The dual-mediation hypothesis proposes that attitude toward the ad can affect brand attitudes in two ways.One way is that positive affect for the ad can lead to positive affect for the brand.A second way is that positive affect can lead us to be more likely to
A) evaluate the brand more closely.
B) believe what the ad says.
C) accept an unconditioned stimulus presented in the ad.
D) accept an unconditioned response presented in the ad.
E) process only the peripheral cues in the ad.

Question

Quizplus · Accepted Answer

The dual-mediation hypothesis suggests that a positive attitude towards an advertisement can not only make the brand more appealing but also make the viewer more likely to believe the claims made in the ad. This is because a positive affect towards the ad enhances the credibility of the information presented, leading to increased persuasion.

The Dual-Mediation Hypothesis Proposes That Attitude Toward the Ad Can