Elaborate the The Level of Message Processing Model of a Consumer Behavior?

Provide some details about the The Level of Message Processing Model?
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"The Level of Message Processing Model: The level of involvement has an impact on the information gathering and processing. Based on this premise, the level of message processing model states that a consumer’s attention to advertising is influenced by varying levels of involvement, and runs across preattention, focal attention, comprehension, and elaboration. Each of these levels is indicative of different level of message processing, and is explained as follows: a) Preattention: This level of involvement requires only a limited processing and, thus the desire is just to gain some amount of familiarity; b) Focal attention: A degree greater than the first stage, here the consumer concentrates on the message source and context, and becomes receptive to basic information like product/brand name and usage. c) Comprehension: At this level, the consumer focuses on the message content and tries to understand it in terms of features, attributes, benefits, price, availability etc. d) Elaboration: During this highest stage of involvement, the consumer integrates the message into his memory, forms beliefs and either adds to or modifies the information that already exists in his memory. Source: http://in.docsity.com/en-docs/Consumer_Needs_and_Involvment_-_Consumer_Behavior_-_Solved_Quiz_"
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