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

Question

Quizplus · Accepted Answer

The models of consumer response to advertising and marketing communication suggest that it is crucial for marketers to identify which type of response process is most likely to occur so that they can tailor their programs to influence consumer response favorably. This means that understanding the different models can help marketers develop effective advertising and marketing strategies that influence consumers positively. The statement in option A is partly correct, but it presents a generalized view that cannot be applied to all situations. Option C is incorrect because the type of response process that occurs depends on the product, the target market, and other factors that influence consumer behavior. Option D is incorrect because consumers can make purchase decisions based on a general awareness resulting from repetitive exposure to advertising, especially for frequently purchased products.

The Various Models of the Ways Consumers Respond to Advertising