Recall of "Thinking" Ads Is Higher Than That for "Feeling

question 19

True/False

Recall of "thinking" ads is higher than that for "feeling" ads because conventional measures of advertising effectiveness (such as "day-after-recall tests") are oriented toward cognitive responses and do not adequately assess the cumulative effects of emotional ads.

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Definitions:

Reuptake

The process by which neurotransmitters are absorbed by the nerve cell that released them, thereby terminating the signal between nerve cells.

Antagonism

An active opposition or hostility, either between individuals or forces, that can manifest in various contexts including biology, chemistry, and social interactions.

Terminal Buttons

The small knobs at the end of an axon that release chemicals (neurotransmitters) to transmit signals to the next neuron.

Synaptic Cleft

The narrow gap between the terminal end of a neuron and the neighboring neuron or muscle cell, through which neurotransmitters are released to transmit signals.