8fcb62ec_rics___Introduction___FT_Press__Considerations
[0] 2.7 [Metric] Hierarchy of Effects [Construction] Awareness; attitudes, beliefs; importance; intentions to try; buy; trial, repeat. [Purpose] Set marketing and advertising objectives. Understand progress in stages of customer decision process. [Considerations] 
Strict sequence is often violated and can be reversed.
Marketing Metrics: Understanding Market Share and Related Metrics | Introduction | FT Press
Considerations