Which of the Following Is True of Source Derogation

question 21

Multiple Choice

Which of the following is true of source derogation?

• A)They are positive thoughts about the spokesperson in an ad.
• B)They generally lead to a reduction in message acceptance.
• C)They enhance brand recognition.
• D)They are considered to be a useful tool for measuring consumer loyalty.
• E)They are one of the least important types of emotional responses to an ad.

---

Definitions:

Consumer Decision

The process by which individuals select goods or services to fulfill their needs and wants.

Equilibrium Point

A state in which market supply and demand balance each other, and as a result, prices become stable.

Endowment Effect

A psychological and behavioral economics phenomenon where individuals value an owned object higher than a similar object they do not own.

Item Value

The worth or usefulness of a specific good or service, often determined by factors like utility, demand, and rarity.