A public awareness advertisement that aims to convince people to give up smoking features three teens bungee jumping off a bridge. When they reach the ground, each grabs a soda can, opens it, and takes a sip. As the third person takes a sip, the can explodes and kills him. The final screen reads, "No other product but tobacco kills every third consumer." By placing the strongest point in the ad at the end, the ad's source is hoping its message benefits from the:
A)primacy effect.
B)recency effect.
C)sleeper effect.
D)credibility effect.
E)compliance hierarchy.

Question

Quizplus · Accepted Answer

The recency effect refers to the phenomenon where people are more likely to remember information that was presented to them last. By placing the strongest point at the end of the ad, the source is hoping that it will be more memorable and impactful for the audience.

A Public Awareness Advertisement That Aims to Convince People to Give