One Method of Testing How Consumers Relate to an Ad

question 96

Multiple Choice

One method of testing how consumers relate to an ad and process the information it contains is to measure _____, the degree of brain activation that occurs when they look at the ad.

• A)electrodermal response
• B)cerebral response
• C)beta activity
• D)alpha activity
• E)pupillometrics

Identify and explain the relationship between test reliability and validity.

Describe different perspectives on intelligence (unitary vs. multiple abilities).

Explain the hierarchical model of intelligence.

Define fluid and crystallized intelligence and their differences.

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Definitions:

SES (Socioeconomic Status)

A measure of an individual's or family's economic and social position in relation to others, based on income, education, and occupation.

Life Span

The duration of time that an individual lives, from birth to death.

Socio-emotional Selectivity Theory

A theory proposing that as people age, they prioritize emotionally meaningful goals and interactions over the acquisition of new social contacts.

Generativity

A concept introduced by Erik Erikson, referring to the adult's desire to create, nurture, and contribute positively to the development of future generations.