Comparative Advertising in Which One Brand Is Compared to Another

question 301

Multiple Choice

Comparative advertising in which one brand is compared to another is intended to cause consumers to perceive differences between the products featured in the advertising.Marketers who use comparative advertising are trying to use __________ to make consumers believe that its product is better than the other one.

• A)cognitive dissonance
• B)selective retention
• C)selective comprehension
• D)stimulus generalization
• E)stimulus discrimination

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Definitions:

Total Surplus

Total surplus refers to the sum of consumer surplus and producer surplus in a market, representing the overall benefit that market participants gain from engaging in trade.

High-cost Producer

A producer or company which has higher costs of production compared to competitors, often due to inefficient processes or higher input costs.

Low-cost Producer

A manufacturer or service provider with a competitive advantage allowing them to offer goods or services at a lower price than competitors, often due to operational efficiencies.

Consumer Surplus

The variance between the aggregate amount consumers can and will pay for a good or service versus the amount they actually spend on it.