How Consumers React to Advertising

A new model of the advertising communication process is proposed, emphasizing scanning and focusing as stages in the processing of advertising by the consumer. During the scanning stage, the advertising should attract attention to become effective. Part of this attention-getting process is the primary affective reaction. The primary affective reaction is new to advertising process models, it is the gatekeeper and determinant of the remainder of the communication process. If successful, during the focusing stage cognitive elaboration, attitude formation and change take place. Measures of advertising effects are related to the stages of the communication process.