Comparative Advertising

question 38

Multiple Choice

Comparative advertising:

• A) does not have high claim recall effectiveness
• B) has always been legal but is in bad taste
• C) allows advertisers to falsely describe the competition
• D) was not allowed before the 1970s if the other brands were mentioned by name or shown
• E) has high recall of the brand name of the advertised goods,but not for the named,competitive brand

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Definitions:

Perceived Costs

The assumed disadvantages, losses, or negative outcomes associated with a particular decision or behavior.

Post-decisional Justification

The cognitive process of justifying one's choices after a decision has been made, often to reduce dissonance or regret.

Tacit Knowledge

Knowledge gained through personal experience and context that is difficult to transfer to others through written or verbal communication.

Mental Templates

Cognitive structures that help individuals organize and interpret information based on past experiences and knowledge.