Feedback part of the receivers response that is

Feedback: part of the receivers response that is communicated back to the sender. Feedback
closes the loop in the communication flow and lets the sender monitor how the intended
message is being decoded.

The Response Process
Traditional Response Hierarchy Models
Page.92 Models of the response process.
Cognitive Processing of Communications
The cognitive response approach
Cognitive responses: the thoughts that occur to them while reading, viewing and/or hearing a
communications.
See power point diapo 56 for model of cognitive response
Product/Message Thoughts: The first category of thoughts comprises those directed at the
product or service and or the claims being made in the communication.
 Counterarguments: are thoughts the recipient has that are opposed to the
position taken in the message.
 Support arguments: thoughts that affirm the claims conveyed in the message.
Source-oriented Thoughts: a second category of cognitive responses is directed at the source of
the communication. One of the most important types of responses in this category is source
derogations or negative thoughts about the spokesperson or organization making the claims.
Receivers who react favorably to the source generate favorable thoughts or source bolsters.
Ad Execution Thoughts: The third category of cognitive responses consist of the individuals
thoughts about the ad itself. They can be either favorable of unfavorable.
Attitude to Ad: consumer affective reactions to ads are an effect of cognitive responses,
something not included in the previous models.
The Elaboration Likelihood Model
The ELM explains the process by which persuasive communications (such as ads) lead to
persuasion by influencing attitudes. The attitude formation or change process depends on the
amount and nature of elaboration, or processing, of relevant information that occurs in
response to a persuasive message.