8. Suppose that the advertising objective is to entice people to try a new brand. Predictive validity
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8. Suppose that the advertising objective is to entice people to try a new brand.
Predictive validity is whether recall predicts purchase, whether memorability predicts purchase, whether arousal and interest predict purchase, or whether attitudes predict purchase. From what has been reviewed in previous chap¬
ters, discuss the validity question at each of these levels.
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