Old Spice Created a Series of Commercials with a Likeable

question 44

Multiple Choice

Old Spice created a series of commercials with a likeable brand representative and created several Youtube spots to help viewers get to know the man behind the brand.This was to enhance:

• A) consumer self-esteem.
• B) company acceptance.
• C) brand personality.
• D) perceptual selectivity.

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Definitions:

Vicarious Dissonance

A feeling of discomfort that arises when witnessing others engage in behaviors that conflict with one's own beliefs or attitudes.

Inoculation

The process of introducing a vaccine into the body to induce immunity against a specific disease.

Forewarning

Advance knowledge that one is to be the target of a persuasion attempt. Forewarning often produces resistance to persuasion.

Induced Compliance

A psychological situation where individuals are subtly coerced into behaving in ways that contradict their beliefs or attitudes, often leading to attitude change.