"The Hierarchy of Effects Model was created in 1961 by Robert J Lavidge and Gary A Steiner. This marketing communication model, suggests that there are six steps from viewing a product advertisement (advert) to product purchase. The job of the advertiser is to encourage the customer to go through the six steps and purchase the product. "
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" The particular six to eight measures are as follows: Understanding The purchaser will become aware of the product by way of advertising. It is a difficult action, there is no assurance that the buyer will be aware about the item sword whenever they look at your advertisement. Shoppers understand a lot of ads every day although is only going to remember fondly the make of a smallish small fraction connected with products. Knowledge The purchaser starts to attain know-how about the product e.g. through the world wide web, retail analysts along with product packaging. In our electronic globe this task happens to be more important seeing that buyers be ready to assemble merchandise know-how in the mouse click. Consumers will begin to go on to rival brand names if they aren't getting the information they want. The advertiser's job is to make sure solution details are common. Noticing Because claim states, this step is concerning making certain the buyer likes your product. As an adman what features would you promote in order to really encourage the purchaser to love your product or service? Druthers Buyers may well similar to multiple item brand and can turn out obtaining any one of them. At this stage promoters need the individual for you to detach from competitor goods and concentrate on their specific ware. Companies will want to highlighting their brand's gains along with exclusive merchandising details in order that the purchaser may distinguish that via opponent brands. Conviction This kind of phase is about producing the particular client's desire to choose the product. Companies may well advance confidence through getting consumers to find out or maybe trial the item. Examples of this kind of ar welcoming customers to consider an auto and play with it or perhaps supplying shoppers a totally free taste of the food product. This specific reassures consumers that purchasing will be a safe and sound a single. Leverage Possessing proceeded over the previously phases, this advertizer desires the customer to get his or her merchandise. This leg has to be easy and simple, differently the purchaser can get tired and also vanish with not a obtain. By way of example a range of settlement options encourages purchase though problematic in addition to dull website discourages buys"
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"The Hierarchy of Effects Model was proposed by Robert Lavidge and Gary Steiner. The model illustrates the steps that consumers go through while making a purchase, especially in relation to the interactivity between such stages and the communication effort on the part of the marketer. In other words, the model explains, how the various stages of the buying are impacted by communication (particularly, advertisement), and how consumers use advertising in their purchase processes. According to the Model, the buying process can be broken down into seven steps, viz., unawareness, awareness, knowledge, liking, preference, conviction, and purchase. The seven steps can be classified under three processes, cognitive or thinking component, affect or feeling component, and conative or action component. - Cognitive or thinking component: unawareness, awareness, knowledge - Affect or feeling component: liking, preference, conviction - Conative or action component: purchase Further each of these components and stages can also be related to psychographic elements. Unawareness, awareness: Perception Knowledge: Learning Liking and preference: Attitude formation Conviction and purchase: Decision As per the theory, consumers pass through each of the steps in the same sequential manner, but the speed in which they move through these stages differ from person to person. Also, due to personal characteristics and individual differences, it may be such that a person may not pass through all the seven steps and may even skip some of them. An Assessment of the Theory: The Hierarchy of Effects Model illustrates how consumers exhibit cognitive, affective, and conative behaviors. However, critics have argued on the ordered steps during the purchase process. They believe that consumers do not always move in a linear manner from a cognitive or thinking component to a affect or feeling component to a conative or action component. Thus other models have been proposed which while based on the same steps arrange them in a different manner, eg., Robertson’s Model (Problem recognition, Awareness, Comprehension, Attitude, Legitimization, Trial, Adoption, Dissonance), Roger’s Model (Knowledge, Persuasion, Decision, Implementation, Confirmation), AIDAS Model (Attention, Interest, Desire, Action and Satisfaction) and the Adoption Model (Awareness, Interest, Evaluation, Trial, Adoption). Further, critics have also argued that depending on the nature of the purchase situation, in terms of involvement levels, (high involvement or low involvement), the thinking-feeling-action sequence would change. In case of low involvement, the sequence would be thinking-action-feeling sequence; and in case of high involvement, the sequence would be thinking-feeling-action sequence. Implications for a marketer: The theory has relevance for a marketer as it illustrates clearly the stages through which a consumer passes while purchasing a product/service. It provides valuable insight to a marketer who could formulate his communication strategy accordingly, and use the right kind of tool(s) from his promotion mix. Source: http://in.docsity.com/en-docs/Consumer_Needs_and_Involvment_-_Consumer_Behavior_-_Solved_Quiz_"
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