The Various Models of the Ways Consumers Respond to Advertising

question 63

Multiple Choice

The various models of the ways consumers respond to advertising and other forms of marketing communication show that:

• A) consumers are generally highly involved in the response process and engage in active information processing
• B) it is important that marketers try to determine which type of response process is most likely to occur so that they can tailor their programs to favourably influence consumer response
• C) the notion of a highly involved consumer who engages in active information processing and acts on the basis of higher-order beliefs and well-formed attitudes is appropriate for all purchase situations
• D) consumers never make purchase decisions based on a general awareness resulting from repetitive exposure to advertising

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Definitions:

Cerebrum

The largest part of the brain, responsible for higher brain functions such as thought, action, and emotion.

Synaptic Transmission

The process by which signals are passed between neurons through the synapse, involving the release of neurotransmitters.

Electrical Neural Impulse

The electrical signals transmitted along neurons, facilitating communication between the brain and parts of the body.

Synaptic Cleft

The tiny gap between neurons across which neurotransmitters are released and received, facilitating neural communication.