2.2.1 Pre-exposure level The pre-exposure level of the consumer response usually does not exist in the consumer response, but it is imperative to be included in the process of online consumer response. During this level the online consumer proceeds through intentional and voluntary stages of literacy before preparing to interact or expose themselves to web-based commercial communication (Hanekom, 2006). In the offline environment, the consumer tends to purchase the product based on emotional response and is usually exposed to the messages involuntarily (Niazi, Siddiqui, Shah & Hunjra, 2011). Although literacy at this level is a prerequisite for understanding, some consumers have not progressed but can still understand the message in other ways. In the online environment, Leelayouthayotin (2004) argued that the consumer can choose or search for the information they want and intentionally access information via the Internet, so pre-exposure is not random. 2.2.2 Exposure Level During the exposure level, the online consumer begins to be aware of the information and exposed to the message. There are five stages that the online consumer will go through in this level: vehicle exposure, deliberate and desired exposure, information gathering and regulation, web-based commercial communication exposure, and awareness. Henekom (2006) stated that vehicle exposure is the indicator of message exposure. Therefore the consumer must need to be exposed to the vehicle, so they can simply be exposed to the message. Bauer, Barnes, Reichardt, and Neumann (2005) explained that the individual consciously decides whether or not to perform a specific behavior as he or she will consider various criteria before performing it. When Bauer, Barnes, Reichardt, and Neumann (2005) state......center of paper......rAsiaExpedia gets 24-hour AirAsia priority booking before free seat sales. on Sunday. Retrieved from http://www.thesundaily.my/news/963408Wong, J. (2012, May 14). Is online marketing in Malaysia dead before it even started? Retrieved February 24, 2014, from http://www.clicktrue.biz/online-marketing/is-online-marketing-in-malaysia-dead-before-it-even-initiatedYannopoulos, P. (2011). Impact of the Internet on marketing strategy formulation. International Journal of Business and Social Science, 2(18). Retrieved from http://ijbssnet.com/journals/Vol_2_No_18_October_2011/1.pdfYoo, S. H., Matsumoto, D., & LeRoux, J. A. (2005). The influence of emotion recognition and regulation on cross-cultural adaptation. International Journal of Intercultural Relations, 30, 345-363. Retrieved from http://www.davidmatsumoto.com/content/2006%20Yoo%20Matsumoto%20LeRoux%20IJIR.pdf