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Excellent research from this group - well done!

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Excellent research from this group - well done!

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Zheng Hua
Qiantong Chen
Xiandi Zhao
Chulin Hu
Yuhan Chen
Xiaobi Xuan
Lanzhou Wang

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For your given model, you should find out:

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For your given model, you should find out:

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- How your model relates to the cognitive (think), affective (feel) and conative (do) processes within advertising
- Examples of how your model is/has been used within advertising
- Criticisms of your given advertising model

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The hierarchy of effects is a model which presents six stages a customer is deemed to go through from first becoming aware of a product to making the purchase.

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The classic order of the stages in the Hierarchy of Effects model is:

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The classic order of the stages in the Hierarchy of Effects model is:

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1. Awareness
(1) Creating customer awareness of brand, products and services.All marketing should be aimed at gaining attention from target audience.
(2) Advertising is an important step in creating awareness. An advert should communicate the brand and its key selling points.
(3) Any type of marketing should influence the customer and encourage a sale.
2. Knowledge
(1) A successful advertising campaign will generate customer interest and the need to pursue further knowledge about the product/service.
(2) The customer will conduct research from the internet,retailers,advisors,friends and family, product packaging,social media,customer reviews.
(3) Product information must be easy to find,otherwise customers go to competitor brands.

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The classic order of the stages in the Hierarchy of Effects model is:

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The classic order of the stages in the Hierarchy of Effects model is:

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3. Liking
(1) This stage is concerned with generating customer interest.
(2) An advisor must promote and brand to develop customer interest and liking. For example, product/service features and their value to customer needs.
(3) If customers like the product,they are more likely to purchase than go to competitors.
4. Preference
(1) A customer may like a product or service, but may prefer to purchase from a competitor.
(2) Customers preference is developed through promoting product quality, value, performance and key features.
(3) The aim in this stage is to ensure customers are well informed about the product and are able to make an informed decision regarding purchase.

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The classic order of the stages in the Hierarchy of Effects model is:

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The classic order of the stages in the Hierarchy of Effects model is:

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5. Conviction
(1) The conviction stage is about developing customer confidence in making a purchase.
(2) Conviction is developed through offering free samples,test driving a car before purchase,exhibitions and trial period.
(3) Customers may receive products to sample and write reviews.This develops confidence in the product.
6. Purchase
(1) Some customers may decide to make a purchase, others will prefer to wait and continue further research.
(2) Passing through all the stage does not guarantee a sale.
(3) Some customers decide the make a purchase and the process should be make effortless.
(4) A variety of payment and delivery options,discounts,lowering prices,easy to browse website (avoid frustration).

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Hierachy of Effects Consumer Behaviour Stages：

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Hierachy of Effects Consumer Behaviour Stages：

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1. Cognitive: Also called the “thinking” stage, this is where the consumer gathers knowledge about the product and becomes aware of it. This can be said to be a rational step where pros and cons, product specifications etc. of a product are evaluated.

2. Affective: Also called the “feeling” stage is when the consumer starts developing a liking for the product, and may even develop strong positive (or negative) feelings toward it.

3. Conative: This is the “behaviour（do）” stage of the process. This is when the consumer, after weighing the pros and cons, and deciding his/her preference actually buys the product.

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Examples of the hierarchy of model has been used within advertising：

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Examples of the hierarchy of model has been used within advertising：

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1. Example of Cognitive focused communication:
The cognitive stage of the model involves information processing on behalf of the consumer. In the example below Always clearly addresses the cognitive components of awareness and knowledge by introducing the product and successfully conveying the information customers will need to know about the product - in this case how comfortable and fresh the product feels for the women who chose to use Always' pads.
https://www.youtube.com/watch?v=_rj9onVp5zk&feature=player_embedded

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Examples of the hierarchy of model has been used within advertising：

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Examples of the hierarchy of model has been used within advertising：

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2. Example of Affective focused communication:
The second Always advertisement is from one from their #LikeAGirl campaign and is an example of affective focused communication. This content is not about any of their products, rather it is focused on the emotions and meaningful message Always would like customers to associate with their brand. In this case, the message is to challenge some of the narrow and stifling stereotypes that have been associated with the female gender and to offer in its place a broader, healthier, more democratic view of what girls are capable of doing when they are empowered. The advertisement successfully places focus on the brand and subsequently leads to a positive valence associated with the brands products. This would aim to progress through the 'liking' and 'preference' stage of the model.
https://www.youtube.com/watch?v=XjJQBjWYDTs

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Examples of the hierarchy of model has been used within advertising：

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Examples of the hierarchy of model has been used within advertising：

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To make the difference between Cognitive and Affective focused communications clearer, I’d like to show you two examples from Dove.

https://www.youtube.com/watch?v=BUhw96z5NhA
The first one is cognitive, it’s very straight forward and communicates the benefit of using the brand’s product. Now watch the second one:
https://www.youtube.com/watch?v=litXW91UauE
The second one is affective, it’s one of the videos from their real beauty campaign.This content is not about any of their products in particular at all, it’s about the emotions Dove would like customers to associate with their brand.

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1. Low involvement + Think = Do -> Think -> Feel

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1. Low involvement + Think = Do -> Think -> Feel

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This type of product decision-making doesn’t require much cognitive effort on behalf of the customer and often happens out of habit. Consequently, people need regular reminders about the product, as well as clear information on what sets it apart from the competition, for example, news of a discount or a fact that explains why product A is better than product B.

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2. Low Involvement + Feel = Do -> Feel -> Think

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2. Low Involvement + Feel = Do -> Feel -> Think

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These are our impulse buys – products we buy for hedonic reason: because we feel like it and the purchase risk is (usually) minimal. Which I think is a wonderful example, because as it hadn’t really been done before and has helped the brand to instil meaning in fairly low involvement products like stationery

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3. High Involvement + Think = Think Feel Do

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3. High Involvement + Think = Think Feel Do

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The cognitive takes centre stage for these types of products. Customers will need large amounts of information from you because the purchase risk for your product is high.

A lot of car brands fall into this category. Take Volkswagen: After establishing themselves as a solid car brand, they used content like the Fun Theory videos to enable customers to develop more personal emotions and feelings with the brand.
https://www.youtube.com/watch?time_continue=105&v=2lXh2n0aPyw

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Piano stairs  - TheFunTheory.com - Rolighetsteorin.se

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4. High Involvement + Feel = Feel -> Think -> Do

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4. High Involvement + Feel = Feel -> Think -> Do

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Purchase decisions when it comes to these products are closely related to a person’s self-esteem. As such, from a content marketing angle, enabling target customers to identify with the emotions and lifestyle associated with the brand on a personal level is a key tactic.

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Criticisms of the Hierarchy of Effects model

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Criticisms of the Hierarchy of Effects model

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How to take advantage of the hierarchy of effects？
1. Monitor
Monitoring the effect of your marketing actions on phases in the hierarchy of effects will help you make informed decisions. For instance, you can monitor mentions of the brand across social media and record these as favorable or unfavorable mentions — favorable mentions create brand awareness and may create liking, preference, and conviction (which can be assessed using traditional market research to measure changes in attitudes).

2. Maximizing Decisions
Tracking how marketing actions change the level of awareness, liking, preference, and conviction also helps improve your decision-making. Marketing actions creating large changes in the level of these cognitive or affective stages should be used frequently, marketing actions creating little or no change in the level of these stages should not be used again.

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Criticisms of the Hierarchy of Effects model

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Criticisms of the Hierarchy of Effects model

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4. Limited communication
Because of the hierarchy of effects model is relatively fixed. And advertising is a very flexible field, so it is not flexible enough. Therefore, this model can only suitable for the specific crowd. It cannot satisfy the condition that advertising is aimed at the general public.
5. Immutability
Advertising is always changing. And it changes faster and faster. The hierarchy of model can't keep up with the speed of advertising changes. Also, this model is known as a 'hierarchy' because the number of consumer moving from one stage the next reduces, as the model through. Sometimes, advertising need to be skip these steps. It takes a lot of work to take a consumer from awareness to the final stage of purchase, so businesses need to ensure that they try their utmost to get customers from conviction to complete the final stage of purchase.

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Criticisms of the Hierarchy of Effects model

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Criticisms of the Hierarchy of Effects model

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6.Feeling and emotion drive a purchase:

For example, Fashion is very objective that it depend on individual aesthetic that other people did lot of research that try to prove the hierarchy models, the results of which are inconclusive and at times ambiguous.
7. attitude change and an individual’s intention

That is the Prerequisite to purchase, but it is not necessarily a good predictor of purchase behaviour.
8.The models especially reflect the high involvement in the decision process. However, they do not adequately reflect the reality of low-involvement decisions

From the book 'adverting-strategy, creativity and media'

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Criticisms of the Hierarchy of Effects model

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Criticisms of the Hierarchy of Effects model

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3. Generating Sales
Despite my feelings about assessing ROI alone, its still valuable to map the increase in sales as part of the hierarchy of effects. An important consideration in this assessment is tracking how earlier elements in the hierarchy of effects translate into increased sales. That's because consumers can back up in the funnel and fail to move all the way down to the purchase stage. That's not good. Consumers can also flow out of the funnel (as if it were porous). Hence, while all stages of the hierarchy of effects are important, consumers must be drawn from stage to stage all the way to the purchase stage.

If too many consumers are either getting stuck at one point in the funnel or flowing out of the funnel altogether, there's a problem. Maybe there's a communication problem, maybe a product problem, or maybe there's an influencer out there complaining loudly about the brand. While the hierarchy of effects model won't help you figure out what the problem is, it will tell you there IS a problem and tell you at what phase the problem arises — which makes identifying the problem easier. If consumers are aware of the brand , but fail to migrate to the liking stage– maybe the communication they're getting isn't doing a good job of pointing out the benefits of the brand to them, for instance.

Extending the hierarchy of effects
Based on modern interpretations of the role of marketing, the hierarchy of effects needs to be extended to include:
Repeat purchase
Loyalty
Advocacy
Evangelism

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Criticisms of the Hierarchy of Effects model

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Criticisms of the Hierarchy of Effects model

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What is the 'Hierarchy-of-Effects Theory'

The hierarchy-of-effects theory is a model of how advertising influences a consumer's decision to purchase or not purchase a product or service. The hierarchy represents the progression of learning and decision-making a consumer experiences as a result of advertising. A hierarchy-of-effects model is used to set up a structured series of advertising message objectives for a particular product, with the goal of building upon each successive objective until a sale is ultimately made. The objectives of a campaign are (in order of delivery): awareness, knowledge, liking, preference, conviction and purchase.

Breaking Down 'Hierarchy-of-Effects Theory'

The hierarchy-of-effects theory is an advanced advertising strategy in that it approaches the sale of a good through well-developed, persuasive advertising messages designed to build brand awareness over time. While an immediate purchase would be preferred, companies using this strategy expect consumers to need a longer decision-making process. The goal of advertisers is to guide a potential customer through all six stages of the hierarchy.

Hierarchy-of-Effects Theory Stages

The awareness and knowledge (or cognitive) stages are when a consumer is informed about a product or service, and how they process the information they have been given. For advertisers, it is essential to key brand information in this stage in a useful and easily understood fashion that compels the prospective customer to learn more and make a connection with a product.

The liking and preference (or affective) stages are when customers form feelings about a brand, so it is not a time when an advertiser should focus on a product, its positive attributes or technical abilities. Instead, advertisers should attempt to appeal to a consumer's values, emotions, self-esteem or lifestyle.

The conviction and purchase (or conative) stages focuses on actions. It is when an advertiser attempts to compel a potential customer to act on the information they have learned and emotional connection they have formed with a brand by completing a purchase. It may involve the conversion of doubts about a product or service into an action. In these stages advertisers should attempt to convince potential customers that they need a product or service, possibly by offering a test drive or sample item. Advertisers should also build a level of trust with them by focusing on the quality, usefulness and popularity of a product or service.