The hierarchy of effects model is a model which tells advertisers to make an advertisement in such a way that the customer goes through all these six stages namely awareness, knowledge, liking, preference,conviction and purchase.
123-124) Hierarchy of effects is an attitude approach that suggests that affect, behavior and cognitions form in a sequential order. The different hierarchies are high-involvement, low-involvement, experiential, and behavioral influence. High-involvement occurs when a consumer addresses a significant problem.
The final stop on the hierarchy of effects is purchase. Obviously this is where the consumer buys the brand/product for the first time (which is usually referred to as a ‘trial purchase’.)
How are the three components of attitude related to the hierarchy of effects model ? Cognitive: person’s mental images, understanding, and interpretations of the person, object, or issue. Affective : contains the feelings or emotions a person has about the object, topic, or idea. How do they affect advertising design?
The hierarchy-of-effects theory is a model of how advertising influences a consumer’s decision to purchase or not purchase a product or service. The hierarchy represents the progression of learning and decision-making consumer experiences as a result of advertising.
5.1 The hierarchy of effects model helps to clarify the objectives of an advertising campaign. The model outlines the following six steps : awareness, knowledge, liking, preference, conviction, and _______________________. 5.2 _____ occur at the point when the advertising campaign has become old or boring.
The learn – feel – do model is a simple matrix that links consumer decision making and consumer choices to three components which are information ( learn ), attitude ( feel ), and behavior ( do ). The matrix classifies consumer decision-making along two dimensions, high/low involvement and thinking/ feeling .
Elaboration Likelihood Model
A boycott. What it is called when one’s attitudes about being green are not consistent with his or her consumer behaviors ? the green gap.
Step 1: Identify your prospective customers When developing a promotion plan, identifying your prospective customers is the first and most significant step. Based on the profile of these customers, you will then be able to adjust your marketing mix (product, price, place and promotion) to reach out to them effectively.
For example, the standard – learning hierarchy describes how an attitude is motivated by cognition with feelings developing from them. Related to this, they’ll develop feelings about the product or brand or firm that is the best “fit” for them. Then, they’ll take action on those beliefs and feelings.
The AIDA model , tracing the customer journey through Awareness, Interest, Desire and Action, is perhaps the best-known marketing model amongst all the classic marketing models .
Typically, attitudes are favorable or unfavorable: positive or negative (Eagly & Chaiken, 1993). And, they have three components : an affective component (feelings), a behavioral component (the effect of the attitude on behavior), and a cognitive component (belief and knowledge) (Rosenberg & Hovland, 1960).
A response hierarchy whereby a message recipient is viewed as passing from cognition to behaviour to attitude change.