Information Response Models: An Integrated Approach
回顾了广告反应理论的发展，包括效果层级和低卷入学习模型，并整合多个领域概念提出了新的“整合信息反应模型”，该模型与现有证据高度一致。
This article reviews the development of advertising response theories including the hierarchy of effects and low involvement learning models. By combining concepts from several areas, a new “integrated information response model” is proposed that appears to be in close accord with existing evidence.