This model tries to explain the behaviour of the buyer by establishing a link between the organization & its prospective consumers. The model suggests that the message from the firm first influences the predisposition of the consumer towards the product or service. Based on this situation the consumer will develop a certain attitude towards the product. This may result in a search for the product or the consumer may evaluate certain attributes of the product. If the consumer is satisfied, it may result in a positive response, with a decision to buy the product or the reverse may happen.