The Various Models of the Ways Consumers Respond to Advertising

question 14

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) consumers never make purchase decisions based on a general awareness resulting from repetitive exposure to advertising
• 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) 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

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