Suppose That You Work for the Advertising Division of a Car

question 31

Multiple Choice

Suppose that you work for the advertising division of a car company, and that you and your team are reviewing advertisements for a new safety feature. You are deciding between an ad with a low-fear message (which simply mentions the feature without demonstrating it) , an ad with a moderate-fear message (which shows how the feature can help drivers avert accidents) , and an ad with a high-fear message (which shows a horrific collision resulting from driving in a car without the feature) . All else being equal, research on fear-based messaging would suggest that you should air ____.

• A) the low-fear ad
• B) the high-fear ad
• C) the moderate-fear ad
• D) either the low-fear ad or the high-fear ad, but not the moderate-fear ad

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Definitions:

Soundtrack

The audio component of a film, video game, or television program, including music, dialogue, and sound effects, that enhances the emotional and narrative aspects.

Musical

Pertaining to music; can refer to anything from a musical genre, to a play or film where songs and dances are integral to the narrative.

Television

A system for transmitting visual images and sound that are reproduced on screens, primarily used for broadcasting entertainment, news, and information.

Absolute Threshold

The minimum stimulation needed to detect a particular stimulus 50 percent of the time.