In Recognizing Alternative Paths to Attitude Formation and Thus to Persuasion,the

question 48

Multiple Choice

In recognizing alternative paths to attitude formation and thus to persuasion,the ELM points out that the form of persuasion will depend both on consumer _____ (their motivation,opportunity,and ability to process marketing messages) and the relative strengths of the brand.

• A) aptitudes 
• B) characteristics 
• C) decoding strategies 
• D) encoding strategies 
• E) feelings

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Definitions:

MAO

Monoamine oxidase, an enzyme that breaks down neurotransmitters in the brain and is targeted by certain kinds of antidepressant drugs.

Reuptake Process

A neurological mechanism in which neurotransmitters released into the synapse are reabsorbed back into the presynaptic neuron, stopping their action on the postsynaptic neuron.

Serotonin

A neurotransmitter involved in regulating mood, anxiety, and other functions within the brain, often targeted in the treatment of depression and anxiety disorders.

Deep Brain Stimulation

A neurosurgical procedure that involves implanting electrodes within certain areas of the brain to treat neurological and psychiatric disorders.