Framework

Hierarchy of effects (AIDA extended)

The question it answers

When planning a campaign, which step is the target customer on, from awareness, knowledge, liking, preference and conviction to purchase, and which step should the marketing team's message target?

Origin
Lavidge and Steiner, 1961
Diagram type
Process by phase
Level of analysis
Individual
Topics
Marketing & sales
Megaphone aimed at a glass target, icon for marketing and sales

Diagram

Hierarchy of effects (AIDA extended)

  1. Consumer response steps
  2. Awareness
  3. Knowledge
  4. Liking
  5. Preference
  6. Conviction
  7. Purchase

Sources

References

Listed A–Z by author surname, Harvard style. A source with a DOI links to https://doi.org/…; one without links to its page or says plainly that it has no DOI.

  1. Lavidge, R.J. and Steiner, G.A. (1961) ‘A model for predictive measurements of advertising effectiveness’, Journal of Marketing, 25(6), pp. 59–62.doi:10.1177/002224296102500611Source page