isms ▁A ▁major ▁def ic iency ▁of ▁the ▁A ID A ▁model ▁and ▁other ▁hier arch ical ▁models ▁is ▁the ▁absence ▁of ▁post - p urchase ▁effects ▁such ▁as ▁satisfaction , ▁consumption , ▁repeat ▁patron age ▁behaviour ▁and ▁other ▁post - p urchase ▁behaviour al ▁intent ions ▁such ▁as ▁refer r als ▁or ▁particip ating ▁in ▁the ▁prepar ation ▁of ▁online ▁product ▁reviews . ▁ ▁Other ▁critic isms ▁include ▁the ▁model ' s ▁reli ance ▁on ▁a ▁linear ▁nature , ▁hier arch ical ▁sequence . ▁In ▁empir ical ▁studies , ▁the ▁model ▁has ▁been ▁found ▁to ▁be ▁a ▁poor ▁predict or ▁of ▁actual ▁consumer ▁behaviour . ▁In ▁addition , ▁an ▁extensive ▁review ▁of ▁the ▁literature ▁surrounding ▁advert ising ▁effects , ▁carried ▁out ▁by ▁V ak r ats as ▁and ▁Amb ler ▁found ▁little ▁empir ical ▁support ▁for ▁the ▁hier arch ical ▁models . ▁▁ ▁Another ▁important ▁criticism ▁of ▁the ▁hier arch ical ▁models ▁include ▁their ▁reli ance ▁on ▁the ▁concept ▁of ▁a ▁linear , ▁hier arch ical ▁response ▁process . ▁Indeed , ▁some ▁research ▁suggests ▁that ▁consum ers ▁process ▁prom ot ional ▁information ▁via ▁dual ▁path ways , ▁namely ▁both ▁cogn itive ▁( th inking ) ▁and ▁affect ive ▁( fe eling ) ▁simultaneously . ▁This ▁insight ▁has ▁led ▁to ▁the ▁development ▁of ▁a ▁class ▁of ▁alternative ▁models , ▁known ▁as ▁integr ative ▁models . ▁ ▁Vari ants ▁▁ ▁In ▁order ▁to ▁red ress ▁some ▁of ▁the ▁model ' s ▁def ic ien cies , ▁a ▁number ▁of ▁contemporary ▁hier arch ical ▁have