Advertising Strategy Implications of Consumer Evaluation Process Models

Demonstrates that the objective here is to discuss some recent findings in consumer behaviour thereby showing implications for the types of appeal strategies. Describes the three main types of consumer evaluation process models, going on to research findings concerning the conditions under which consumers follow each type. Points out the implications for advertising appeal strategy. Highlights the three main types of consumer evaluation process models as: compensatory models; satisfying models; and lexographic models. Concludes that multiple appeal strategies are most appropriate for new product introductions and brand repositioning.