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)at no time can consumers develop brand preferences primarily on the basis of their direct experiences with a product
E)none of the above is true

Question

Quizplus · Accepted Answer

Consumer response to advertising varies greatly depending on the context, product, and individual differences. None of the statements A-D accurately capture the complexity and variability of consumer behavior in all situations.

The Various Models of the Ways Consumers Respond to Advertising