Understanding the Hierarchy-of-Effects Theory
Let me explain the hierarchy-of-effects theory to you—it's a model that shows how advertising affects a consumer's choice to buy or skip a product or service. This hierarchy maps out the steps of learning and decision-making that consumers go through because of advertising. You can use a hierarchy-of-effects model to create a structured set of advertising goals for a specific product, where each goal builds on the last until you finally make a sale. The campaign objectives, in the order they're delivered, are awareness, knowledge, liking, preference, conviction, and purchase.
Breaking Down the Hierarchy-of-Effects Theory
I'm telling you, the hierarchy-of-effects theory is an advanced approach to advertising because it targets sales through carefully crafted, persuasive messages that develop brand awareness gradually. Sure, an instant buy would be ideal, but companies applying this strategy know consumers often take longer to decide. As an advertiser, your aim is to lead a potential customer through all six stages of this hierarchy.
You can simplify the behaviors in this theory to 'think,' 'feel,' and 'do,' which correspond to cognitive, affective, and conative responses. This model comes from Robert J. Lavidge and Gary A. Steiner's 1961 article titled 'A Model for Predictive Measurements of Advertising Effectiveness.'
Stages of the Hierarchy-of-Effects Theory
The awareness and knowledge stages, which are cognitive, happen when you inform a consumer about a product or service and they process that information. For you as an advertiser, it's crucial to deliver key brand details in this phase—present it in a useful, straightforward way that encourages the prospective customer to learn more and connect with the product.
Next, the liking and preference stages, which are affective, are where customers develop feelings toward a brand. During this affective phase, you shouldn't dwell on the product's features, benefits, or specs. Instead, focus on appealing to the consumer's values, emotions, self-esteem, or lifestyle.
Finally, the conviction and purchase stages, which are conative, center on actions. In the conative stage, you as the advertiser push the potential customer to act on the information they've absorbed and the emotional bond they've formed by making a purchase. This might mean turning any doubts about the product or service into decisive action. Here, you should convince them they need it—perhaps by offering a test drive or sample—and build trust by highlighting the quality, usefulness, and popularity of what you're selling.
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