Based on the findings of the study conducted by Elizabeth Hirschman, which of the following individuals is most likely to be risk averse and prefer commercials that focus on the product rather than creative impact?
A)Brand managers
B)Art directors
C)Copywriters
D)Commercial directors
E)Illustrators

Question

Quizplus · Accepted Answer

According to the study conducted by Elizabeth Hirschman, individuals who are high in need for structure and orderliness tend to be risk averse and prefer commercials that focus on the product rather than creative impact. Brand managers are responsible for managing the overall perception of a brand and are likely to be more risk averse. Therefore, they are the most likely to prefer commercials that focus on the product rather than creative impact.

Based on the Findings of the Study Conducted by Elizabeth