Research on self-monitoring indicates that low self-monitors are more likely to respond favorably to image-based appeals than high self-monitors.

Question

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High self-monitors are more likely to respond favorably to image-based appeals because they are more sensitive to social cues and are more concerned with public image and social appropriateness. Low self-monitors are more likely to respond to appeals based on product quality or utility.

Research on Self-Monitoring Indicates That Low Self-Monitors Are More Likely