Chapter 5

Think-Feel-Do Model

Cognitive (think), affective (feel), and conative (do) steps in advertising response.

AIDA Model

Attention, Interest, Desire, Action – a traditional ad effect model.

Awareness-Knowledge-Liking-Preference-Conviction-Purchase

Linear model of buyer decision process.

Facets Model of Effects

Perception, Emotion, Cognition, Association, Persuasion, Behavior.

Perception

Receiving and assigning meaning to sensory info (exposure, attention, curiosity).

Subliminal Advertising

Messages presented below the threshold of awareness.

Emotion (Feel)

Affective reactions that arouse feelings like joy, fear, anger, or love.

Cognition (Think)

Processing, understanding, learning, and remembering information.

Association

Symbolic link between brand and ideas or emotions (e.g., pandas with Coke).

Persuasion

Consciously influencing belief or action; tied to credibility, logic, or emotion.

Motivation

Internal drive or external influence that spurs action.

Influence

Impact from word of mouth, bandwagon effect, or opinion leaders.

Involvement

High = deeper processing; Low = quick decisions, impulse.

Behavior

The action resulting from brand communication (buying, trying, sharing).

Effectiveness

Measured by whether it motivates action or changes belief.