The Integrated Information Response Model

In 1982 two articles appeared that questioned the concept of a separate Low Involvement Hierarchy for the effects of advertising (5, 20). The Integrated Information Response Model (20) made it clear that purchase may often be an instance of information collection used to develop attitude. The single Hierarchy extended this model to include all information collection as Evaluation Behavior. Both models allowed for the possibility of advertising having a direct impact on attitude, but neither article hinted at the extent of advertising's influence. This paper explores the conditions under which advertising might or might not have this direct impact.