Final answer:
Consumer sensitivity to marketing messages is determined by how inclined they are to the information, which is examined under the Elaboration Likelihood Model. This model outlines the central and peripheral routes to persuasion, with the former being effective for analytical audiences. Other factors including message subtlety, sidedness, and timing can also influence the effectiveness of a marketing message.
Step-by-step explanation:
Consumer sensitivity to a marketing message is indeed a function of how inclined they are to that information, which is influenced by various factors, such as their existing beliefs, the characteristics of the message, and the source of the information. The Elaboration Likelihood Model of persuasion explains this phenomenon through two primary routes: the central and peripheral. The central route to persuasion is more effective when the target audience is analytical and willing to process the information deeply, looking at the quality and features of the product, such as with a computer purchase. However, in situations where the information available is unclear or imperfect, this can lead to purchaser's remorse or hesitation to make future purchases. Factors like message subtlety, sidedness, timing, and order effects also play vital roles in how persuasive a marketing message can be. Messages that are more subtle tend to be more persuasive, as do messages that appear first in a sequence if no delay is present, or the last message if there is a delay before decision-making. This suggests that both the presentation and content of marketing messages can greatly affect consumer attitudes and eventual behavior. Society is continually influenced by marketing, whether it's through media, political candidates, or legislation. As such, being able to understand and critically analyze marketing messages is a crucial skill in the modern era, where we are constantly bombarded with information. A discerning consumer will utilize skills similar to analyzing a set of data to make informed decisions about the products they choose to purchase.