Consumers exposed to substantively varied ads process more information about product attributes and have more positive thoughts about the product than those exposed to cosmetic variation.

Question

Quizplus · Accepted Answer

Substantive variation in ads provides different and meaningful information about product attributes, leading to deeper processing of information and more positive thoughts about the product, as opposed to cosmetic variation which might not add new or valuable information.

Consumers Exposed to Substantively Varied Ads Process More Information About