Investment Management Certificate (IMC) Practice Exam

In impression hierarchy, what is the highest level of response?

1. Commercial specifics

2. Brand name

3. Attitudinal response

4. Specific sales message

The correct answer is: Specific sales message

The highest level of response in the impression hierarchy is the attitudinal response. This level goes beyond mere recognition or recall of brand name or specific messages; it reflects an individual's feelings, beliefs, and overall evaluation of a brand or product. Attitudinal responses are crucial as they showcase the emotional connection a consumer has, influencing their purchasing decisions and long-term brand loyalty. The other options, while important in the hierarchy, represent lower levels of engagement. Commercial specifics pertain to technical details or features of a product, which, though relevant, do not capture the holistic view of consumer perception. The brand name is simply an identification marker and does not convey the depth of consumer sentiment. Specific sales messages focus on particular points of sale rather than encapsulating the broader emotional or cognitive effects a brand has on a consumer, which is what an attitudinal response encompasses.