Meaning
The Hierarchy of Effects Model was developed in 1961 by Robert J Lavidge and Gary A Steiner. The concept is quite simple - the consumer is initially unaware of the brand – after some time they gain some awareness of the brand, then this awareness build into an understanding of the brand (attitudes and beliefs), and then customer finally take action and purchase the product.
Steps in The Hierarchy Of Effects Model
1.) Awareness
2.) Knowledge
3.) Liking
4.) Preference
5.) Conviction
6.) Purchase
1.) Awareness
The customer becomes aware of the product & service through advertising. This is a challenging step, there is no guarantee that the customer will be aware of the product, after they view the advertising. Customers see many advertising each day but only remember a few of them. Where the consumer has now understood the brand but still has a very limited understanding of the brand.
2.) Knowledge
The customer starts to obtain knowledge about the product for example through the internet, retail advisors, etc. In today's digital world this step has become more powerful as consumers start to find product knowledge at the click of a button. Consumers will soon move to competitor brands if they do not get the information they want.
3.) Liking
This step is about assuring that the customer likes your product.
The word ‘liking’ should not be confused with an emotional attachment with the product. In this case, liking refers to the consumer viewing some positive benefits associated with the brand. For Example, it is available, it looks like a good product, it’s a healthy product, it fits with my budget, and so on.
4.) Preference
A person or thing that is liked more than another e.g. my preference is to travel by train.
This occurs when the consumer recognizes the overall product as a suitable option for a future purchase. At this stage, advertisers want the consumer to disconnect from competitive products and focus on their particular product.
5.) Conviction
This stage is about generating the customer's desire to purchase the product. Advertisers may boost conviction by allowing consumers to test or sample the product. Examples of this are requesting consumers to take a test drive or offering consumers for a free sample of the product. This encourages consumers that the purchase will be a safe one.
6.) Purchase
The final pause on the hierarchy of the model is the purchase. This stage needs to be smooth and simple, otherwise, the customer will get irritated and walk away without a purchase.
For example, a variety of payment options encourages purchase because if they don't have one they can go with another. On the opposite side slow website discourages purchases.
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