If consumers really like an ad,
A) they may have fewer associations to the brand advertised.
B) classical conditioning is likely to occur.
C) this affect may transfer from the ad to the brand.
D) their involvement in processing the ad may decrease.
E) source derogations may increase.

Question

Quizplus · Accepted Answer

When consumers really like an ad, the affect may transfer from the ad to the brand, which means they may have a more positive attitude towards the brand. This is known as affect transfer.

If Consumers Really Like an Ad