In contrast to liking, advertising awareness and consideration have low sales conversion: awareness conversions range from 0 to 0.215 while consideration conversions range from 0 to 0.221 (see Table 5). Note that the highest conversions to sales from both awareness (0.215) and consideration (0.221) are in the shampoo category which is higher in consumer involvement than the others. Purchases of low-involvement products are not preceded by significant attitude change, particularly as it pertains to the cognitive attitudinal metrics of awareness and consideration. This shows the limitation of relying only on attitudinal response for making marketing impact inferences. Even when marketing succeeds in lifting an attitudinal metric, it does not imply that this specific attitude metric in turn converts into sales. Accounting for the full chain reaction of events allows for an actionable connection between marketing and financial performance metrics