With respect to the stages in Russell Colley's hierarchical model of the communication process, the _____ stage deals with developing an understanding of what the product is and what it will do for the consumer.
A)conviction
B)comprehension
C)awareness
D)action
E)screening

Question

Quizplus · Accepted Answer

The comprehension stage deals with developing an understanding of what the product is and what it will do for the consumer. The awareness stage focuses on making consumers aware of the existence of the product, the conviction stage involves building a preference for the product, and the action stage is when the consumer makes the purchase. The screening stage is not a part of Russell Colley's hierarchical model of the communication process.

With Respect to the Stages in Russell Colley's Hierarchical Model