The Major Problem with the Use of Psychological Appeals in Advertising

question 16

True/False

The major problem with the use of psychological appeals in advertising is that these tend to confuse consumers to the extent that they pay far more for some goods and services than they otherwise would.

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Definitions:

Availability

The state of being easily obtainable or accessible when needed.

Anchoring

A cognitive bias that describes the tendency to rely too heavily on the first piece of information offered (the "anchor") when making decisions.

Person Schemas

Cognitive structures that represent one's knowledge and expectations about others, influencing how we process information about them.

Fiske and Taylor

Researchers known for their work in social cognition, exploring how people think about themselves and others in a social context.