Part 1
Watch the following advertisement from Volkswagen:
Then, answer the following questions in a few sentences (2-3) each:
What message characteristics are particularly important to VW’s ability to try to influence consumers’ affective attitudes toward its cars?
How is VW applying the principle of emotional contagion in its marketing communications in this advertisement?
Part 2
reply to the following questions in 2-3 sentences each and number your responses in the thread
What is the mere exposure effect, and why is it important to consumers’ affective reactions?
In low-effort situations, what characteristics of the message influence consumers’ affective response?
What are the advantages and disadvantages of featuring celebrities in advertising messages?
