An Overview
The Hierarchy-Of-Effects Theory is a comprehensive model that illustrates how advertising influences a consumer’s decision to purchase or abstain from a product or service. It breaks down the stages of learning and decision-making that a consumer experiences as a result of compelling advertising. This model is fundamental for setting structured advertising message objectives, methodically building upon each till a successful sale is performed. The key objectives during an advertising campaign follow a precise sequence: awareness, knowledge, liking, preference, conviction, and finally, purchase.
Detailed Breakdown
The Hierarchy-Of-Effects Theory presents an evolved advertising strategy that envisions the sale of goods through meticulously developed, persuasive advertising messages targeted to elevate brand awareness progressively. Despite the initial preference for instant purchases, brands using this approach are aware that customers often engage in extended deliberation before making a decision. The advertiser’s primary mission is to steer potential customers through all six stages of the theory.
Key Behaviors
The behaviors highlighted in the hierarchy can be summarized in three main categories: “think,” “feel,” and “do,” which correspond to cognitive, affective, and conative behaviors. This transformative model was crafted by Robert J. Lavidge and Gary A. Steiner in their 1961 seminal article, A Model for Predictive Measurements of Advertising Effectiveness.
Hierarchy-Of-Effects Theory Stages
Cognitive Stages: Awareness and Knowledge
During the cognitive phases, consumers are first informed about the product or service and then they process and internalize this information. For advertisers, embedding key brand messages during these stages is crucial. Delivering information in an engaging, easily digestible manner encourages the prospective customer to gather more insights, thus forming an initial connection with the brand.
Affective Stages: Liking and Preference
The affective stages involve the consumer developing feelings and forming sentiments towards the brand. Here, advertisers should pivot from mere product-focus to aligning advertisements with a consumer’s values, emotions, self-esteem, and lifestyle. The affective phase is less about the features and more about creating a conceptual bond with the consumer’s identity.
Conative Stages: Conviction and Purchase
In the conative stages, where focusing on actions becomes pivotal, advertisers seek to convert accumulated brand perception into measurable actions. This stage encourages consumers to act based on their acquired knowledge and emotional affiliation. Overcoming any remaining uncertainties can often involve free samples or trial offers, instilling trust and building on the product’s quality and utility. Establishing emotional and practical trust not only leads to purchase but also sustains long-term customer loyalty.
Related Terms: advertising budget, marketing campaign, marketing strategy, brand awareness, advertorial.
References
- Journal of Marketing. “A Model for Predictive Measurements of Advertising Effectiveness”.
