2.2.1 Pre-exposure levelThe pre-exposure level of the consumer response does not usually exist in the consumer response, but it is imperative to be included in the online consumer response process. At this level, the online consumer goes through phases of literacy, intentional and voluntary before preparing for interaction or exposing themselves to commercial communication on the Web (Hanekom, 2006). In an offline environment, the consumer tends to purchase a product based on an emotional response and is usually exposed to messages involuntarily (Niazi, Siddiqui, Shah & Hunjra, 2011). Although literacy at this level is a prerequisite for comprehension, some consumers have not achieved this, but they can still understand the message through other means. In an online environment, Leelayouthayotin (2004) argued that the consumer can choose or search for the information they want and access it intentionally through the Internet, so pre-exposure is not accidental.2.2.2 Level d ExposureDuring the exposure level, the online consumer begins to become aware of the information and exposed to the message. The online consumer will go through five phases at this level: vehicle exposure, deliberate and desired exposure, information retrieval and regulation, exposure to web-based commercial communications, and awareness. Henekom (2006) stated that vehicle exposure is an indicator of message exposure. Therefore, the consumer must need to be exposed to the vehicle and then they can simply be exposed to the message. Bauer, Barnes, Reichardt, and Neumann (2005) explained that the individual consciously decides whether or not to adopt a specific behavior because they will consider various criteria before adopting it. When Bauer, Barnes, Reichardt, and Neumann (2005) state in the middle of the article......rAsiaExpedia gets 24-hour AirAsia priority booking before free seat sales. on Sunday. Retrieved from http://www.thesundaily.my/news/963408 Wong, J. (May 14, 2012). 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- started Yannopoulos, P. (2011). Impact of Internet on the formulation of marketing strategies. International Journal of Business and Social Science, 2(18). Retrieved from http://ijbssnet.com/journals/Vol_2_No_18_October_2011/1.pdf Yoo, SH, Matsumoto, D., & LeRoux, JA (2005). The influence of emotion recognition and regulation on cross-cultural adjustment. International Journal of Intercultural Relations, 30, 345-363. Retrieved from http://www.davidmatsumoto.com/content/2006%20Yoo%20Matsumoto%20LeRoux%20IJIR.pdf