A Test Commercial Received an ARS Score of 1

question 3

Multiple Choice

A test commercial received an ARS score of 1.2.What does this mean? 

• A) This commercial is likely to result in a 20 percent increase in market share. 
• B) This commercial is likely to result in market-share gains between 1 and 2 percent. 
• C) This commercial is probably incapable of driving market-share gains. 
• D) This commercial is probably incapable of catching consumers' attention. 
• E) The score for this commercial is defined as elastic.

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Definitions:

Efficacy Judgments

Assessments regarding the effectiveness or outcomes of certain behaviors or treatments.

Physiological Arousal

Physiological arousal involves the activation of the body's arousal systems, typically in response to stimuli perceived as exciting or threatening, affecting both physical and emotional states.

Performance Attainment

Performance attainment refers to achieving a level of competency or success in a particular task or goal, often through effort and skill.

Self-efficacy

The belief in one's own ability to succeed in specific situations or accomplish a task.