McCracken Developed a Model Relating to the Use of Celebrity

question 105

Multiple Choice

McCracken developed a model relating to the use of celebrity endorsers.Which of the following statements represents a major implication of that model?

• A)Companies should choose celebrities with stopping power as endorsers.
• B)Companies should use physically attractive celebrities to endorse their products.
• C)Companies should use as endorsers celebrities who project the image or meaning they want for their products.
• D)The image of a celebrity comes primarily from the products she or he endorses.
• E)Decisions regarding the choice of a celebrity to use as an endorser can only be made on the basis of judgment or intuition.

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Definitions:

Research Question

A question that a research project aims to answer, guiding the methodology and analysis of the study.

Significance Level

The criterion used for rejecting the null hypothesis, representing the probability of committing a Type I error.

Critical Value

A critical value is a point on the distribution of a statistical test that marks the boundary of the rejection area for the null hypothesis, aiding in decision making regarding statistical significance.

Wilcoxon Rank Test

A nonparametric statistical test used to compare two related samples, to assess whether their population means ranks differ.