in search of a product or service. Consumers process this information at a cognitive level before forming an attitude to the brand and purchase intent. A cognition is any thought that surfaces during the elaboration of the information. Cognitive information models are also known as the central route to persuasion. A common theme in cognitive information models is that the net favourability of cognitive responses has a direct influence on attitude strength. In the cognitive information models, the general path to persuasion is as follows: Ad cognition→ Attitude to ad (Aad) → Brand cognition → Attitude to brand(Ab) →Purchase Intention (PI) Theoretical works, combined with empirical studies, suggest that advertising information is more useful for experience goods (experiential services) than for search goods (tangible products). Research studies also suggest that consumers who are involved in the purchase decision are more likely to actively seek out product information and actively process advertising messages while low-involvement consumers are more likely to respond at an emotional level. Pure affect models Pure affect models suggest that consumers shape their preferences to a brand based on the feelings and attitudes elicited by exposure to an advertising message. When consumers view an advertisement, they not only develop attitudes towards the advertisement and the advertiser, but also develop feelings and beliefs about the brand being advertised. Pure affect models help to explain the consumer's emotional responses to advertising and brands. These models suggest that simple exposure is to a brand is sufficient to generate purchase intention. Exposure in the form of advertising messages leads to an attitude to the advertisement (Aad) which transfers to the attitude to the brand (Ab) without any further cognitive processing. Exposure it not restricted to physical contact; rather it can refer to any brand-related contact such as advertising, promotion or virtual brands on websites. In pure affect models, the path to communication effectiveness is represented by the following: Attitude to Ad (Aad) → Attitude to Brand (Ab) → Purchase Intention (PI). This path is also known as the peripheral route to persuasion. Empirical research in the pure affect sphere suggests that advertising messages do not need to be informative to be effective, however consumers must like the advertising execution for the message to be effective. In addition, ad liking and advertiser credibility, may be especially important for corporate image advertising (compared to product-related advertising). Hierarchy of effects models Hierarchical models are linear