One of the flaws associated with the consumer jury method of pretesting an ad is:
A)the high cost of making the required changes.
B)the potential for ad erosion.
C)the potential for the halo effect.
D)the groupthink phenomenon.
E)the lack of control by researchers.

Question

Quizplus · Accepted Answer

The consumer jury method can lead to the halo effect, where the overall impression of the ad influences the perception of its individual elements, potentially skewing the feedback.

One of the Flaws Associated with the Consumer Jury Method