2. By withholding the sponsors name until the end of its commercials, J.C. Penney adds a sense...

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2. By withholding the sponsor’s name until the end of its commercials, J.C. Penney adds a sense of mystery to its ads. Do you think this is a good approach for a retailer to take? Explain your answer by using consumer behavior concepts from this chapter.

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Consumer Behavior

ISBN: 9781266827174

5th Edition

Authors: Wayne D. Hoyer, Deborah J. MacInnis

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