Hierarchy-of-Effects Theory
Candlefocus EditorThe Hierarchy-of-Effects Theory was first put forward by psychologists Albert Hastorf and Donald L. McArthur in 1954. According to this theory, the decision making process of consumers is broken down into seven stages. These stages include Awareness, Interest, Evaluation, Trial, Adoption, Continuous Usage, and Brand Loyalty.
Awareness is the first stage in the Hierarchy of Effects Theory. This is when a consumer first notices an advertisement or when they become aware of a brand, product or service. At this stage, the consumer may also consider what type of product or service would improve their life.
Interest is the second stage in the Hierarchy-of-Effects Theory and is when the consumer begins to weigh the options of purchase. At this stage, the consumer begins to ask questions such as: “what is it?”, “how is it different than other products?” and “what’s the cost?”.
The third stage of the Hierarchy-of-Effects Theory is Evaluation. This stage is when the consumer really begins to look at the product or service in order to determine if it is a good fit for them or not. The consumer may compare brands or even different products or services in order to determine which is the best value.
Trial is the fourth stage in the Hierarchy-of-Effects Theory. This is when the consumer will actually try the product or service for themselves in order to truly decide if it is something that they want to make a purchase with. This is their chance to fully test the product or service before committing to a purchase.
The fifth stage in the Hierarchy-of-Effects Theory is Adoption. During this stage, the consumer actually makes the decision to purchase the product or service. At this point, the consumer should feel confident that their purchase is a great decision and that they made the right decision.
Continuous usage is the sixth stage of the Hierarchy-of-Effects Theory. This is when the consumer continues to use the product or service that they have purchased for an extended period of time.
Brand Loyalty is the final stage of the Hierarchy-of-Effects Theory. This is when the consumer has become so satisfied with the product or service that they are willing to make additional purchases from the same brand or company. This is a sign that the consumer has become emotionally attached to the product or service and that their decision to make the purchase was correct.
The Hierarchy-of-Effects Theory is an important theory for marketers and advertisers. It helps them to understand the thought process of consumers as they decide to make a purchase and become brand loyal. It also helps them to create effective marketing campaigns that will help to generate more sales.