John Deere Advertisements Usually Feature a Farmer Who Uses the Company's

question 92

Multiple Choice

John Deere advertisements usually feature a farmer who uses the company's farm equipment. Which hypothesis would predict that using a farmer in an advertisement for farm equipment will be more effective than using a star athlete, such as basketball star LeBron James?

• A) congruency
• B) elaboration likelihood
• C) matchup
• D) credibility

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Definitions:

Concession

A compromise made by one party in a negotiation, often in exchange for a reciprocal concession.

Intimidation Tactic

A strategy designed to frighten or coerce someone into compliance or submission.

Committed Position

A stance or viewpoint one is determined to adhere to, often despite potential opposition.

Concessions

Compromises made by one or more parties in a negotiation, often in the form of giving up something in return for reaching an agreement.