Hierarchy of Effects Models

Stadiile prin care trece un consumator, stimulat de promovarea de marketing, inainte de a lua decizia de cumparare; in modelul AIDA, stadiile sunt: constientizare, interes, dorinta, actiune; in modelul Lavidge & Steiner, stadiile sunt: ignoranta, constientizare, cunoastere, placere, preferinta, convingere, achizitie.

Various illustrations of the notion that marketing promotion induces consumers to move in steps from one mental state to the next before eventually deciding to purchase a particular product; in the AIDA model the steps, in ascending order, are awareness, interest, desire and action, while in Lavidge and Steiner's expanded model (1962) they are ignorance, awareness, knowledge, liking, preference, conviction and purchase.