Comparative Advertising,in Which One Brand Is Compared to Another,is Intended

Multiple Choice

Comparative advertising,in which one brand is compared to another,is intended to cause consumers to perceive differences between the products featured in the advertising.Marketers who use comparative advertising are trying to use __________ to make consumers believe that their products are better than competitors' offerings.

A) cognitive dissonance
B) selective retention
C) selective comprehension
D) stimulus generalization
E) stimulus discrimination