Comparative Advertising, in Which One Brand Is Compared to Another

question 260

Multiple Choice

Comparative advertising, in which one brand is compared to another, is intended to cause consumers to perceive differences between the products featured in the advertising. Marketers who employ comparative advertising are trying to use ________ to make consumers believe that their products are better than competitors' offerings.

• A) cognitive dissonance
• B) selective retention
• C) selective comprehension
• D) stimulus generalization
• E) stimulus discrimination

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Definitions:

Somatosensory Cortex

A part of the brain that processes sensory input from various parts of the body, including touch, temperature, and pain.

Parietal Lobe

A region of the cerebral cortex involved in processing sensory information from various parts of the body, understanding spatial orientation, and language and mathematics processing.

Left Hemisphere

The hemisphere of the brain that is typically responsible for the control of language, math, and logical thinking processes.

Language

is the method of human communication, either spoken or written, consisting of the use of words in a structured and conventional way.