John is watching television and sees a commercial in which LeBron James is endorsing a pair of basketball shoes. John thinks to himself, "Boy, is LeBron ever juvenile and obnoxious. I wouldn't buy anything he promotes." This is an example of a:
A) message blockage
B) support argument
C) source derogation
D) counterargument

Question

Quizplus · Accepted Answer

John's negative perception of LeBron James leads him to dismiss the product being endorsed, which is an example of source derogation. This occurs when the receiver rejects a message based on negative perceptions of the sender rather than the message content itself.

John Is Watching Television and Sees a Commercial in Which