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Kanokwan

The information processing model is framework used by cognitive psychologists to explain and describe mental process.  This model help the organization transfer the information to the customer and create the image of the organization by using the advertsing message.

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3. Criticisms of the model
1) Merits of the model
---This model provides people a direct insight of the sequence of the information delivering process (how humans process information ).

---Compared with other similar models, this model concludes retention stage, which refers to the process customers picking up relevant and valuable information and that is important. Adding this stage to the whole process makes people pay more attention to convey valid information to customers.

2) Drawbacks of the model
---In normal decay, the persuasiveness of an ad decreases over time, because of the long process (time-consuming, redundant content, disturbance...

---This model is based on the logical sequence-learn, feel, do-of customers' purchasing behavior, however, many purchases do not occur in a logical, rational manner. For example, many people make decision according to their feelings.

---The model simply reflects that positive attitudes contribute to purchase decision, failing to consider attitude changes, which may reverse the outcome.

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Martin Yuan
Andrea Xu
Christina zhou
Monica ding
Wendy bao
Fah kanokwan

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What is Information-processing model? -- Christina Zhou

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What is Information-processing model? -- Christina Zhou

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Information-processing model is the idea often used in connection with marketing, that the human brain takes in information, stores it, and later makes decisions.
The information-processing model is useful for advertising messages, in that it acknowledges the need for the consumer to retain the message in their memory.

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Three stage of information-processing model -- Christina Zhou

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Three stage of information-processing model -- Christina Zhou

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The information processing model that substantiate the behaviour of consumers across three stages of awareness: cognitive stage, affective stage and behavioural stage.

Cognitive Stage - This is where the thinking process happens. The first three steps of Presentation, Attention and Comprehension falls under this stage.

Affective Stage - This is the stage where the customer evaluates the product. Yielding and Retention phases fall under this stage.

Conative Stage - Also known as Behavioural Stage, Behaviour happens during this stage.

All response models see consumers as moving through a series of stages(cognitive, conative and  affective). This suggests that advertisers face potential buyers at different stages. And each stage poses different communication challenges.

It is assumed that learning (cognitive effect) must occur before attitudes are formed (affective stage), which will lead to behavior (conative stage).

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(2)Examples of how IPM has been used within advertising.

McGuire of the Yale University prepared the Information-Processing model from his studies on persuasion in the 1940s. This model demonstrates the changes in attitude and behavior in response to persuasive communication. The six conditions for bringing about this change are outlined by him:

1.       Exposure:

The customer receive the message regarding the product and services through advertisement media such as TV, Radio and Newspaper etc.

2.       Attention:

After receiving the message the customer give his/her attention in that message content.

3.       Comprehension:

After giving attention on the message the customer understand and interpret it to get the intended message send by the sender.

4.       Acceptance:

The message should be accepted or not is depend upon the customers’ knowledge, perception, experience etc. if it has good experience towards the company then it accept that message else not.

5.       Retention:

After accepting the message the customer store it in his/her long term memory.

Examples:
Outdoor advertising.
Pop-up advertising.
Amazon.

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McGuire of the Yale University prepared the Information-Processing model from his studies on persuasion in the 1940s. This model demonstrates the changes in attitude and behavior in response to persuasive communication. The six conditions for bringing about this change are outlined by him:

The customer receive the message regarding the product and services through advertisement media such as TV, Radio and Newspaper etc.

After receiving the message the customer give his/her attention in that message content.

After giving attention on the message the customer understand and interpret it to get the intended message send by the sender.

The message should be accepted or not is depend upon the customers' knowledge, perception, experience etc. if it has good experience towards the company then it accept that message else not.

After accepting the message the customer store it in his/her long term memory.

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McGuire of the Yale University prepared the Information-Processing model from his studies on persuasion in the 1940s. This model demonstrates the changes in attitude and behavior in response to persuasive communication. The six conditions for bringing about this change are outlined by him: The customer receive the message regarding the product and services through advertisement media such as TV, Radio and Newspaper etc.

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Strongly recommend the book called ' Introduction to Marketing concepts' wrote by John Ensor. Very useful! Not only include the management concept and also appears to introduced the relevant module like advertising and Marketing Research.
Sincerely,
Martin(A little leaf among the flowers)

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Six phases of the information-processing model -- Christina Zhou

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Six phases of the information-processing model -- Christina Zhou

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Information Processing Model substantiates that consumers go through a series of phases before making the final purchase decision. It emphasizes on six phases namely Presentation, Attention, Comprehension, Yielding, Retention and Behaviour.

Presentation is the first phase at which a customer becomes aware about a need and looks for a product that can satisfy the need.

Attention is the second phase at which a product grabs the attention of the customer.

Comprehension is the phase at which the consumer compares and evaluates different products and brands to select the product that meets his/her requirements.

Yielding is the phase at which the customer settles down for a specific brand and its product that they have selected at after in depth research.

Retention is the phase at which the customer remembers key factors and attributes about specific brands and their products that they want to purchase.

Behaviour is final phase at which the customer finally purchases the product he/she selected.

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For your given model, you should find out:

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For your given model, you should find out:

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- How your model relates to the cognitive (think), affective (feel) and conative (do) processes within advertising
- Examples of how your model is/has been used within advertising
- Criticisms of your given advertising model