Select the correct sequence for Hierarchy-of-effects model related to marketing communication:

Correct option is A

The correct answer is (a) Awareness → Knowledge → Liking → Preference → Conviction → Purchase
The Hierarchy-of-effects model, developed by Lavidge and Steiner, outlines the psychological stages a consumer goes through when moving from initial ignorance of a product to the final act of buying it. It is categorized into three stages: Cognitive (Thinking), Affective (Feeling), and Conative (Doing).
The process begins with Awareness and Knowledge (learning about the product), moves to Liking and Preference (developing a favorable attitude), and culminates in Conviction (the firm belief that this is the right choice) and finally, the actual Purchase.
INFORMATION BOOSTER
· Cognitive Stage: Focuses on mental processing—making the consumer aware of the brand's existence and features.
· Affective Stage: Focuses on emotional attachment—moving the consumer from simply knowing about a product to actually desiring it.
· Conative Stage: The behavioral phase—transforming the mental and emotional preference into a physical transaction.
· Strategic Tool: Marketers use this model to identify which stage their target audience is in to tailor the right communication message.
ADDITIONAL KNOWLEDGE
· (b) is incorrect because Awareness must precede Knowledge; a consumer cannot learn about a product they don't know exists.
· (c) is incorrect because Knowledge (features/benefits) usually builds the foundation for Liking (emotional response).
· (d) is incorrect because Liking is an emotional response that cannot occur before a consumer is made Awareful of the brand.