The effectiveness of advertisements during the Super Bowl or during a situation-comedy, and product placements during scary or sad movies, can likely be attributed to what theory?
A)The theory of reasoned action
B)Attitude functionality theory
C)Weber's law
D)The elaboration likelihood model
E)Excitation transfer theory

Question

Quizplus · Accepted Answer

Excitation transfer theory explains how the arousal from one stimulus (e.g., the excitement from watching a Super Bowl game or the emotional arousal from a scary or sad movie) can intensify the response to a subsequent stimulus (e.g., an advertisement or product placement). This heightened state of arousal can make the advertisement more effective.

The Effectiveness of Advertisements During the Super Bowl or During