A well-known actor is used in an ad to create a positive sentiment for a newly-launched innovative moisturizing cream. This is an example of the marketing application of which theory?
A) cognitive dissonance
B) social judgment
C) balance
D) self-perception

Question

Quizplus · Accepted Answer

The use of a well-known actor to create positive sentiment for a product is an example of the balance theory in marketing. This theory suggests that individuals seek harmony and consistency in their beliefs, attitudes, and perceptions. When a beloved actor endorses a product, consumers are likely to adjust their attitudes to maintain a balanced relationship among their perceptions of the actor, the product, and themselves.

A Well-Known Actor Is Used in an Ad to Create