In a feedback loop, a response is the Multiple Choice number of times a consumer must hear a message before it can be accurately decoded. impact the message had on the receiver's knowledge, attitude, or behaviors during the communications process. positive or negative feedback that a consumer expresses immediately after exposure to a company's message. impact, either positive or negative that occurs when one consumer Interprets a firm's message through word of mouth to anothe potential consumer using his or her own words. length of time required for a typical customer to associate a specific slogan, theme, melody, or logo with a specific product brand