McDonald's has developed a campaign to highlight their healthier menu items,such as the 290-calorie Egg McMuffin.In order to determine whether the target audience accepts that McDonald's does offer healthy food choices,according to the information processing model,which type of research/test should McDonald's employ?
A) Message recall tests
B) Listener, reader, viewer recognition tests
C) Measurement of brand attitudes and purchase intent
D) Changes in inventory levels

Question

Quizplus · Accepted Answer

According to the information processing model, understanding how the target audience's attitudes and intentions towards a brand change after being exposed to a message is crucial. Therefore, measuring brand attitudes and purchase intent (C) is the most direct way to assess whether the audience accepts McDonald's as offering healthy food choices.

McDonald's Has Developed a Campaign to Highlight Their Healthier Menu