Question

An advertising agency creates two television commercials for a range of kitchen and laundry appliances. Commercial A emphasizes the sleek styling of the appliances, whereas commercial B stresses their reliability and energy efficiency. Will the effectiveness of the two commercials vary as a function of the viewers' need for cognition?

Answer 1

Yes. See explanation below.

Step-by-step explanation:

In psychology, the need of cognition of an individual refers to the tendency of the individual of being engaged to activities that require thinking, individuals with a high need of cognition tend to seek effortful cognitive activities.

In the question, commercial A emphasizes the sleek styling of the appliances whether commercial B stresses their reliability and efficiency.

Considering these two features, it would be expected that commercial B is more effective with people with a high need of cognition because of the stress on efficiency and reliability (features usually seeked by people with need of cognition) whether commercial A will be more effective with people who don't look for this features and emphasizes physical features of the appliances.