A Print Advertisement for Bijan Uses the Picture of a Grandmother

question 211

Multiple Choice

A print advertisement for Bijan uses the picture of a grandmother with a testimony about the perfume and how her granddaughters now wear Bijan. The advertisement presents a testimonial execution with a(n) ________ message strategy.

• A) cognitive
• B) affective
• C) conative
• D) brand

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Definitions:

Central Route

A pathway of persuasion that involves thoughtful consideration of the arguments presented, leading to lasting attitude change.

Cognitive Dissonance

A psychological phenomenon involving conflicting attitudes, beliefs, or behaviors that cause mental discomfort leading to an alteration in one of the attitudes, beliefs, or behaviors to reduce the discomfort.

Self-Perception Theory

A theory suggesting that individuals develop their attitudes and feelings by observing their own behavior and concluding what attitudes must have caused them.

Observational Learning

The process of acquiring knowledge, behaviors, or skills by watching and imitating others rather than through direct experience.