The greater the discrepancy between the ideal state and the actual state,
A) the lower the recall for marketing communications.
B) the higher the ability to process information about the product.
C) the lower the number of support arguments to marketing communications about the ideal state.
D) the more likely the consumer is to act.
E) the less likely the consumer is to act.

Question

Quizplus · Accepted Answer

When the actual state falls far short of the ideal state, the consumer is more likely to take action in order to close the gap between the two states. This can be a motivation to seek out information about the product or make a purchase, leading to higher engagement and purchase intent.

The Greater the Discrepancy Between the Ideal State and the Actual