The model is viewed as representing a situation where a firm is designing communications ( ads, products etc) to deliver to consumers &

consumers responses will influence subsequent actions of the firm . Generally as shown in the figure , the model contains 4 major components or fields. 1. The firms attributes & outputs or communications & the consumers psychological attributes. 2. The consumers search for & evaluation of the firms output & other available alternatives 3. The consumers motivated act of purchase , and 4) The consumers storage & use of the product

Nicosia assumes that the consumer is seeking to fulfill specific goals & that initially there is no history between the consumer & the firm , so no positive or negative predispositions toward the firm exist in the consumers mind. As shown in fig. the firm produces some type of communication that the consumer is exposed to . Attributes of the message & the consumer determine the nature of the consumers exposure to it & its influence on him. One consequence is that the message will influence the consumers attitude towards the brand. This attitude is the input to field two. The consumer will probably become motivated to gain information at this point, & search activity is likely to occur. Some search activity will involve searching internal memory for relevant information about the communication. External search may also occur , where the consumer visits stores, read etc. This is likely to lead to evaluation

If the consumer processes relevant information & begins to favor the firms brand he will be motivated toward it. If nothing intervenes , this motivation is likely to lead to shopping activity & purchase of the brand. At this point a no. of outcomes can occur . One outcome is that the firm receives feedback & another is that the consumers attitudes toward the brand may change because he gains experience with the product during its storage & use. This product experience is feedback to the consumers predispositions.

 The model group the activities into four basic areas Field 1 has two sub areas- the consumers attributes & the organizations attributes The ad message sent from the company will reach the consumers attributes . Depending on the way the message is received by the consumer , a certain attribute may develop. This newly developed attribute becomes the input for area two.

The second area or area two is related to the search & evaluation, undertaken by the consumer , of the advertised product & also to verify if other alternatives are available. In case this step results in a motivation to buy the product or service , it becomes the input to the third area. The third area explains how the consumer actually buys the product. The area four is related to the uses of the purchased items. This fourth area may also be used as an input to receive feedback on sales results to the organization.