When Involvement with a Product Is Low, Advertisers Should

question 56

Multiple Choice

When involvement with a product is low, advertisers should:

• A) present ads with strong issue-related arguments.
• B) emphasise visual or symbolic material.
• C) use open-ended closings.
• D) encourage cognitive processing by consumers.

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Definitions:

Socioeconomic Status

A measure of an individual's or family's economic and social position in relation to others, based on income, education, and occupation.

Fundamental Attribution Error

The tendency to overestimate the influence of internal factors in determining behavior while underestimating situational factors.

Groupthink

A psychological phenomenon that occurs within a group of people, where the desire for harmony or conformity results in an irrational or dysfunctional decision-making outcome.

Self-Serving Bias

The common tendency to attribute one's successes to personal characteristics and failures to external factors.