Business-to-business advertisers often assume their ads must contain a lot of information so potential customers can use this information to solve their problems.The basis for this type of advertising would be the application of:

Question

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Cognitive learning theory suggests that individuals actively process and interpret information to create new knowledge and solve problems. Therefore, business-to-business advertisers who assume their ads must contain a lot of information cater to this cognitive process by providing potential customers with the necessary information to solve their problems. This applies to the concept of the knowledge gap, where individuals have a need for information to fill a gap in their understanding or knowledge. By providing a lot of information, these advertisers are potentially satisfying this need and helping potential customers develop new knowledge to solve their problems.

Business-To-Business Advertisers Often Assume Their Ads Must Contain a Lot