Question

In recognizing alternative paths to attitude formation and thus to persuasion, the ELM points out that the form of persuasion will depend both on consumer _____ (their motivation, opportunity, and ability to process marketing messages) and the relative strengths of the brand.

Answer 1

Characteristics

Explanation:

Consumer characteristics are very important to find out the different market segmentation of the target group. It is a technique that allows dividing the customers into groups. Consumers' characteristics can be based on their sociology demographic data such as there age, gender, ethnicity, geographic and psychological and behavioral characteristics.

There are seven characteristics of a good customer:

• Customer reign supreme

• Customers always connected

• The customer always expect a personal interaction

• Customer compare, compare and compare

• Customer trust word of mouth over the brands

• Customer think in the process as I want it now

• Customer is highly opinionated