The Hierarchy of effects models

The Hierarchy of effects model

 

The Hierarchy of Effects Model was created in 1961 by Robert J Lavidge and Gary A Steiner. This model has seven steps which are included ignorance, awareness, knowledge, liking, preference, conviction and purchase.

The first step is ignorance. The meaning as the title said, in this step, customer ignored the products. For example, when the juicer machine has been invented, if I didn’t know this machine, I may ignore this product. Because I never know this machine result in I haven’t cognitive about this product.

The next step is awareness, this step is talking about the customer has the awareness of the product through advertising. For me, if when I watching the TV advertisement, I found juicer machine can make life easier. Therefore, I may have the awareness about the juicer machine. The big challenging is the marketer cannot ensure the customer will have the awareness about the product brand. So, the marketers must critically analyze their advertisement, which can promote more and more customer have awareness about their products.

The next step is knowledge. This step is talking about the customer begin to want to have the knowledge about products. For example, when I know the juicer machine, I may want to know how the juicer working and which brand of juicer best. So I go to Argos, which is I have loyalty brand retail, and ask their sales about products. In this step, I willing to gain the knowledge about the product through the advertisement, web site and packing.

The fourth step likes. This step explains that customer like the product. The customer may like their product result in the future. So, the marketer needs to know the how to encourage the product and how to customer like their products. For me, I may like the juicer because it can make the life easier and save my time. Therefore, I like this product when I watched the video about juicer.

The next step is preference. In this step, customers need to choose the brand or specific one to buy. Because when the customer searches the products, they may find a lot of different kinds of brand or others. They need to compare with benefits of different companies. For example, when I through the advertisement and compares the price online, I may choose which one can guarantee quality and have various the functions.

The conviction is the next step. This stage is about the customers ensuring about the purchase. The marketer must encourage them to buy products and makes them reassure. So some marketer gives the sample for customers. For example, Argos promise I can try their products for one week, if I am dissatisfied with the machine, I can refund the product. It can make me reassures with the products.

The final step is purchase. This step is very simple to make the decision. The designer needs to make sure the process is easy and simple to use. Because if process too difficult or too complex for customers have time to change their mind. For example, when I finished searching and want to buy it online. If the process is simple, I can buy it quickly. Otherwise, if the process is too complex, I need to complete a lot of forms. I will give up the process. If I don’t have enough time, I may want to buy next time. But if I don’t finish purchase immediately, I may change my mind next time.

 

These seven steps are talking about the process of customer from ignored the product to purchase the products. These seven steps can divided into three stages.

1: cognitive (this stage is about your hand). The customer thinks the products and gathers the knowledge about products.

2: affective (this stage is talking about the heart).in this stage, customer need to ensure how they feel about the products. Customer like the product and convicts it.

3. Conative (this stage is talking about the customer behaviour) customer buys the product at this stage.

These three stages are about the customer behavior.

Overall, this is processed about the customer with exposure. So manager needs to know what is happened each stage, which can help them to sale their products.