Two critical factors that influence how motivated or involved the audience would be when responding to promotional messages are:
A) whether the product satisfies a high or low level need, and the brand's popularity among reference groups
B) the popularity and fit of the celebrity chosen to represent the brand
C) how new the product is, and whether the consumer has previous experience with it
D) the consumer's previous brand experience and degree of brand loyalty

Question

Quizplus · Accepted Answer

The consumer's previous brand experience and degree of brand loyalty are critical factors that influence motivation and involvement when responding to promotional messages. If the consumer has had positive experiences with the brand in the past, they are more likely to be motivated and involved in the message. Additionally, if the consumer has strong brand loyalty, they are more likely to pay attention and respond positively to the message. Factors such as the product's level of need satisfaction, brand popularity, celebrity endorsements, and product newness may also play a role, but are secondary to the consumer's previous brand experience and loyalty.

Two Critical Factors That Influence How Motivated or Involved the Audience