填空题

The appeal of advertising to buying motives can have both negative and positive effects. Consumers may be (36) to buy a product of poor (37) or high price because of an advertisement. For example, some advertisers have appealed to people’s (38) for better fuel (39) for their cars by advertising automotive products that improve gasoline mileage. Some of the products work. Others are (40) and a waste of consumers’ money. Sometimes advertising is (41) misleading. A few years ago a brand of bread was offered to (42) with the message that there were fewer calories in every slice. It turned out that the bread was not dietitic, but just regular bread. There were fewer calories because it was sliced very thin, but there were the same number of calories in every (43) . On the advantageous side, emotional appeals may respond to a consumer’s real concerns. Consider fire insurance. (44) .The security of knowing that property is protected by insurance makes the purchase of fire insurance a worthwhile investment for most people. (45) . Each consumer must evaluate her or his own situation. Are the benefits of the product important enough to justify buying it (46) . Consumers still control the final buying decision.