The Hierarchy of Effects Model outlines consumer response stages to ads, from awareness to purchase. Progressing through awareness, knowledge, liking, preference, conviction, and purchase, this model assists marketers in tailoring persuasive campaigns that influence consumer behavior effectively.
- Hierarchy of Effects Model:
- Advertising model depicting stages consumers move through in response to ads.
- From awareness to purchase decisions, each stage influences the next.
- Guides marketers in crafting effective ad campaigns aligned with consumer psychology.
- Awareness: Initial exposure to the message.
- Knowledge: Understanding product or service details.
- Liking: Forming positive emotional connections.
- Preference: Favoring the advertised offering.
- Conviction: Developing a strong intention to purchase.
- Purchase: Executing the buying decision.
- Awareness: Seeing a new smartphone ad.
- Knowledge: Understanding the smartphone’s features.
- Liking: Developing a favorable attitude towards the brand.
- Preference: Choosing the advertised smartphone over alternatives.
- Conviction: Deciding firmly to purchase the smartphone.
- Purchase: Buying the smartphone from a retailer.
Connected Thinking Frameworks