Once a Marketing Message Is Received, the Consumer Begins to Process

question 70

Multiple Choice

Once a marketing message is received, the consumer begins to process it. Depending upon how personally involving the information is to the consumer, the consumer will follow one of two routes to persuasion, according to the:

• A) route-preference hypothesis (RPH).
• B) affect-cognate model (ACM).
• C) personal relevance hypothesis (PRH).
• D) elaboration likelihood model (ELM).

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Definitions:

Cognitive Development

The study of how thinking, problem solving, and intelligence evolve as people grow from infancy through adulthood.

Schaie's Model

A theory of cognitive development that outlines how thinking and problem solving abilities change over the course of a person’s life.

Postconventional Morality

The highest stage in Kohlberg's model of moral development, in which individuals make ethical decisions based on universal principles of justice and rights.

Kohlberg

Refers to Lawrence Kohlberg, a psychologist known for his theory of moral development.