When Joanne saw a television ad for a large retail chain of jewelry stores, she was impressed with the money-back guarantee that the company offered on its jewelry.However, when she later heard an identical audio portion of the ad on the radio, she was unimpressed with the guarantee.This differing perception of ads as a result of the medium in which they appear is caused by the _____ effect.
A)halo
B)primacy-recency
C)stimulus-response
D)vehicle option source
E)vehicle media context

Question

Quizplus · Accepted Answer

The vehicle option source effect refers to the differing perceptions of an advertisement based on the medium through which it is delivered.

When Joanne Saw a Television Ad for a Large Retail