The affective dimension of advertising research usually involves research into whether a consumer's attitudes toward a particular product have changed because of exposure to an ad or a campaign. What a technique is not used to study the affective dimension?

a) Projective tests
b) Socio-psychological tests
c) Theater testing
d) Semantic differential scale


B

Communication & Mass Media

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When in doubt, the topical method of issue arrangement provides the best way to organize most topics

A. True B. False

Communication & Mass Media

When considering prospective topic areas, speakers should ask which of the following questions?

a. What do I hope to accomplish by addressing this subject? b. Do I know enough to speak responsibly on this subject? c. Can I make this information useful or interesting for my audience? d. All of the above.

Communication & Mass Media

The contrast effect states that when people hear messages that are similar to what they already believe, they will most likely accept the new information as true

Indicate whether the statement is true or false.

Communication & Mass Media

According to your textbook, "primacy effect" notes that audiences are more likely to pay attention to and recall what a speaker presents at the beginning of a speech

Indicate whether the statement is true or false

Communication & Mass Media