All response hierarchy models of the communication process assume the buyer passes through cognitive, affective, and behavioral stages, in that order. Which of the following product categories lends itself most appropriately to such a "learn-feel-do" sequence?
A) socks
B) salt
C) real estate
D) gasoline for a car
E) airline tickets

Question

Quizplus · Accepted Answer

Real estate is a high-involvement purchase that typically requires extensive research and evaluation, making it a suitable product category for the cognitive stage. Affective reactions like feelings of excitement or disappointment can follow having viewed different properties, leading to the affective stage. Finally, a decision to purchase or not purchase the property is made in the behavioral stage.

All Response Hierarchy Models of the Communication Process Assume the Buyer