• Micro-model of The Communication Process

Micro-models of marketing communications concentrate on consumers’ specific responses to communications. The below figure summarizes four classic response hierarchy models. All these models suppose the buyer passes through cognitive, affective, and behavioral stages, in that order. This “learn-feel-do” sequence is suitable when the customer has high involvement with a product category perceived to have high differentiation, such as an automobile or a property. An alternative sequence, “do-feel-learn,” is appropriate when the target has high involvement but perceives little or no differentiation within the product category, such as an airline ticket or personal computer. A third sequence, “learn-do-feel,” is relevant when the audience has low involvement and perceives little differentiation, such as with salt or mineral water. By choosing the right sequence, the marketer can do a better job of planning communications.