The Hypothesis of a Hierarchy of Effects: A Partial Evaluation

Kristian S. Palda

214 citations0/0 files storedJournal of Marketing Research

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Marketing and Advertising Strategies Consumer Behavior and Marketing Influence Consumer Market Behavior and Pricing

Abstract

A widespread hypothesis in advertising is that a “hierarchy of effects” follows upon an individual's perception of an advertising message and before he buys (Attention→ I nterest→ D esire→ A ction). Published empirical evidence on this is examined first; then two sets of commercial research data are analyzed statistically. The emphasis is on sales as the relevant criterion; little support is found for the hypothesis.

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1961A Model for Predictive Measurements of Advertising Effectiveness 1983Public opinion quarterly 1964Defining Advertising Goals for Measured Advertising Results 1965The Measurement of Cumulative Advertising Effects

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