A negative comparison ad that causes people to dislike the sponsor brand may be due to:
A)the preemptive claim of superiority.
B)a generic demonstration of product quality.
C)spontaneous trait transference.
D)internal cognitive consistency.

Question

Quizplus · Accepted Answer

Spontaneous trait transference is a phenomenon where people unconsciously associate the negative traits of a competitor to the sponsor brand when negative comparison ads are used. This leads to dislike for the sponsor brand, even if the ad claims superiority or demonstrates product quality.

A Negative Comparison Ad That Causes People to Dislike the Sponsor