Alternative Response Hierarchy Models

Michael Ray’s “three-orders” model of information processing, identifies three alternative orderings of these stages based on perceived product differentiation and product involvement.

Source: Adapted from Advertising & Promotion by Belch & Belch

These include the:

1. Standard Learning Hierarchy

In many purchase situations, consumers go through the response process in the manner depicted by the traditional communications models or sequence or hierarchy.

“Learn -> Feel -> Do”

The receiver is viewed as an active participant in the communications process who actively seeks or gathers information through “active learning.”

See: Traditional Response Hierarchy Models

2. Dissonance/Attribution Hierarchy

In some situations, consumers may behave first then develop attitudes or feelings as a result of that behavior and learn or process information that supports their attitudes and behavior.

The dissonance or attributional hierarchy consists of the following sequence.

“Do -> Feel -> Learn”

This hierarchy usually occurs when consumers are trying to reduce post-purchase dissonance or apprehension that results from doubt or concern over a purchase.

See: Basic Model of Communication

This dissonance reduction process involves “selective learning” whereby the receiver seeks information that supports the choice made and avoids information that does not bolster the wisdom of the decision.

The below Ad of Raymond focus on reducing the dissonance by strongly conveying the message the man who chose Raymond – “The Complete Man”

3. Low-Involvement Hierarchy

The low involvement hierarchy is thought to characterize situations of low consumer involvement in the purchase process and consists of the following sequence

“Learn -> Do -> Feel”

The receiver is viewed as engaging in “passive learning” and “random information catching” rather than active information seeking.

A popular creative strategy used by advertisers of low-involvement products is what advertising analyst Harry McMahan calls VIP, or visual image personality. Basically, advertisers use symbols that lead consumers to identify and retain ads.