How should a marketer interpret a big difference between unaided and aided recall in a staircase analysis?
A) The brand is weak in its product category.
B) Consumers buy the product based on price.
C) The brand is unattractive to many consumers.
D) Consumers wait for promotions to buy the product.

Question

Quizplus · Accepted Answer

A big difference between unaided and aided recall suggests that the brand is not top-of-mind for consumers in its product category. This may indicate weak brand awareness or a lack of differentiation from competitors.

How Should a Marketer Interpret a Big Difference Between Unaided