Hierarchy-of-Effects Theory

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Created by Robert J Lavidge and Gary A Steiner in 1961, the hierarchy-of-effects theory is a model describing how an advertisement could influence a buyer’s decision whether to purchase or not to purchase a service or a product. The theory represents the development of learning and decision-making users face as a result of advertising.

This model asks sellers/advertisers to develop an advertisement in a manner that the consumer goes through the following 6 stages:

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