Stimuli that cannot be perceived by the conscious senses (i.e., subliminal) cannot have any effect.
a. True
b. False
Indicate whether the statement is true or false
Question 2Blue suggests coolness and refreshment.
a. True
b. False
Indicate whether the statement is true or false
Question 3The use of sexual content in advertisements to evoke emotional responses such as arousal has been shown to detract from the ad's persuasive impact.
a. True
b. False
Indicate whether the statement is true or false
Question 4Yellow is a good attention getter.
a. True
b. False
Indicate whether the statement is true or false
Question 5Sexual content will enhance positive reactions only if it is appropriate to the advertised subject matter.
a. True
b. False
Indicate whether the statement is true or false
Question 6Orange is often considered active, stimulating, energetic and vital.
a. True
b. False
Indicate whether the statement is true or false
Question 7Appeals to guilt in advertisements have been found to be ineffective even if advertisements containing guilt appeals are perceived as credible.
a. True
b. False
Indicate whether the statement is true or false
Question 8The notion underlying good packaging is gestalt, which means that people react to the unified whole, not to the individual parts.
a. True
b. False
Indicate whether the statement is true or false
Question 9The theory of psychological reactance helps explain why many types of fear appeals in advertising work.
a. True
b. False
Indicate whether the statement is true or false