Response Hierarchy models of advertisement - Hierarchy of Effects Model (A&BM 11Sept2020)

 Response Hierarchy models of advertisement

 

2. Hierarchy of Effects Model

 

Hierarchy of Effects Model which was formulated by Gary A Steiner and Robert J Lavidge substantiates consumer behavior through a six step process. According to the Hierarchy of Effects Model, every customer passes through six phases before the final purchase is made. The six phases that a customer travels through as per Hierarchy of Effects Model are Awareness, Knowledge, Liking, Preference, Conviction and Purchase.

 

Awareness is the stage at which customers become aware about the product and start to understand about the brands that sell the product and the different models available.

 

Knowledge is the second stage of the process in which the customers get in more knowledge about the product or brand. In order to ensure that their brand is visible to prospective customers, advertisers must carry out all possible efforts to highlight the positive aspects of their product.

 

Liking is the third phase where customers tend to develop a liking for the product. This liking must be aroused by advertisers by highlighting the appropriate emotional appeals related to the product.

 

Preference is the phase where a customer is clear about the product, model and brand choices he wants to go in for. It is the responsibility of advertisers to constantly reinforce the positive aspects of their brand in the minds of the customers.

 

Conviction is the phase at which the consumers have made up their mind to go in for a particular brand and product. It is the responsibility of the advertisers to guide customers towards making a choice of brand, product and store etc.

 

Purchase is the final stage as per the Hierarchy of Effects Model at which the customer purchases the product.

 

The three stages under which the above six phases fall are as follows.

 

Cognitive Stage - This is where the thinking process happens. The first two steps of Awareness and Knowledge fall under this stage.

 

Affective Stage - This is the stage where the customer evaluates the product. Liking, Preference and Conviction phases fall under this stage.

 

Behavioral Stage - The action of purchasing the product happens during this stage.