Political advertising in which one candidate is compared to another is intended to cause voters to perceive differences between the candidates featured in the advertising.
Marketers who use political advertising are trying to make consumers believe that its product is better than the other one. This is known as:
A)selective comprehension
B)selective retention
C)stimulus generalization
D)stimulus discrimination

Question

Quizplus · Accepted Answer

Stimulus discrimination occurs when consumers learn to differentiate between similar products and perceive one as better than the other, which is the goal of political advertising comparing candidates.

Political Advertising in Which One Candidate Is Compared to Another