Scripts Are Best at Helping Marketers to Better Understand How

question 56

Multiple Choice

Scripts are best at helping marketers to better understand how consumers

• A) process information at one point in time.
• B) remember information at one point in time.
• C) buy and use an offering.
• D) feel about an brand.
• E) feel about an ad.

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Definitions:

Jones And Davis

A theory proposing that people infer the intentions and dispositions of others based on observed behaviors and the consequences of those behaviors.

Kelley's Attribution Theory

A theory suggesting that individuals make sense of their social world by attributing causes to their own and others' behavior, focusing on consistency, distinctiveness, and consensus.

High Distinctiveness

A term in social psychology referring to the extent to which an individual's behavior can be attributed to the circumstances rather than internal traits.

Situational Attribution

The process of attributing behavior to external or environmental factors, rather than internal characteristics.