Hierarchy of Effects Model

Introduction and Definition

The Hierarchy of Effects Model explains how advertising influences consumers through a gradual and sequential process, rather than producing immediate purchase decisions. Developed by Lavidge and Steiner, this model proposes that consumers move through a series of mental and emotional stages before finally taking action. It is widely used in global advertising to understand long-term brand building and attitude formation.

Core Idea of the Model

The central idea of the Hierarchy of Effects Model is that advertising works in three broad psychological phases:

• Cognitive (Thinking)
• Affective (Feeling)
• Conative (Doing)

Consumers must first know about a brand, then feel positively about it, before they are likely to act.

Stages of the Hierarchy of Effects

The model consists of six structured stages:

• Awareness – The consumer becomes aware of the brand or product
• Knowledge – The consumer learns about features, uses, or benefits
• Liking – Positive feelings toward the brand are developed
• Preference – The brand is favored over competitors
• Conviction – The consumer is mentally convinced about purchase
• Purchase – Actual buying behavior occurs

Application in Advertising Practice

Advertisers use this model to:

• Plan multi-phase campaigns
• Separate informational advertising from emotional branding
• Allocate media budgets across awareness, engagement, and conversion stages

It is particularly useful for high-involvement products such as automobiles, electronics, education services, and financial products.

Global Advertising Example

Coca-Cola is a classic global example. Its advertising does not focus on immediate sales. Instead:

• It builds massive brand awareness through global exposure
• Reinforces liking and emotional connection through storytelling
• Sustains preference and loyalty over generations

This long-term approach aligns perfectly with the Hierarchy of Effects Model.

Contemporary Relevance

In the digital era, the model is applied across:

• Awareness ads (YouTube, display, OTT)
• Engagement content (social media, influencer campaigns)
• Conversion-focused ads (search and retargeting)

The Hierarchy of Effects Model remains a foundational framework for understanding how advertising shapes consumer behavior over time in global markets.