sequential models built on an assumption that consumers move through a series of cognitive and affective stages culminating in the purchase decision. The common theme among these models is that advertising operates as a stimulus and the purchase decision is a response. A number of hierarchical models can be found in the literature including Lavidge's hierarchy of effects, DAGMAR and AIDA and other variants. Some authors have argued that, for advertising purposes, the hierarchical models have dominated advertising theory, and that, of these models, the AIDA model is one of the most widely applied. The AIDA model proposes that advertising messages need to accomplish a number of tasks designed to move the consumer through a series of sequential steps from brand awareness through to action (purchase and consumption). Awareness – The consumer becomes aware of a category, product or brand (usually through advertising) ↓ Interest – The consumer becomes interested by considering the brand's fit with the consumer's lifestyle ↓ Desire – The consumer develops a favorable (or unfavorable) disposition towards the brand ↓ Action – The consumer forms a purchase intention or actually makes a purchase As consumers move through the hierarchy of effects they pass through both a cognitive processing stage and an affective processing stage before any action occurs. Thus the hierarchy of effects models all include Cognition (C)- Affect (A)- Behaviour (B) as the core steps in the underlying behavioral sequence. The underlying behavioral sequence for all hierarchy models is as follows: Cognition (Awareness/learning) → Affect (Feeling/ interest/ desire)→ Behavior (Action e.g. purchase/ consumption/ usage/ sharing information) The literature offers numerous variations on the basic path to persuasion. The basic AIDA model is one of the longest serving models. Contemporary hierarchical models often modify or expand the basic AIDA model, resulting in additional steps, however, all follow the basic sequence which includes Cognition- Affect- Behaviour. Some of these newer models have been adapted to accommodate consumer's digital media habits. Selected hierarchical models follow: Basic AIDA model: Awareness→ Interest→ Desire→ Action Modified AIDA model: Awareness→ Interest→ Conviction →Desire→ Action AIDAS Model: Attention → Interest → Desire → Action → Satisfaction AISDALSLove model: Awareness→ Interest→ Search →Desire→ Action → Like/dislike→ Share → Love/ Hate Lavidge et al.'s Hierarchy of Effects: Awareness→ Knowledge→ Liking→ Preference→ Conviction→ Purchase DAGMAR Model: Awareness → Comprehension → Attitude/ Conviction → Action Rossiter and Percy's Communications Effects: Category Need → Brand Awareness → Brand