A frozen dessert manufacturer wants to see an increase in consumers who say they do plan on buying desserts at one of its outlets soon, so the manufacturer sets this as its objective in the ad plan.In doing so, the underlying assumption here is that purchase intent is

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The assumption here is that purchase intent accurately and reliably reflects consumers' future behavior. However, this may not always be the case, as consumers can express intent without actually following through with a purchase.

A Frozen Dessert Manufacturer Wants to See an Increase in Consumers