According to the Starch Ad Readership Report, the Primary Advantage

question 59

Multiple Choice

According to the Starch Ad Readership Report, the primary advantage offered by the recognition method of posttesting ads is:

• A)the reliability of its recognition scores.
• B)true claims of recognition by participants in a test.
• C)the ability to judge specific aspects of an ad.
• D)lack of interviewer bias.
• E)the validity of the recognition scores.

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Definitions:

Discriminative Stimulus

A signal in the environment that increases the likelihood of a particular response because it indicates that a specific reinforcement is available.

Generalization Stimulus

The process by which a response is made in the presence of a new stimulus that is similar, but not identical, to the original conditioned stimulus.

Reinforcer

Any stimulus that strengthens or increases the probability of a specific response.

Avoidance

A behavior or mental process consciously or unconsciously designed to prevent exposure to a feared object, task, or situation.