Comparative advertising runs the risk of lowering believability and stirring up ________ whereby the consumer may doubt the credibility of a biased presentation.
A) knowledge bias
B) refutational arguments
C) source derogation
D) source bias

Question

Quizplus · Accepted Answer

Comparative advertising can lead to source derogation, where consumers doubt the credibility of the information because they see the advertiser as biased for criticizing competitors.

Comparative Advertising Runs the Risk of Lowering Believability and Stirring