NICOLASCBBBA

7/29/2019 NICOLASCBBBA

1/5

The model is viewed as representing a situationwhere a firm is designing communications ( ads,

products etc) to deliver to consumers & consumers

responses will influence subsequent actions of thefirm .

Generally as shown in the figure , the model contains

4 major components or fields.1. The firms attributes & outputs or communications

& the consumers psychological attributes.

2. The consumers search for & evaluation of the

firms output & other available alternatives3. The consumers motivated act of purchase , and

4) The consumers storage & use of the product


2/5

Nicosia assumes that the consumer is seeking to fulfill specificgoals & that initially there is no history between the consumer& the firm , so no positive or negative predispositions towardthe firm exist in the consumers mind.

As shown in fig. the firm produces some type of communicationthat the consumer is exposed to .

Attributes of the message & the consumer determine the natureof the consumers exposure to it & its influence on him.

One consequence is that the message will influence theconsumers attitude towards the brand.

This attitude is the input to field two.

The consumer will probably become motivated to gaininformation at this point, & search activity is likely to occur.

Some search activity will involve searching internal memory forrelevant information about the communication.

External search may also occur , where the consumer visitsstores, read etc.

This is likely to lead to evaluation


3/5

If the consumer processes relevant information &

begins to favor the firms brand he will be

motivated toward it.If nothing intervenes , this motivation is likely to

lead to shopping activity & purchase of the

brand. At this point a no. of outcomes can occur .One outcome is that the firm receives feedback &

another is that the consumers attitudes toward

the brand may change because he gainsexperience with the product during its storage &

use. This product experience is feedback to the

consumers predispositions.


4/5

The model group the activities into four basic

areas

Field 1 has two sub areas- the consumersattributes & the organizations attributes

The ad message sent from the company will reach

the consumers attributes .

Depending on the way the message is received by

the consumer , a certain attribute may develop.

This newly developed attribute becomes theinput for area two.


5/5

The second area or area two is related to thesearch & evaluation, undertaken by the consumer ,of the advertised product & also to verify if otheralternatives are available. In case this step resultsin a motivation to buy the product or service , itbecomes the input to the third area.

The third area explains how the consumer actuallybuys the product.

The area four is related to the uses of the purchaseditems.

This fourth area may also be used as an input toreceive feedback on sales results to theorganization.

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