Question

1a. Using emotion may be more effective when the receiver is utilizing the ____ route of processing information as they are more reliant on external stimuli during this phase.

A. peripheral

B. central

C. latent

D. explicit

1b.  Products that are evaluated on the basis of personal preference are referred to as ___ products.

A. value

B. choice

C. feeling

D. loyal

1c.  ___ is the multiplication of meaning via pictures or words.

A. Frequency

B. Resonance

C. Repetition

D. Duplication

1d. The four main emotions advertisers utilize are:irritation, warmth, fear & ennobling.

A. True B. False

1e.  The association of emotion with stimuli takes place through the process of consideration.

A. True B. False

Answer 1

1a. (A) Peripheral

The peripheral route to learning occurs when the listener decides whether to agree with the message based on other cues besides the strength of the arguments or ideas in the message.

1b. (B) Choice

1c. (A) Frequency

Frequency is the number of occurrences of a repeating event per unit of time. It is also referred to as temporal frequency, which emphasizes the contrast to spatial frequency and angular frequency.

1d. False

Emotions used by advertisers are anger, disgust, affirmation, and fear.

1e. True

With a clearly defined goal or challenge and a commitment to address it, the consideration phase is about a buyer's evaluation of different methods that are available to them. At this stage, you are still delivering critical information to help your buyer make the best possible decision.