The internal consumer response process: Towards an integrated conceptual model

Abstract

Most existing consumer response models explain consumer response processes in a simplistic linear and sequential manner (Strong 1925; Lavidge & Steiner 1961; Rogers 1962; McGuire 1978; Ray 1973; Smith & Swinyard 1982; Vaughn 1980; Petty & Cacioppo 1983; Preston 1982; Moriarty, Mitchell and Wells 2008), ignoring variables or factors which could alter the response process order. Although various theorists criticised existing consumer response models mainly because of this (Belch & Belch 2001; Hanekom 2006; Hanekom, Barker & Angelopulo 2007; Moriarty et al. 2008; Del Barrio-Garcia & Luque-Martinez 2003; Mortimer 2002; Wu sa]; Bendixen 1993; Wilmshurst 1985), no efforts have been made to develop a conceptual model to address these limitations. The main objective of this article is, therefore, to develop an integrated conceptual model for the internal consumer response process through a comprehensive qualitative literature review and theoretical analysis of existing advertising response models. This model integrates existing and original consumer response levels and phases, and appends specific variables to each response level that influence the manner in which consumers internally proceed through the diverse response processes. Furthermore, the proposed model will allow the execution of more specific objectives which include (a) to propose a paradigm shift from advertising consumer response models to integrated marketing communication response models; (b) to systematise existing consumer response models by arranging them into three proposed paradigms, based on their focal aim; and (c) to develop an integrated marketing communication internal consumer response model, depicting eight internal consumer response levels, consisting of diverse internal consumer response phases.