Author Question: When a consumer is exposed to a new brand extension, the existing brand name can serve as a positive ... (Read 198 times)

Yi-Chen · **on:** Jun 28, 2018

When a consumer is exposed to a new brand extension, the existing brand name can serve as a positive anchor for subsequent judgments by
a. increasing the connections in both echoic and iconic memory.
b. altering the overall evaluation.
c. decreasing short-term memory for the attributes, thus increasing image.
d. altering the individual attributes of the product.
e. eliciting prior affect from memory.

Question 2

Services:
a. can not be stored.
b. are intangible.
c. are standardized.
d. (a) and (b) only.
e. (b) and (c) only.