True of False The concept of power uses the psychological principle of compliance to persuade the...

True of False

The concept of power uses the psychological principle of compliance to persuade the consumer, based on perceived awards or punishments.

A good positioning statement will both reflect a brand’s competitive advantage and motivate consumers to action.

Behavioral segmentation is based on attitudes, values and motivations, while Psychographic segmentation is based on previous purchasing or online search activity.

When a consumer views a persuasive message for a product they are very interested in (therefore elaboration likelihood is high), that person is most likely to focus on peripheral cues in the persuasion process.

A celebrity’s credibility is an important practical issue to be considered in determining whether a brand/company wishes to enter into a celebrity endorsement contract.

The marketing definition of elaboration is the mental activity that takes place in response to a marketing communications message.

Motivation, as it relates to elaboration likelihood, describes whether a person is familiar with the message claim and has the necessary skills to help comprehend them.

Expert Solution

The concept of power uses the psychological principle of compliance to persuade the consumer, based on perceived awards or punishments. False [because the concept of power is not used in persuading customer]

A good positioning statement will both reflect a brand’s competitive advantage and motivate consumers to action True [because it acts to promote a brand attracts customers].

Behavioral segmentation is based on attitudes, values and motivations, while Psychographic segmentation is based on previous purchasing or online search activity. False [because psychographic segmentation relies heavily on the attitudes and values, while behavioural segmentation relies on buying behaviour of customer]

When a consumer views a persuasive message for a product they are very interested in (therefore elaboration likelihood is high), that person is most likely to focus on peripheral cues in the persuasion process. True

A celebrity’s credibility is an important practical issue to be considered in determining whether a brand/company wishes to enter into a celebrity endorsement contract. True.

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keosha answered 3 months ago

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