Beyond the Hierarchy of Effects: A Conceptual Framework

Abstract

Abstract This paper briefly summarizes the various hierarchy-of-effects models and discusses them in terms of their usefulness for the setting of advertising message objectives. It proposes replacing process-oriented approaches with a model based on the three domains of message effects: perception, education, and persuasion. These domains are presented in a model that depicts interrelationships as well as a continuum of effect for the various types of domains. The conceptual framework offered in this paper suggests that the three domains are equally important, interdependent, and operate simultaneously.

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