Comparative advertising, in which one brand is compared to another, is intended to cause consumers to perceive differences between the products featured in the advertising. Marketers who employ comparative advertising are trying to use ________ to make consumers believe that their products are better than competitors' offerings.
A) cognitive dissonance
B) selective retention
C) selective comprehension
D) stimulus generalization
E) stimulus discrimination

Question

Quizplus · Accepted Answer

Stimulus discrimination is used in comparative advertising to highlight differences between products, making consumers perceive one as superior.

Comparative Advertising, in Which One Brand Is Compared to Another