John Deere Advertisements Usually Feature a Farmer Who Uses the Company's

question 124

Multiple Choice

John Deere advertisements usually feature a farmer who uses the company's farm equipment, such as tractors, in their advertisements targeted to other farmers. Which hypothesis would predict that using a farmer in an advertisement for farm equipment will be more effective than using a star athlete, such as basketball star LeBron James?

• A) congruency hypothesis
• B) elaboration likelihood hypothesis
• C) matchup hypothesis
• D) resonance hypothesis
• E) credibility hypothesis

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Definitions:

Cultural Norms

Shared expectations and rules that guide behavior and beliefs within a specific culture or society.

Authentic

Genuine or true; not copied or false.

Public Diplomacy

The practice by which governments and private entities communicate and engage with foreign publics to influence their perception and behavior in favor of the communicator’s goals.

Political Objectives

are goals set by an organization or individuals that are aimed at influencing political environments or achieving specific political outcomes.