Chapter 11: Part 2

Question 1

Emotional appeals

Answer 1

designed primarily to elicit a positive response rather than to provide information or arguments

Question 2

Value-expressive appeals

Answer 2

attempt to build a personality for the product or create an image of the product user

Question 3

Utilitarian appeals

Answer 3

involve informing the consumer of one or more functional benefits that are important to the target market

Question 4

One-sided message

Answer 4

only one point of view is expressed

Question 5

Two-sided message

Answer 5

two sides are exposed, presents bad and good points

• two-sided messages are generally more effective than one-sided messages

Question 6

Message framing

Answer 6

refers to presenting one of two equivalent value outcomes either in positive or gain terms (positive framing) or in negative or loss terms (negative framing)

Question 7

Attribute framing

Answer 7

where only a single attribute is the focus of the frame

Question 8

Goal framing

Answer 8

where “the message stresses either the positive consequences of forming an act of the negative consequences of not performing the act”