Advertisers Frequently Use Emotional Appeals to Advertise Their Products and Services

Multiple Choice

Advertisers frequently use emotional appeals to advertise their products and services rather than rational appeals because:

A) consumers' motives for purchase decisions are often rational in nature
B) consumers' feelings about a brand can be more important than their knowledge of its features or attributes
C) emotional appeals to consumers often are less effective when brands are similar
D) emotional appeals are often less exciting and interesting than rational appeals
E) emotional appeals cannot help differentiate brands that consumers view as somewhat homogenous