When consumers are less knowledgeable about a product category, they tend to perceive the product as being more effective when:
A) they critically evaluate message arguments in a brand's image.
B) its image is shown close to the image of the promised results.
C) they tend to link the information in a message to their existing beliefs.
D) its image varies to a great extent from the previous versions of the brand's images.
E) its image is distinct from the images of all competitor brands.

Question

Quizplus · Accepted Answer

When consumers have less knowledge about a product, they tend to rely on peripheral cues, such as visual and sensory information, to evaluate the effectiveness of the product. Showing the product image close to the promised result image increases the subjective perception of the product's effectiveness.

When Consumers Are Less Knowledgeable About a Product Category, They