According to the _____, consumers can have a favorable attitude toward an ad either because they find it believable or because they feel good about it.
A) implicit personality theory
B) efficient market hypothesis
C) cognition-behavioral theory
D) evaluative consistency theory
E) dual-mediation hypothesis

Question

Quizplus · Accepted Answer

The dual-mediation hypothesis suggests that consumers can have a positive attitude toward an ad either because they find it personally relevant and believable (mediated by cognitive processes) or because they find it entertaining or emotionally appealing (mediated by affective processes).

According to the _____, Consumers Can Have a Favorable Attitude