Elmer is focused on how much he likes the jingle for the advertised product and evaluates the product using his association of this brand with his positive feelings toward the song playing in the background
Explain how Elmer is processing the advertisement, using the elaboration likelihood model as a base.
Elmer is using what is described as peripheral route processing from the elaboration likelihood model. If he was focused on the message, or central brand claims, he would be using the central route.
Business
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Which of the statistical techniques below does not involve a metric independent variable (Figure 16.1 in the text)?
A) t test B) ANOVA C) regression D) Both A and B are correct.
Business
Values of .60 or better are considered acceptable values of ________, the index of fit
A) attribute levels B) stress C) R-square D) relative importance weights
Business