The Hypothesis of a Hierarchy of Effects: A Partial Evaluation
Open Access
- 1 February 1966
- journal article
- research article
- Published by SAGE Publications in Journal of Marketing Research
- Vol. 3 (1) , 13-24
- https://doi.org/10.1177/002224376600300101
Abstract
A widespread hypothesis in advertising is that a “hierarchy of effects” follows upon an individual's perception of an advertising message and before he buys (Attention→Interest→Desire→Action). Published empirical evidence on this is examined first; then two sets of commercial research data are analyzed statistically. The emphasis is on sales as the relevant criterion; little support is found for the hypothesis.Keywords
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