Final answer:
The theory that emphasizes leverage points and personal values is MECCAS. It suggests using a consumer's values as leverage in advertising strategies for them to be more effective. MECCAS differs from other theories by focusing on connecting the product to consumer values to impact decision-making. The correct answer is B) MECCAS.
Step-by-step explanation:
The theory that emphasizes leverage points and personal values is MECCAS (Means-End Conceptualization of Components for Advertising Strategy). This theory outlines that by leveraging personal values, advertising strategies can be more deeply connected to the consumer's cognitive structure and, therefore, more effective. MECCAS is linked with the idea that the most potent leverage points are the consumer's values, and the strategy should connect the product to those values to motivate a consumer’s decision process.
Looking at alternative theories, the hierarchy of effects involves a process of leading a consumer from awareness to action through different stages of readiness to purchase. Visual and verbal cues pertain to the sensory-specific elements of advertising that can influence consumer reactions. Lastly, conative and cognitive models focus on the aspects of learning and rational decision-making respectively. So, the correct answer is B) MECCAS.