Most Advertisers Refuse to Use Two-Sided Messages Because They

question 52

Multiple Choice

Most advertisers refuse to use two-sided messages because they:

• A)are concerned about the impact of a two-sided message on source credibility.
• B)are concerned over presenting only the negative attributes of their brands.
• C)are concerned over the negative effects of acknowledging a weakness in their brand.
• D)have been proven ineffective by a number of different advertising research studies.
• E)cause consumers to expect more than any product can offer.

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Definitions:

Exposure Therapy

Any therapeutic procedure that repeatedly confronts the person with a stimulus that typically elicits an undesirable behaviour or an unwanted emotional response until the behaviour or response no longer occurs.

Systematic Desensitization

A therapeutic technique whereby patients imagine the lowest feared stimuli and combine this image with a relaxation response. Patients gradually work their way up the fear hierarchy so that they can learn to handle increasingly disturbing stimuli.

Behavioral Activation

A therapeutic approach that encourages engagement in positively reinforcing activities to treat depression and other mental health issues.

Reinforcement

In behavioral psychology, a process by which a behavior is strengthened or increased in frequency by a consequence that follows the behavior.