When Copytesting Television Ads, Researchers Often Use

question 115

Multiple Choice

When copytesting television ads, researchers often use:

• A)a portfolio test.
• B)a theater test.
• C)a reaction test.
• D)cognitive neuroscience.

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Definitions:

Moral Beliefs

Ideals or principles that an individual holds regarding what is right and wrong or good and bad in behavior.

Defense Mechanisms

Psychological strategies used by the mind to protect itself from anxiety and to manage emotional conflict and distress.

Libido

in psychoanalytic theory, refers to the sexual drive or desire that is a primary source of motivation for human behavior according to Freud.

Gonads

The reproductive organs in animals and humans that produce gametes; in males, these are the testes, and in females, the ovaries.