Advertising 281 Study Guide

Independent Variables

often controlled and manipulated

the cause of the effect

Dependent variables

the effect or outcome

the emotion, purchase rates

Pierce's 4 paths

Method of tenacity

holding on to the past, tenacity (ten years), hold on to cherished beliefs because they bring comfort, piece of mind.

this is BAD because we reject unfamiliar beliefs or others beliefs.

Method of authority

believing in something because someone who is the boss says that it should be that way.

when someone with authority tells you what to believe, this is BAD because it is not good for determining the facts.

A piori method

your own personal tastes and preferences

what "sounds good" to you

Scientific method

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