Questions for De Langhe et al$.(2017)$

Think about marketing actions and consumer responses. For example, marketers do a lot of promotional activities $($advertising$,$ emails, social media, search engine marketing, telemarketing etc.$)$ and hope to change consumer$$s attitudes, intentions and behaviors.

Can you identify two of the four types of non$-$linear relationships discussed in the paper and explain how some of the marketing actions$-$consumer outcome relationships would fit that pattern. Please identify your marketing constructs on the Y and X axis in the examples you use $($for example, if you are linking sales and advertising expense, then Sales will be Y axis and advertising will be X axis. Explain why you feel that this picture will represent the relationship well.

$1)$ Increasing gradually, then rising more steeply

$2)$ Decreasing gradually, then dropping quickly

$3)$ Climbing quickly, then tapering off

$4)$ Falling sharply, then gradually