According to the ____,consumers can have a favorable attitude toward an ad because they either have favorable cognitive reactions or favorable affective reactions to it.
A) favorable attitude theory
B) affective reaction law
C) cognition/affect hypothesis
D) evaluative consistency theory
E) dual-mediation hypothesis

Question

Quizplus · Accepted Answer

The dual-mediation hypothesis suggests that consumers' attitudes towards an advertisement can be positive due to either favorable cognitive reactions (thoughts about the ad or its content) or favorable affective reactions (feelings or emotions elicited by the ad). This hypothesis explains how both cognitive and affective components can mediate the relationship between an ad and consumers' attitudes towards the brand or product being advertised.

According to the ____,Consumers Can Have a Favorable Attitude Toward