The explanation for why disliked communicators are sometimes more persuasive than liked communicators is because:
a. sometimes disliked communicators have a more impressive educational background
b. messages sometimes perceive them as more authoritative
c. disliked communicators will often argue for a proattitudinal message
d. message receivers experience more cognitive dissonance and through dissonance reduction have a great attitude change
d. message receivers experience more cognitive dissonance and through dissonance reduction have a great attitude change
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Indicate whether the statement is true or false.
In the "Why Weight" case, the advertising agency's creative insight was based on:
a. Surgery patients' belief in positive peer affirmations b. Showing successful weight losers holding up their old pants c. Using clothing labels found in common shopping malls d. Proving that eating was not as fun as fitting into new clothes