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4 - Hierarchy of Effects Model

This document discusses the hierarchy of effects model for understanding customer journeys. It explains the stages a customer goes through - from initial awareness of a brand, to gathering knowledge about it, developing a liking, preference and conviction, leading to ultimately purchasing the product. At each stage, the marketer's goal is to move the customer further in the purchase funnel. The document provides examples of strategies to employ at each cognitive and affective stage to influence the customer's journey. It recommends resources for further understanding the hierarchy of effects theory in developing brands and driving consumer behavior.

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RobertRaisbeck
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© © All Rights Reserved
Available Formats
Download as PPTX, PDF, TXT or read online on Scribd
149 views

4 - Hierarchy of Effects Model

This document discusses the hierarchy of effects model for understanding customer journeys. It explains the stages a customer goes through - from initial awareness of a brand, to gathering knowledge about it, developing a liking, preference and conviction, leading to ultimately purchasing the product. At each stage, the marketer's goal is to move the customer further in the purchase funnel. The document provides examples of strategies to employ at each cognitive and affective stage to influence the customer's journey. It recommends resources for further understanding the hierarchy of effects theory in developing brands and driving consumer behavior.

Uploaded by

RobertRaisbeck
Copyright
© © All Rights Reserved
Available Formats
Download as PPTX, PDF, TXT or read online on Scribd
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From Customer to

Buyer Journey
Robert Raisbeck
This week’s topics
▪ Hierarchy Of Effects Model
▪ Customer Journey Map
▪ Journey Map Assignment
Humor, Shopping & Culture
▪ https://www.youtube.com/watch?v=tzQuuoKXVq0&t=80s

▪ https://www.youtube.com/watch?v=XlcaDhRu1AQ
Hierarchy Of Effects Model

▪ 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.
▪ file:///D:/Colombia/Konrad%20Korenz/Trade%20Marketing%20&%20Categor
y%20Management/Supplemental%20Material%20-%20Online/A_Model_for_
Predictive_Measure.pdf
Hierarchy Of Effects Model
Cognitive - Awareness
▪ Customers see many adverts
each day but will only remember
the brand of a tiny fraction of
products.
▪ Brands must make sure that the
consumer is aware of the
presence of your brand in a
particular product segment.
Cognitive - Knowledge
▪ This is where your product will be evaluated against other brands by
the consumer.
▪ In today's digital world this step has become more important as
consumers expect to gather product knowledge at the click of a
button.
▪ Consumers will quickly move to competitor brands if they do not get
the information they want. The Marketer's job is to ensure product
information is easily available.
Affective – Liking
▪ This is where the consumer builds a
liking to your product.
▪ This is where your product is being
considered for its emotional benefits; be
sure to make them prominent.
Affective – Preference
▪ At this stage marketers will want the consumer to
disconnect from rival products and focus on their
particular product.
▪ By this time consumer may be convinced to try out
your product, but may like other brands too. So
what is it that will make him or her prefer your brand
over the other brands?
▪ Differentiations or unique selling points need to be
highlighted to make sure that the consumer likes
your brand more than the others in her
consideration list.
Affective – Conviction
▪ This is the stage where the doubt in consumers’
minds about buying the product of your brand
needs to be converted into action.
▪ Examples of this are inviting consumers to take
a car for a test drive or offering consumers a
free sample of a food product. This reassures
consumers that the purchase will be a safe one.
▪ This step should also decide if the consumer
will stick to your brand i.e. actually buy your
brand, or switch after testing the sample.
Behavioral – Purchase
▪ You need to make sure that purchase
experience is easy and perhaps even
enjoyable for the consumer.
▪ Some of the ways to encourage purchase is by
keeping simple and offering multiple paying
options, making the product available easily,
easy to understand usage instructions, offers
etc.
Hierarchy Of Effects Model
Your job is to develop a brand
using the Hierarchy Of Effects
Model, so that the consumer
proceeds to Conative behavior
and purchases the product.
Recommended resources
▪ https://www.investopedia.com/terms/h/hierarchy-of-effects-theory.asp#:~:text=Th
e%20hierarchy%2Dof%2Deffects%20theory%20is%20a%20model%20of%20ho
w,as%20a%20result%20of%20advertising
.
▪ https://www.mbaskool.com/business-concepts/marketing-and-strategy-terms/121
73-hierarchy-of-effects-theory.html
▪ https://corporatefinanceinstitute.com/resources/knowledge/other/hierarchy-of-effe
cts/

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