4. The three alternative response hierarchies include:

standard learning hierarchy = learn feel do sequence. The consumer is viewed as an active participant and this sequence is likely when there is much differentiation among brands and the consumer is highly involved in the purchase process. dissonance/attribution hierarchy = do feel learn sequence. Occurs when consumers must choose between two alternatives that are similar in quality but are complex and may have unknown attributes. Focus of mass media should be on reducing dissonance after purchase. low involvement hierarchy = learn do feel sequence. Occurs when involvement in the purchase decision is low, there are minimal differences among brand alternatives, and mass-media advertising is important.