Byron has an interest in purchasing a motorcycle and is now looking at different models and gathering information about each one. The ________ appeal would be the most effective in developing or changing Byron's attitude and in establishing specific brand beliefs.

Question

Quizplus · Accepted Answer

When making a purchasing decision, especially for a high-involvement product like a motorcycle, consumers tend to weigh the pros and cons and conduct research to make an informed decision. Therefore, the rational appeal which provides factual information and compares different models would be most effective in changing Byron's attitude and establishing specific brand beliefs. Emotional and humor appeals may capture his attention but may not provide him with the necessary information to make an informed decision. The sex appeal is not relevant to his decision-making process.

Byron Has an Interest in Purchasing a Motorcycle and Is