H OW A DVERTISING W ORKS

The consumer decision-making process comprises five stages:

1 Problem recognition
2 Information search
3 Information evaluation
4 Purchase decision
5 Post-purchase evaluation
Corresponding to these, there are five psychological processes that (prospective) buyers go through:
1 Motivation
2 Formation of perception
3 Formation of attitudes
4 Integration
5 Learning
Several different hypotheses or models have been propounded to explain how advertising affects the human
mind, how it works on prospects. Many of these are ‘linear’ models, progressing through three stages:
1 Cognitive (where the prospect obtains knowledge about the brand)
2 Affective (where the information so obtained changes perceptions and attitudes)
3 Behavioural or conative (where some action is taken – trial purchase, perhaps)
Common models that follow this pattern include AIDA, Lavidge & Steiner’s Hierarchy of Effects, DAGMAR
and Innovation-Adoption models. (See textbook and reference book 1 for details of these models.)
The Joyce Model is different – it is not linear.
It should be noted that these models (and the other commonly used models) are useful also for explaining the
effects of other forms of communications that are used in marketing.
 Joyce Model
Advertising

Attention Reminder

Modify Selective
Reinforce Perception

Arouse /
Reinforce interest

Purchasing Attitudes

Habit Experience Consistency

Reduce dissonance