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    Consumer Processing Model

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    ruqayya muhammed
    The Consumer Processing Model outlines 8 steps that consumers go through when making purchase decisions in a rational way: 1) exposure to marketing, 2) paying attention, 3) comprehending information, 4) agreeing, 5) retaining information, 6) retrieving information, 7) deciding between alternatives, and 8) acting on the decision. Marketers using this model typically use straightforward advertising highlighting product benefits. Procter & Gamble is an example that uses a simple rational approach to appeal to consumers' needs with products like Pampers and Bounty.

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    Consumer Processing Model

    Uploaded by

    ruqayya muhammed
    1K views2 pages
    The Consumer Processing Model outlines 8 steps that consumers go through when making purchase decisions in a rational way: 1) exposure to marketing, 2) paying attention, 3) comprehending information, 4) agreeing, 5) retaining information, 6) retrieving information, 7) deciding between alternatives, and 8) acting on the decision. Marketers using this model typically use straightforward advertising highlighting product benefits. Procter & Gamble is an example that uses a simple rational approach to appeal to consumers' needs with products like Pampers and Bounty.

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    Consumer Processing Model

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    The Consumer Processing Model outlines 8 steps that consumers go through when making purchase decisions in a rational way: 1) exposure to marketing, 2) paying attention, 3) comprehending information, 4) agreeing, 5) retaining information, 6) retrieving information, 7) deciding between alternatives, and 8) acting on the decision. Marketers using this model typically use straightforward advertising highlighting product benefits. Procter & Gamble is an example that uses a simple rational approach to appeal to consumers' needs with products like Pampers and Bounty.

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    © All Rights Reserved
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    Download as docx, pdf, or txt
    1K views2 pages

    Consumer Processing Model

    Uploaded by

    ruqayya muhammed
    The Consumer Processing Model outlines 8 steps that consumers go through when making purchase decisions in a rational way: 1) exposure to marketing, 2) paying attention, 3) comprehending information, 4) agreeing, 5) retaining information, 6) retrieving information, 7) deciding between alternatives, and 8) acting on the decision. Marketers using this model typically use straightforward advertising highlighting product benefits. Procter & Gamble is an example that uses a simple rational approach to appeal to consumers' needs with products like Pampers and Bounty.

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    Consumer Processing Model (CPM)

    The Consumer Processing Model shows marketers how buyers make decisions in a rational, systematic,
    and reasoned way. This model generally follows a series of eight steps that consumers go through in
    making purchasing choices:

    1. Being exposed to marketing through an advertisement or commercial

    2. Paying attention to the marketing

    3. Comprehending the information presented

    4. Agreeing with what was comprehended

    5. Retaining accepted information in memory

    6. Retrieving information from memory

    7. Deciding from alternatives

    8. Acting on the basis of the decision

    Marketers who want to appeal to consumers using this model typically use straightforward, matter-of-
    fact advertising, perhaps highlighting a product's benefits and characteristics.

    One of the best examples of marketing directed at rational and reasoned decision-making is the
    approach used by consumer products manufacturer Procter & Gamble. Procter & Gamble is well-known
    for products such as Tide, Bounty, and Pampers. In marketing its products, Procter & Gamble chooses a
    simple approach designed to appeal to the rational side of a consumer. Your baby needs diapers,
    Pampers has you covered. You need to clean up spills efficiently in your kitchen? Try Bounty.

    Using the eight-step model for buying diapers, the consumer journey may look like this:

    1. Sarah sees a commercial for Pampers.

    2. Sarah has a baby and pays attention to the commercial.

    3. Sarah comprehends that Pampers stops leaks.

    4. Based on previous experience, Sarah agrees with that claim.

    5. Sarah remembers the Pampers commercial.

    6. When she's at the store, Sarah remembers the Pampers commercial.

    7. Sarah has to make a choice between diaper brands.

    8. Sarah purchases the Pampers diapers.


    HEDONIC EXPERIENTIAL MODEL (HEM)
    1. People consume products for the fun of it, or in pursuit of amusement, fantasies or
    sensory stimulation
    2. Products are subjective symbols that precipitate feelings, promise fun and possible
    realization of fantasies
    3. Communication of HEM-relevant products emphasizes non-verbal content or
    emotionally provocative words and is intended to generate images, fantasies and
    positive emotions and feelings
    4. The CPM and HEM models are not mutually exclusive—consumers can be both rational
    and self-involved in their decision-making processes
    5. Generate images, fantasies, and positive emotions and feelings about brands that
    consumers interpret idiosyncratically
    6. Emphasize nonverbal content or emotionally provocative words to connect consumers
    to brands

    Illustration of an HEM-Oriented
    Advertisement

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