The model suggests that advertising is persuasive enough on its own to provoke a purchase from the consumer. Ehrenberg (1974, p25) believed that the main role of advertising wasn't to persuade, but it should "reinforce feelings of satisfaction with brands already bought". This belief led to the ATRN model (Awareness > Trial > Reinforcement > Nudging), developed by Ehrenberg et al (1998, p6), which suggests that advertising works more as a tool of reminding customers who already like the brand, that they still like the brand.
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