One of the reasons a high-credibility source may become as ineffective as a low-credibility source is the sleeper effect.
Correct Answer:
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Q1: Slice-of-life advertising can be used to establish
Q12: There are two important dimensions to credibility:
Q13: Consumer skepticism of endorsements is reduced when
Q13: When immediate impact is not the objective
Q16: Advertisers who are concerned about the negative
Q16: The perceived attractiveness of celebrity spokespeople is
Q17: Presenting the strongest arguments at the beginning
Q17: Many press releases use the "pyramid style"
Q19: High- and low-credibility sources are equally effective
Q20: Source credibility leads to identification.
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