Krypton Inc., a toothbrush manufacturer, prints a magazine ad with a picture of a smiling, toothless monster with a caption that reads, "Smooth care for your teeth and gums." Krypton's advertisers believe that using a picture that contradicts the verbal message will grab more attention, thus:
A)getting consumers to engage in more elaborative processing.
B)stimulating immediate purchasing behaviors in consumers.
C)reinforcing the primacy effect.
D)reinforcing the recency effect.
E)creating a strong refutational appeal.

Question

Quizplus · Accepted Answer

By using a picture that contradicts the verbal message, Krypton Inc. is creating a novelty effect that will make the consumer stop and pay more attention to the ad. This increased attention will lead to more elaborative processing, where the consumer will think more deeply about the message and the product, making it more likely that they will remember it and consider purchasing the toothbrush.