Asked by Mandalyns Watters on Apr 27, 2024
Verified
Coca-Cola's campaign "open happiness" is attempting to utilize ________ by using smiling people drinking the product, and even having the brand name form a smile within the advertisement.
A) positive reinforcement
B) individualism
C) desire effect
D) emotional contagion
Emotional Contagion
The phenomenon where emotions can be transferred from one person to another, influencing the moods and behaviors of others.
"Open Happiness"
A marketing slogan used by Coca-Cola to associate its brand with positive emotions and moments of joy.
Positive Reinforcement
A technique used in behavioral learning in which the introduction of a rewarding stimulus following a desired behavior increases the likelihood of that behavior being repeated.
- Examine the process of attitude formation and investigate the influence of advertising on consumer perspectives.
- Understand the strategies marketers employ to position products through functional theory to satisfy consumer demands.
Verified Answer
Learning Objectives
- Examine the process of attitude formation and investigate the influence of advertising on consumer perspectives.
- Understand the strategies marketers employ to position products through functional theory to satisfy consumer demands.
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