In Defense of the Hierarchy of Effects: A Rejoinder to Weilbacher

Thomas E. Barry feels that rather than discard the hierarchy of effects model, we should develop rigorous, collaborative efforts to validate its continued value to guide us in advertising and marketing communications planning for another 100 years.

In Defence of the Hierarchy of Effects

A Rejoinder to Weilbacher

Thomas E. BarrySouthern Methodist University

In his article, 'Point of View: Does Advertising Cause a 'Hierarchy of Effects'?' Weilbacher (2001) attacks the taken-for-granted, long-standing...