Which of the following is true of source derogation?
A)They are positive thoughts about the spokesperson in an ad.
B)They generally lead to a reduction in message acceptance.
C)They enhance brand recognition.
D)They are considered to be a useful tool for measuring consumer loyalty.
E)They are one of the least important types of emotional responses to an ad.

Question

Quizplus · Accepted Answer

Source derogation refers to negative thoughts or attitudes towards the spokesperson in an ad. This generally leads to a reduction in message acceptance as the audience may not trust or believe the spokesperson. Therefore, option B is the correct choice. Option A is incorrect as it describes source attraction, which refers to positive thoughts about the spokesperson. Option C is incorrect as it describes brand recognition, which is a separate concept from source derogation. Option D is incorrect as source derogation is not considered a tool for measuring consumer loyalty. Option E is incorrect as source derogation is an important emotional response as it can significantly impact the effectiveness of an ad.

Which of the Following Is True of Source Derogation