The Dual-Mediation Hypothesis Proposes That Attitude Toward the Ad Can

question 12

Multiple Choice

The dual-mediation hypothesis proposes that attitude toward the ad can affect brand attitudes in two ways.One way is that positive affect for the ad can lead to positive affect for the brand.A second way is that positive affect can lead us to be more likely to

• A) evaluate the brand more closely.
• B) believe what the ad says.
• C) accept an unconditioned stimulus presented in the ad.
• D) accept an unconditioned response presented in the ad.
• E) process only the peripheral cues in the ad.