A negative comparison ad that leads to people not liking the sponsor brand may be due to:
A) the preemptive claim of superiority
B) a generic demonstration of product quality
C) spontaneous trait transference
D) internal cognitive consistency

Question

Quizplus · Accepted Answer

Spontaneous trait transference occurs when the negative attributes or qualities of the target brand featured in the ad are transferred to the sponsor brand, leading to a negative perception of the sponsor brand. This can result in people not liking the sponsor brand even though there may not be any actual fault with the brand. The other options do not directly explain the reason for negative perceptions of the sponsor brand.

A Negative Comparison Ad That Leads to People Not Liking