Perceived quality appears to be associated consistently with high prestige stores, high prices, and physical attributes of products such as color. Consumer income and educational level also affect perceptions of quality. These consumer demographic characteristics interact with each other and with the marketing mix in a complex manner.
Advertising appeals that arouse an appropriate amount of emotional tension can be successful in achieving desired attitudinal changes. For some members of an audience the appropriate amount of emotional tension may apparently be achieved by means of negative appeals while others respond better to positive appeals
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