A commercial for a cleaning product showed a refrigerator with old food stains and a guest of the owner about to open the refrigerator.This commercial might elicit customers to buy the product that will help clean their refrigerator.The message is using ____ to influence customer attitudes.

Question

Quizplus · Accepted Answer

The commercial is using a fear appeal, as it is showing the potential negative consequences of not having a clean refrigerator (i.e. old food stains) and implying that the guest may judge the owner based on the state of their refrigerator. This fear appeal is then used to influence customer attitudes towards buying the cleaning product. Strategic positioning, product placement, cognitive planning, and urgent appeals are not present in this particular message.

A Commercial for a Cleaning Product Showed a Refrigerator with Old