When Might a Threat Message in Advertising Work? When

question 21

Multiple Choice

When might a threat message in advertising work? When:

• A) advertising agencies put their most creative people on the job.
• B) message difficulty interacts with the choice of media.
• C) a threat also includes a method of coping with the danger.
• D) the advertisement is really, really scary.

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Definitions:

Mild Punishing Stimuli

Stimuli that are not severely harmful or painful but are used to decrease the likelihood of a behavior recurring.

Strong Punishing Stimulus

A stimulus that significantly decreases the likelihood of a behavior recurring by causing discomfort or distress when the behavior is exhibited.

Punishment

A consequence that reduces the likelihood of the behavior that it follows.

Avoidance

A behavior aimed at preventing the occurrence of an unpleasant stimulus or situation.