One of the Message Structure Issues That a Marketer Must

question 24

Multiple Choice

One of the message structure issues that a marketer must handle is whether to ________.

• A) present the strongest arguments first or last
• B) make a moral appeal or not
• C) use the pull strategy or push strategy
• D) diversify vertically or horizontally
• E) use mass marketing or niche marketing

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Definitions:

Cognitive Appraisal

The process by which an individual evaluates and interprets a situation, influencing their emotional and psychological response to it.

Lazarus

Refers to Richard Lazarus, a psychologist who developed the cognitive-mediational theory which suggests that our emotional experience is influenced by our perceptions and evaluations of an event.

Understanding Emotion

The cognitive process of identifying and making sense of one's own feelings and the emotions of others.

Amygdala

A part of the brain involved in experiencing emotions, particularly those related to survival, such as fear and aggression.