How do response hierarchies suggest different customer responses to communications about new cars and rice?
What will be an ideal response?
Marketers of new cars would apply the classic response hierarchy models, which assume that the buyer passes through cognitive (learn), affective (feel), and behavioral stages (do), in that order. Since buying a car, used or new, represents a significant investment for the buyer, it can be said that the buyer has involvement in the purchase decision and perceives high differentiation with the product category. In contrast, a buyer of rice has low involvement and is likely to see very little differentiation within its category. In this situation, consumers' response is more likely to follow a pattern of learn-do-feel.
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