A Marketing Study Found That Respondents Believed That a Dark-Haired

question 116

Multiple Choice

A marketing study found that respondents believed that a dark-haired model would be more effective in selling gold jewelry than would a blond-haired model,if the dark-haired model were not perceived to be ethnic.What two ideas of using celebrities as communication sources are most likely to be in play here?

• A) The celebrity's image should match that of the product, and blond-haired models are too common for the exclusive image of gold.
• B) The celebrity's image should match that of the product and should embody cultural meaning.
• C) The celebrity's image should embody cultural meanings that contrast with the product's cultural stereotypic image.
• D) Dark-haired models are subject to ethnocentric evaluations, while blond-haired models are not.

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Definitions:

Transactions

The actions conducted between parties to buy, sell, or exchange goods, services, or financial instruments, typically recorded and mediated through various means.

Digital Communication

The transmission of information using digital technologies and media platforms, such as email, social media, and mobile applications.