The Gear model of advertising – Modelling human response to advertising stimuli
Michael F. Cramphornadd+impact®
Denny MeyerSwinburne University
INTRODUCTION
Innumerable attempts have been made to explain how we respond to advertising. For nearly a century advertisers were lured down a path that employed a rational, hierarchical approach (Vaughn 1986; Barry & Howard 1990). Advertising models focused on the apparently sequential behavioural steps of advertising exemplified by models such as AIDA: Attention – Interest – Desire – Action. Such behavioural models developed around an intuitive and rationalised explanation of what 'seemed to make sense'. They have been characterised as...