In Terms of the Visual Element of an Advertisement, a Concrete

question 137

Multiple Choice

In terms of the visual element of an advertisement, a concrete image has a:

• A)higher level of recall than an abstract image.
• B)lower level of recall than an abstract image.
• C)lesser impact on the affective component of attitude than an abstract image.
• D)lesser impact on the cognitive component of attitude than on the affective component.

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Definitions:

Temporal Summation

Summation of the local potential that results when two or more action potentials arrive at a single synapse in rapid succession.

Action Potentials

Electrical impulses that travel along the membrane of a neuron signaling the cell to perform its function.

Synapse

The junction between two nerve cells, where electrical signals are transmitted from one neuron to another.

Sensory Neurons

Nerve cells responsible for converting external stimuli from the organism's environment into internal electrical impulses.