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)Product and brand managers
B)Art directors
C)Copywriters
D)Creative directors
E)Product consumers

Question

Quizplus · Accepted Answer

The study conducted by Elizabeth Hirschman found that individuals who were risk averse preferred commercials that focused on the product rather than creative impact. Product and brand managers are responsible for product development and positioning, and therefore may be risk averse in their decision-making. Art directors, copywriters, and creative directors, on the other hand, are typically involved in the creative development of advertisements and may be more willing to take creative risks. Product consumers may have varying preferences and cannot be generalized as being either risk-averse or risk-taking.

Based on the Findings of the Study Conducted by Elizabeth