Rational and Emotional Advertising Appeals

question 22

Multiple Choice

Rational and emotional advertising appeals:

• A)represent two distinctive approaches which should never be combined because they divide the focus of consumers' attention
• B)are essentially the same
• C)can be combined since consumers' purchase decisions are often made on the basis of rational and emotional motives
• D)are used together only for low-involvement products
• E)are accurately described by none of the above

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Definitions:

Observational Learning

Learning that occurs by watching the actions and outcomes of others' behaviors, without direct experience.

Imitate

The action of copying or mimicking the behaviors, actions, or characteristics of another individual or model.

Vicarious Punishment

Vicarious punishment occurs when an individual observes another being punished and then changes their own behavior to avoid experiencing the same consequences.

Discontinue

To bring an activity or process to an end or halt its continuity.