MODEL OF MC

1. Phases of development
2. Black Box Model
3. AIDAS Model
4. Lavidge & Steiner Model
5. DAGMAR Model
6. T. Joyce Model
7. Heightened Appreciation Model
8. The FCB Model
9. The Elaboration Likelihood Model
 MODEL OF MC
Based on various studies- explain
how communication works.
Three phases of development :
1. Early development phase
(1898 – 1960)
2. Modern development phase
(1961 – 1970)
3. Challenge & Defence period
(1971 – till date)
 Black Box Model
Stimulus Response Model
External factors Black Box Response
Economic & Opinion &
Information
Geographic Attitude
processing
factors change
Cultural
Decision
Social Behavior
making
Personal process change

Marketing
Comm.
Information
 AIDAS MODEL
The Oldest & Most popular Model, St. Elmo Lewis (1900)
Fifth step was added by Arthur Fredric Sheldon (1911)

Satisfaction
Action

Desire
Interest

Attention
(1961)
 SELECTIVE
MODIFIED PERCEPTION
ATTENTION REMINDER
REINFORCE

REDUCE
DISSONANCE

REINFORCE
INTEREST
 ADVERSTING STRESS ON
SPECIFIC ASPECT

BRAND - ADEQUATE IMAGE GRADUAL BRAND - ENHANCED IMAGE

INTERMITTENT USAGE CHANGES FREQUENT USAGE
TOWARDS

HEIGHTENED APPRECIATION
OF THE BRAND
 THINKING FEELING

1). Informative 2). Affective

(LEARN – FEEL - DO) (FEEL - LEARN - DO)
HIGH
Ex. Life Insurance, house, Ex. Sports Car, Perfume,
etc. etc.

3). Habit Formation 4). Self Satisfaction

(DO - LEARN - FEEL) (DO - FEEL - LEARN)
LOW
Ex. Clothes, Insect Ex. Greeting Cards, Candy,
Repellants Beer
 Elaboration Likelihood
Model

Petty & Cacioppo 1986

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thoughts every class period."
 1. Assumptions

• Process trumps variables (SMCR)

• People are overloaded with persuasive
messages
• It is impossible to evaluate every message
• People process messages in two fundamental
ways
– Central - elaborated
– Peripheral – not elaborated
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thoughts every class period."
 2. Central Processing
• Thoughtful analysis
– Uses other messages/issues to evaluate persuasive
message
– Creates a kind of internal debate
• Tends to be more rational (logos) based
• Creates more resistant attitudes (inoculation
theory)

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thoughts every class period."
 3. Peripheral Processing
• Driven more by “who” (ethos) rather than
“what”
• Based on heuristics or ROTs
– “More is better”
– “Attracted to the messenger”
– “Passion equals correctness”
• Explains “learning theory” & “attribution
theory”
• Tends to produce less permanent impact
– Short-term
– Lower-level of commitment
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thoughts every class period."
 4. Determinants of Path
• Motivational & Ability Factors
– High involvement & relevance
– Potential consequences
– Anticipated interaction
– Message complexity
• Situational & Personal Factors
– Enjoy thinking
– Level of knowledge
– Time availability

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 5. So what?

• Determine which route the audiences are taking

to process messages
– Major decisions – Central route
– Minor decisions – Peripheral route
• Select a strategy based on that route (matrix)
• Develop tactics based on strategy
– Central route – more logical arguments, evidence,
counterargument etc.
– Peripheral route – use learning theory, attribution theory
tactics
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thoughts every class period."