When a Communication Leads Consumers to Believe Something About the Product

question 63

Multiple Choice

When a communication leads consumers to believe something about the product that is not true even though it doesn't present a direct false claim, this is known as _____.

• A) a direct claim
• B) deceptive advertising
• C) interpretation discrepancy
• D) claim-belief discrepancy
• E) inferential discrepancy

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Definitions:

Recall

A cognitive process of retrieving previously learned or experienced information.

Brown-Peterson Task

A cognitive exercise used to assess short-term memory and attention span by having individuals try to remember trigrams or three-letter combinations after various distractions and intervals.

Short-Term Memory

The component of the memory system that is responsible for temporarily holding information available for processing for a brief period of time.

Decay

A hypothesized process of forgetting in which material is thought to erode, break apart, or otherwise disintegrate or fade.