Hierarchy of effects theory

What Is Hierarchy-of-Effects Theory?

The Hierarchy-of-Effects Theory is a foundational model in Marketing Communications that outlines the sequential stages a consumer passes through from initial awareness of a product or service to a final purchase decision. This theory suggests that advertising and marketing efforts are not aimed solely at immediate sales, but rather at guiding potential customers through a series of psychological steps. It posits that consumers typically move from cognitive (thinking) stages to affective (feeling) stages, and finally to conative (doing or behavioral) stages. Understanding the Hierarchy-of-Effects Theory helps businesses structure their marketing strategies to effectively influence Consumer Behavior and achieve specific Advertising Effectiveness^23456789, ^1011121413