Definition concerns the cognitive response

This refers to outcomes of the communication process, and is a measure of whether a communication event has been successful. Audience must be regarded as active problem-solvers who use marketing communications to help them in their lives, in purchasing services and products, and in managing organisation-related activities. For instance, brands are developed partly to help consumers and partly to assist marketing effort of the host organisation. A brand can inform consumers quickly that, among other things, 'this brand means x quality', and through experience of similar brand purchases consumers are assured that their risk is minimised. If problem facing a consumer is 'which new soup to select for dinner', by choosing one from a familiar family brand the consumer is able to solve it with minimal risk and great speed. (Module 3), individuals may or may not be aware of cognitive processing they engage in, as it varies according to a variety of factors.