In recognizing alternative paths to attitude formation and thus to persuasion, the elm points out that the form of persuasion will depend both on consumer (their motivation, opportunity, and ability to process marketing messages) and the relative strengths of the brand.

Characteristics

Explanation:

Consumer characteristics are very important to find out the different market segmentation of the target group. It is a technique that allows dividing the customers into groups. Consumers' characteristics can be based on their sociology demographic data such as there age, gender, ethnicity, geographic and psychological and behavioral characteristics.  

There are seven characteristics of a good customer:

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