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

Thomas E. Barry

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 hierarchy of effects model. In doing so, he provides a service to both the practitioner and academic advertising communities by awakening the 100-year-old sleeping giant, a giant that deserves serious discussion among members of the advertising community. Because the hierarchy-of-effects notion has been around for more than 100 years, and continues to be a major guideline for advertising practice and research, we are justified...

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