William McGuire’s Model Of Persuasion (6 Steps)

William McGuire’s Model Of Persuasion (6 Steps)

William McGuire, from Yale, further developed the Yale Approach to Persuasion. 

He broke down the persuasion process into 6 sequential steps. 

1. Exposure / Presentation
Audiences are presented with a message through a channel (Eg: Media). This is the easiest step to achieve. 

2. Attention / Awareness
Audiences will see and recognize the message with either creative exposure, or repeated exposure. Often 3 times or more.

3. Comprehension / Understanding
Audiences comprehend the value or point of the message. 

4. Acceptance 
Audiences believe the message. 

5. Retention
Audiences remember the message, and identify the message with the company and its products / services. Company becomes branded. 

6. Action !
Audiences change their behavior in the desired direction. Purchase! 


Helping Consumers Remember

In normal decay, the persuasiveness of an ad decreases over time. Marketers overcome this by: 

1. Repeat the ad.
2. Develop a creative ad that requires audiences to think. 
3. Jog the memory - Product placement, event sponsorship, etc. 
4. Consistency - Messages that are consistent (Theme, Colours, Font, Music, etc.) aids brand recall.