

Multiple Choice

A classic dilemma in advertising concerning the value of celebrity spokespersons is that the more products a celebrity endorses, the

• A) more competent she becomes in endorsing competing products.
• B) less trustworthy she becomes in the eyes of consumers.
• C) more popular she becomes among consumers with vastly dissimilar preferences.
• D) less likely an audience member is to use the peripheral route to persuasion.

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Definitions:

General Medical Conditions

Physical illnesses or disorders that impact one's overall health, distinguished from psychiatric conditions.

Comorbid Diagnoses

The presence of two or more disorders or illnesses in the same person, simultaneously or sequentially.

Premorbid Functioning

The level of cognitive, social, and occupational function before the onset of a disorder or disease.

Level of Functioning

An assessment of an individual's ability to perform daily activities and fulfill social roles.