Marketers Who Try to Select Spokespeople Whose Traits Will Maximize

question 108

Multiple Choice

Marketers who try to select spokespeople whose traits will maximize their message influence are concerned about their credibility.The two important dimensions associated with credibility are:

• A)consistency and image.
• B)image and trustworthiness.
• C)recognizability and expertise.
• D)expertise and trustworthiness.
• E)image and expertise.

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Definitions:

Disinhibitory Effect

Describes the phenomenon where observing a model being rewarded for a prohibited or inhibited behavior increases the likelihood of the observer engaging in that behavior.

Classical Conditioning

A habituation procedure where two stimuli are paired frequently, and a reaction that initially occurs because of the second stimulus subsequently occurs due to the first stimulus exclusively.

Cognitive Map

A mental representation of one’s physical environment, facilitating navigation and understanding of spatial relationships.

Observational Learning

Learning that occurs through observing the behavior of others, also known as social learning or modeling.