A review and critique of the hierarchy of effects in advertising
Thomas E Barry and Daniel J Howard
Industry practitioners and social scientists throughout the world have long sought to determine the effectiveness of advertising in this multi-billion dollar industry. For close to a century, many social scientists have debated just how advertising works. One suggested explanation is the hierarchy of effects - that body of literature that posits that audiences go through a variety of stages, namely cognitive, affective, and conative, in responding to advertising, and other persuasive marketing messages. This paper reviews the hierarchy of...