Question

Discuss the implications of the six buyer readiness states, also known as the Hierarchy of Effects.

Answer 1

Hierarchy of effects

Hierarchy of effects is a theory which is based on a study about the process of decision making of a customer to either buy or reject a product. It is the overall experience of a customer while purchasing a product. Advertising is one aspect which influences the customer in many ways. When planning an advertisement the hierarchy of effects can be used to make sure good sales target. The six steps of the effects are awareness,knowledge ,liking, preference, conviction and purchase.

1. Awareness and knowledge are first two steps where the customer is introduced to a product and knowledge about the product is passed on to him. Knowledge about the product is given through more of brand name so that the customer gets familiar with the product and the brand. This is called cognitive stage.

2. Liking and preference moves along the affective stage where the customer starts liking the product and thinks about buying. In this stage the advertisement should appeal more with the values and emotions of the customers.

3. Conviction and purchase - This stage called as conative stage concentrates more on actions. In the first few stages the advertisement has appealed more with technical details and emotional appeal. Now its time for action where the company should prove what they have declared. Sample of products can be given to prove their worth. Here customers will come to the point of decision making and decide to buy the product.