where the response parameters βi now indicate either a concave ( βi < 1) or an S-shaped
(βi > 1) response curve. The resulting response elasticity ηi is now contingent on the attitude metric’s potential as follows:
η i = βi * POT t (5)
For example, in an awareness-to-advertising relationship with a response elasticity 0.2 at zero initial awareness, the response elasticity will decline to 0.2*0.6 = 0.12 when awareness reaches 40%.