When You Want to Overcome Resistance and Create Desire in Readers

question 13

True/False

When you want to overcome resistance and create desire in readers of your sales message, you should focus only on rational appeals.

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Definitions:

Transitory Income

Income that is temporary or not expected to continue at the same level in future periods, such as one-time bonuses or inheritances.

Permanent Income

A theory suggesting that people's spending choices are better determined by their long-term average income rather than their current income.

Purchasing Decisions

The choice process by consumers or organizations regarding the identification, comparison, and selection of products or services.

Holiday Bonus

An extra payment given to employees, typically at the end of the year, as a gesture of goodwill and to share the festive season's joy.