Hierarchy-of-Effects Theory

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Hierarchy-of-Effects Theory

The hierarchy-of-effects theory describes how advertising guides a consumer from initial exposure to a final purchase. Developed by Robert J. Lavidge and Gary A. Steiner (1961), the model breaks the decision process into six sequential stages designed to shape what consumers think, feel, and ultimately do.

The six stages

  1. Awareness (cognitive)
  2. Make the brand or product known to the target audience.
  3. Goal: reach broad exposure and recognition.

  4. Typical tactics: mass media ads, display/banner ads, social reach campaigns.

  5. Knowledge (cognitive)

  6. Communicate key information about features, uses, benefits, and positioning.
  7. Goal: educate and reduce uncertainty.

  8. Typical tactics: explainer content, product pages, how-to videos, FAQs.

  9. Liking (affective)

  10. Build positive feelings toward the brand.
  11. Goal: create emotional affinity or favorable impressions.

  12. Typical tactics: storytelling ads, brand content, lifestyle imagery.

  13. Preference (affective)

  14. Position the brand as the preferred option versus competitors.
  15. Goal: shift intent toward your product.

  16. Typical tactics: comparative messaging, social proof, influencer endorsements.

  17. Conviction (conative)

  18. Strengthen the intention to buy by resolving remaining doubts.
  19. Goal: move intent to a commitment to purchase.

  20. Typical tactics: free trials, demos, guarantees, detailed testimonials.

  21. Purchase (conative)

  22. Convert intent into action.
  23. Goal: facilitate and close the sale.
  24. Typical tactics: clear calls-to-action, promotions, simplified checkout, in-store offers.

Think — Feel — Do

The model groups these stages into three behavioral domains:
* Think (cognitive): Awareness and Knowledge
* Feel (affective): Liking and Preference
* Do (conative): Conviction and Purchase

This structure helps advertisers plan sequential message objectives and select appropriate creative formats and metrics for each phase.

Practical application and measurement

  • Map campaign objectives to specific stages (e.g., brand lift for Awareness; engagement and sentiment for Liking; conversion rate for Purchase).
  • Use a mix of channels: awareness may need broad-reach media, while conviction and purchase require direct-response tactics and conversion optimization.
  • Design creative to match the stage: informational content early, emotional content mid-funnel, and incentive-driven messages at the point of sale.

Limitations and considerations

  • The model assumes a linear progression, but real consumers often skip stages or move nonlinearly—especially in digital environments.
  • Modern purchase journeys are multi-touch and multi-channel; attribution and measurement can be complex.
  • Use the model as a planning framework, not a rigid rule: adapt sequencing and tactics to product complexity, purchase frequency, and audience behavior.

Key takeaways

  • The hierarchy-of-effects model is a useful framework for structuring advertising objectives across a campaign funnel.
  • Align creative, channels, and metrics with each stage: inform early, build emotion in the middle, and remove friction at purchase.
  • Be flexible—measure, iterate, and adapt sequencing to actual consumer behavior and data.