Rational and Emotional Advertising Appeals

Multiple Choice

Rational and emotional advertising appeals:

A) represent two distinctive approaches which should never be combined because they divide the focus of consumers' attention.
B) are essentially the same.
C) can be combined since consumers' purchase decisions are often made on the basis of rational and emotional motives.
D) are used together only for low-involvement products.
E) can be combined only for products and not for services.