Sara sees a beautiful golden dress in a store. However, she feels that the golden dress is expensive and does not even check the price though the sign next to it says "affordable elegance." Which of the following theories would best account for Sara's comprehension of the dress as expensive?
A) Multiple store theory
B) Habituation theory
C) Signal theory
D) Prospect theory

Question

Quizplus · Accepted Answer

Signal theory explains how certain cues or signals (in this case, the appearance of the dress) can lead individuals to make assumptions or judgments (such as assuming the dress is expensive) without further investigation.

Sara Sees a Beautiful Golden Dress in a Store