The hierarchy-of-effects hypothesis explains how advertising affects consumers’ behavior towards a product or service. The hierarchy shows how advertising affects consumer learning and decision-making. A hierarchy-of-effects model arranges a product’s advertising message objectives and builds on each until a sale is made. The campaign objectives are awareness, knowledge, like, preference, conviction, and purchase (in sequence of delivery).
Hierarchy-of-Effects Theory Deconstructed
The hierarchy-of-effects hypothesis is a sophisticated advertising technique that uses persuasive messaging to increase brand recognition and sell a product. An instant purchase is desirable, but firms implementing this method anticipate that consumers will take longer to decide. Advertisers aim to steer potential customers through all six phases of the hierarchy.
The hierarchy-of-effects idea involves “think,” “feel,” and “do,” or cognitive, affective, and conative activities. Robert J. Lavidge and Gary A. Steiner developed the hierarchy-of-effects model in their 1961 work, A Model for Predictive Measurements of Advertising Effectiveness.
Stages of Effect Hierarchy
Consumers learn about a product or service and process the information in the awareness and knowledge (or cognitive) phases. Advertisers must highlight brand information in this cognitive period. The material is informative and easy to understand, enticing potential customers to study more and engage with the product.
The like and preference (or emotional) stages are when buyers create brand sentiments. Advertisers should not emphasize the product, its benefits, or its technical abilities during the emotional period. Instead, advertisements should target consumers’ values, emotions, self-esteem, or lifestyle.
The conviction and purchase stages emphasize acts. In the conative stage, the marketer tries to persuade a potential consumer to buy based on their research and emotional connection to a brand. It may entail acting on product or service doubts. Advertisers may offer a test drive or sample goods to persuade potential consumers to buy. Advertisers should emphasize product quality, usefulness, and popularity to generate trust.
