According to economist Jesse Shapiro, the intent of much advertising is to
A)lie to the consumer regarding their product.
B)provoke creative thinking in consumers about how this product can benefit them.
C)"jam"the consumer's memory with positive impressions of a product.
D)"frighten" the consumer into buying a product that will prolong life and youth.

Question

Quizplus · Accepted Answer

According to economist Jesse Shapiro, the primary intent of advertising is to "jam" the consumer's memory with positive impressions of a product. While advertising may also aim to encourage creative thinking about product benefits or appeal to consumers' fears, the goal of creating positive associations with a product is the most important one for most advertisers. Lying to consumers about a product would likely have short-term gains but ultimately harm the advertiser's reputation and sales, and "frightening" consumers can also backfire by making them skeptical or anxious about the product being advertised.

According to Economist Jesse Shapiro, the Intent of Much Advertising