Role of the message’s source in the communication process Understanding consumers enables marketers to develop persuasive messages. Advertising media and how to select the right media when sending promotional messages targeting selected consumer groups. Role of the message’s audience (receivers) in the communication process. How marketers measure the effectiveness of their promotional messages. Subculture is, and its relationship to culture. Nationality as a subcultural influence on consumer behaviour. Religious affiliation as a subcultural influence on consumer behaviour. Geographic and regional residences as subcultural influences on consumer behaviour. Racial identity as a subcultural influence on consumer behaviour. Age as a subcultural influence on consumer behaviour. Gender as a subcultural influence on consumer behaviour. Multiple subcultural memberships jointly influence consumer behaviour