A recent ad portrayed a customer switching his video store membership as if it were the breakup of a relationship. This attempt at humor is likely to
a. decrease motivation.
b. increase counterarguing.
c. increase source derogations.
d. increase attention.
e. decrease the use of peripheral cues.
Question 2
Business marketing relationships vary in terms of their closeness or degree of collaboration. Transactions that are almost, if not entirely, void of a close, collaborative relationship:
a. do not involve the exchange of money.
b. involve long-term, contractual commitments.
c. are one-time exchanges of value between two parties with no prior or subsequent interaction.
d. intend to move each partner toward the attainment of some long-term strategic goal.
e. none of the above.
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