The consumer’s attitudes toward an advertised product can go…
The consumer’s attitudes toward an advertised product can go through several stages. The first is simply lack of awareness, a total ignorance of a manufacturer’s brand. From the manufacturer’s point of view, this, of course, is the least desirable attitude. The next step up the ladder of success for the advertiser, therefore, is awareness. Simple awareness is followed by knowledge, a state in which the consumer has learned some facts about the product’s advantages. A step above knowledge is acceptance, for that is the stage in which a consumer is as willing to buy a particular product as any other. When a shopper actually desires a product over competitors, that consumer has reached the preference stage. The final stage is insistence, which means the consumer will settle for no other product.