Conveyed brand differential advantage

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Reference no: EM131743900

1. A successful advertising campaign that has conveyed a brand's "differential advantage" to consumers results in all of the following except :

A reorganization of people's memories such that brand information is now stored WITHIN attribute information, rather than vice versa

A reduction of the complexity of a convinced consumer's decision strategy from compensatory to lexicographic

A belief by targeted consumers that the brand is superior on an important attribute, while at least adequate on other attributes

All of the above

Only two of the above

2. Avis advertised: “We’re #2, but we try harder.” Hertz was the market leader at that time. The intended effect was for consumers to switch from their brand to Avis, due to its superior service. However, for some people the admission by Avis that they were #2 (an implicit acknowledgement that Hertz was #1) resulted in highly favorable judgments of Hertz. The latter group (those who evaluated Hertz more favorably than before) experienced:

Discounting

Covariation

Augmentation

The Fundamental Attribution Error (Actor-Observer Bias)

None of the above

Reference no: EM131743900

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