Lucy owns a bakery. She wants to attract new customers, brand her ...

[codyclark]

Lucy owns a bakery. She wants to attract new customers, brand her bakery in consumers' minds, and create impulse purchases. Which of the following should she use to accomplish these goals?
 a. newspaper advertising
  b. billboard advertising
  c. on-premise signage
  d. point-of-purchase displays
  e. television advertising

Question 2

Explain the significance of the theory of psychological reactance.

[sierramartinez]

Answer to Question 1

c

Answer to Question 2

The theory of psychological reactance helps explain why scarcity works. This theory suggests that people react against any efforts to reduce their freedoms or choices. Removed or threatened freedoms and choices are perceived as even more desirable than previously. Thus, when products are made to seem less available, they becomes more valuable in the consumer's mind. If the persuader is credible and legitimate, then an appeal may be effective if it activates consumers to purchase because they perceive that not many of the products remain.