Which stage of the response process refers to what the receiver knows about a product?

The cognitive stage is where the receiver's knowledge about a product is established. This stage focuses on the mental processes involved in understanding and thinking, including awareness and comprehension. In this stage, consumers gather information about the product, process that information, and form beliefs or perceptions based on what they know. It is essential for building the foundation for subsequent stages of the response process, where feelings and actions towards the product are formed.

By contrast, the affective stage deals more with the emotional reaction and feelings that a consumer has towards a product, while the behavioral stage involves the actions taken in response to those feelings and beliefs. The feedback stage refers to the responses provided by the consumers, often in the form of reviews or data that can help marketers refine their strategies. Understanding the cognitive stage is crucial for marketers as this is where awareness and product knowledge begin, paving the way for emotional connections and purchasing behaviors.