Question

When consumers encounter promotional messages counter to their attitudes, they tend to:

a. Adhere to such advertisements
b. Seek out more information
c. Over-process the information
d. Discount such advertisements

Answer 1

Consumers tend to discount advertisements that are counter to their existing attitudes, due to cognitive biases that make them prefer information aligning with their beliefs.

Step-by-step explanation:

When consumers encounter promotional messages counter to their attitudes, they tend to discount such advertisements. This reaction is a form of cognitive bias, where individuals prefer information that supports their existing beliefs and are inclined to reject or undervalue information that contradicts them. In the context of advertising and persuasion, when confronted with information that challenges their attitudes, consumers may experience cognitive dissonance, leading them to discount messages that do not align with their views. Rather than changing their attitudes or seeking more information, they might maintain their current beliefs more firmly.