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 a hierarchy of effects model is used to set up a structured series of advertising message objectives for a particular product to build upon each successive objective until a sale is ultimately made the objectives of a campaign are in order of delivery awareness knowledge liking preference conviction and purchase 
breaking down hierarchy of effects theorythe hierarchy of effects theory is an advanced advertising strategy in that it approaches the sale of a good through well developed persuasive advertising messages designed to build brand awareness over time while an immediate purchase would be preferred companies using this strategy expect consumers to need a longer decision making process the goal of advertisers is to guide a potential customer through all six stages of the hierarchy the behaviors associated with the hierarchy of effects theory can be boiled down to think feel and do or cognitive affective and conative behaviors the hierarchy of effects model was created by robert j lavidge and gary a steiner in their 1961 article a model for predictive measurements of advertising effectiveness 1hierarchy of effects theory stagesthe awareness and knowledge or cognitive stages are when a consumer is informed about a product or service and how they process the information they have been given for advertisers it is essential to key brand information in this cognitive stage the information is given in a useful and easily understood fashion that compels the prospective customer to learn more and make a connection with a product the liking and preference or affective stages are when customers form feelings about a brand the affective phase is not a time when an advertiser should focus on the product its positive attributes or its technical abilities instead advertisers should attempt to appeal to a consumer s values emotions self esteem or lifestyle the conviction and purchase or conative stages focus on actions during the conative stage the advertiser attempts to compel a potential customer to act on the information they have learned and the emotional connection they have formed with a brand by completing a purchase it may involve the conversion of doubts about a product or service into an action in these stages advertisers should attempt to convince potential customers that they need a product or service possibly by offering a test drive or sample item advertisers should also build a level of trust with them by focusing on the quality usefulness and popularity of a product or service 