Traditional Response Hierarchy Models

The traditional hierarchical response models were developed through the years to depict the stages consumers/customers go through, as they learn about a company’s product or service, before moving to purchase readiness or actual behavior.

Each of these models views that a consumer passes through three stages namely cognitive, affective, and behavioral stages.

Four of the best-known response hierarchy models are shown in the figure

Source: Advertising & Promotion by Belch & Belch

These models are discussed giving attention to their origin and implications and include:

See: The Promotional Mix

 The AIDA Model

Attention -> interest -> desire -> action

AIDA model depicts the stages in the personal selling process

The Hierarchy-of-Effects Model

Awareness -> Knowledge -> Liking -> Preference -> Conviction -> Purchase

Hierarchy of effects model shows the process by which advertising works

The Innovation-Adoption Model

Awareness -> Interest -> Evaluation -> Trial -> Adoption

Innovation adoption model shows the stages a consumer passes through in the process of adopting a new product

The Information-Processing Model

Presentation -> attention -> comprehension -> yielding -> retention -> behavior

Information processing model a model of the process through which a consumer must pass to be influenced by advertising

See: Basic Model of Communication

Implications of the traditional hierarchy models

The hierarchy models are useful to promotional planners from several perspectives. They delineate the series of steps or stages potential purchasers often must be taken through to move them from a state of no or little awareness to the point where they are ready to purchase.

The hierarchy models can also be useful as “intermediate” measures of communication effectiveness. Knowing where potential buyers are with respect to the various stages of the hierarchy helps the marketers know the specific communication task that must be performed.

Evaluating traditional response hierarchy models

All four of these models view the response process as consisting of movement through a sequence of stages and assume a similar ordering whereby cognitive development precedes affective reaction which in turn precedes behavior.

While this is a logical progression that may be accurate in many situations, the response sequence may not always operate this way. Thus, attention needs to be given to alternative orderings of the response hierarchy.