When a viewer of an advertisement believes he or she can take action to prevent negative consequences by purchasing a product, the individual is exhibiting self-efficacy.

Question

Quizplus · Accepted Answer

Self-efficacy is the belief that one can successfully execute a course of action to achieve a desired outcome. In the context of advertising, if a viewer believes that purchasing a product can prevent negative consequences, then he or she is demonstrating self-efficacy.

When a Viewer of an Advertisement Believes He or She