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A charity ad shows a child in distress, holds the image long enough to be uncomfortable, then presents a large “Donate now” button. Which structure from class is this?

A driver has to choose between paying to repair an old car and paying more for a new one, and wants to do neither. This is:

Extra credit, up to 2 points. Name one concept from this course that explains a purchase you made in the last month. In three to five sentences, define the concept in your own words and show how it applied to your decision.

A coffee brand has advertised alongside images of quiet mornings for years. Now the smell of coffee alone brings “morning” and “warm” to mind for many consumers. In terms of associative networks, what has the advertising done?

A consumer has had a bad day. Instead of researching the laptop she meant to buy, she orders dessert and a cheap item online, and puts the research off. According to class, what is happening?

Very brief storage of incoming sensory information, before attention moves anything further, is:

A shopper sees the same ad for an unfamiliar energy drink in her feed every day for two weeks. Standing at the shelf, she finds she likes the look of it more than the unfamiliar brand beside it, and she can bring the name to mind without reading the label. Why does she like it more than the brand next to it?

A company puts its corporate name on every product it makes. One of those products has a widely reported safety problem, and sales fall across the whole range. Which statement from class does this illustrate?

A gym ad that says “Walk in and be noticed” speaks to the [b1] level of Maslow’s hierarchy, and one that says “Sleep better tonight” speaks to the [b2] level.

Experts in a product category tend to process attributes such as specifications, while novices need the message translated into benefits.