Lane was required to do a research project for a marketing class. He selected 100 people and put them into two groups at random. Everyone in both groups tasted a candy made in Turkey. The candy was not as sweet as the subjects expected. The first group then saw an ad that emphasized how sweet the candy was compared to other candy from Turkey. The second group did not see the ad. According to the postexperience advertising effect, what difference between the two groups should Lane expect?
A) The postexperience advertising effect would give Lane no information to form an expectation.
B) Both groups will report the candy as being equally sweet
C) The second group will state that the candy is sweeter than will the first group.
D) The first group will state that the candy is sweeter than will the second group.
E) Both groups will report the candy as being not sweet.

Question

Quizplus · Accepted Answer

The postexperience advertising effect suggests that advertising can alter consumers' perceptions of a product after they have experienced it. Therefore, the first group, which saw the ad emphasizing the candy's sweetness, is likely to report the candy as sweeter compared to the second group that did not see the ad.

Lane Was Required to Do a Research Project for a Marketing