Unit 05 - Credit, Debit and Consumer Skills

Terms in this set (234)

Humor is used to catch audience attention.

Famous spokespeople are shown using a particular product or service.

Experts, such as dentists or doctors, are show recommending certain products.

Ordinary people are shown using everyday products, such as laundry detergent, in hopes that consumers will identify with them.

Status is often suggested by associating product use with someone who is successful and enjoys the "finer things in life."

Physical attraction is suggested by associating the use of a product with increased physical attraction or appeal.

Entertainment is implied by showing others using the product while having fun.

Intelligence is suggested by associating products with smart people who can't be fooled by gimmicks.

Independence is suggested by associating products with people who can think and act for themselves.

Guarantees, such as "lifetime guarantee" and "satisfaction guaranteed, or your money back," imply security.

Scarcity is implied when the seller creates a false sense of urgency by claiming that supply or time is limited.

Perceptual contrast is employed when the seller presents an undesirable option first to make the second option look far superior.

Scientific or numerical claims, some of which cannot be proven, such as "Nine-out-of-ten doctors say ...," reassure the purchaser.

Popular music is used so that the consumer might attach the product to something popular.

Bright colors catch the attention of a viewer.

Sound effects catch the attention of a viewer.

Words like "new," "amazing," or "free" catch the consumer's attention.
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