Comparative Advertising in Which One Brand Is Compared to Another

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 its product is better than the other one.

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