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) consumers never make purchase decisions based on a general awareness resulting from repetitive exposure to advertising
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) 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

Question

Quizplus · Accepted Answer

The models of consumer response to advertising and other forms of marketing communication suggest that different consumers will respond to different types of communication in different ways, based on factors such as their level of involvement with the product or service, their level of interest in the message, and their prior experience with the product category. Because of this variability, it is important for marketers to try to understand which type of response process is most likely to occur for a given product or target audience, so that they can develop marketing programs that are tailored to the needs and preferences of their intended audience.

The Various Models of the Ways Consumers Respond to Advertising