Hierarchy of Effects Models

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What are they?

The processes that individuals go through when shown an advert, must got through successive stages for success.

Cognition: want to know more about the brand, knowledge and awareness

Affection: feelings, emotions for brand, build attitudes for the brand

Conation: act taken following positive cognition/affection

=linear model

AIDA: Attention, Interest, Desire, Action (1900s)

Lavidge and Steiner (1961) - Awareness, Knowledge, Liking, Interest, Conviction, Purchase

Other model include involvement: Involvement is when their is perceived risk is there purchase decision is inadequate. Has effect if purchase is wrong.

Foot-Cone-Belding:

Level of involvement vs cognition or affective

Think, Feel, Do (classic hierarchy) e.g. car

Feel, Think, Do e.g. perfume

Do, Think, Feel (habit formulation) e.g. toilet paper

Do, Feel, Think (Little life's pleasures) e.g. chocolate

Rossiter-Percy Grid:

Informational or Transformational vs level of involvement

Informational = reduced and removing negative motivations

Transformational = positive motivations

IM/High = insurance

IM/Low = shampoo

TM/High = car

TM/Low = coffee

Audience Involvement: Those with a higher involvement process a higher amount of information.

Stages of audience involvement:

Pre-focus (minimal processing)

Focal processing (sensory cues, multi-tasking)

Elaboration (visual imaging, picture yourself)

Criticisms for HoE: lack of evidence, cannot show different levels, not connection between stages, too simplistic (no feedback)

Importance for HoE: provides objectives for different marketing communications to influence areas.

Elaboration Likelihood Model:

Processing on information if influence by three factors

Motivation - willingness to pay attention and make decision

Ability - resources needed to accomplish goal e.g. funds, technical skills

Opportunity - skills needed to accomplish goal

Central processing: MAO factors high, information cues processed, positive cognition and affection will lead to positive attitude formation

Peripheral processing: MAO factors low, information processed distracted, focus on music, humour, colours.

Criticisms of ELM:

Positive view of ELM:

Attitude models - an attitude is the way someone feels towards a brand or product.

Tri-attitude model: Cognition- awareness and knowledge, Affective: emotions and feelings towards brand, Conation: tendency to buy.

Multi-attributes Model: Fishbein's Value

Theory of Reasoned Action

Theory of Planned Behaviour

Changes consumers attitudes:

Add attributes

Change social norm, perceived control,