For many decades now, advertising practitioners have been confronted with the perplexing task of justifying advertising’s effectiveness in moderating consumers purchase decisions and behaviors. Consequently, huge efforts have been expended on developing theories that could guide advertisers to predict, with relative degree of certainty, the significant contributions of advertising to consumers purchase decisions. The Think-Feel-Do (TFD) model has for decades, too, dominated this advertising effort, gaining advantage from the cross disciplinary collaborative researches of scholars such as Vatrasas and Amblers’ (1999), (Cacioppo and Petty 1985; MacInnis and Jaworski 1989 , Lumeng and Cardinal (2007), Jim Paekl, Kim and Hove (2010) amongst others. Because many alternative patterns of the Think-Feel-Do(TFD) exist to explain how advertising works for consumers, the often assumed infallibility as well as the tenacity for advertising practitioners’ reliance on the TFD model draws an unsettling air of conviction that TFD is the one –stop model for justifying advertising relevance in marketing. It is against the background of this unsettling concern that our study took an in-depth review of landmark pontifications on advertising influence on consumer decision patterns; developed additional alternative patterns of how advertising works and; conducted a survey to test: a) the efficacy of the TFD model and its alternative modes on consumers, using select products categories, and b) the influence of circumstantial factors such as product class, cultural norms (timing, space, context), age, income, gender, education, marital status, information sources and personality/lifestyle values on consumers purchase decisions. Findings have revealed an array of interesting dynamics in the patterns of consumers’ decisions, with imbued suggestions of far challenging implications for advertising practice in the sub Saharan enclave.

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Idorenyin,A. et al. (2011) The Changing Dynamics Of ‘Think-Feel-Do’ Model And Its Implications For Advertising Business In The Sub-Saharan Enclave. Skyline Business Journal, Volume 7, Issue 1, pp 18-27.