McGuire of the Yale University prepared the Information-Processing model from his studies on persuasion in the 1940s. This model demonstrates the changes in attitude and behavior in response to persuasive communication. The six conditions for bringing about this change are outlined by him:
1. Exposure:
The customer receive the message regarding the product and services through advertisement media such as TV, Radio and Newspaper etc.
2. Attention:
After receiving the message the customer give his/her attention in that message content.
3. Comprehension:
After giving attention on the message the customer understand and interpret it to get the intended message send by the sender.
4. Acceptance:
The message should be accepted or not is depend upon the customers’ knowledge, perception, experience etc. if it has good experience towards the company then it accept that message else not.
5. Retention:
After accepting the message the customer store it in his/her long term memory.