Traditional Response Hierarchy Models

A number of models have been developed to depict the stages a consumer may pass through in moving from a state of not being aware of a company, product, or brand to actual purchase behavior. Figure 5-3 shows four of the best-known response hierarchy models. While these response models may appear similar, they were developed for different reasons.

The AIDA model was developed to represent the stages a salesperson must take a customer through in the personal-selling process.11 This model depicts the buyer as passing successively through attention, interest, desire, and action. The salesperson must first get the customer's attention and then arouse some interest in the company's

Figure 5-3 Models of the response process

Models

Stages

AIDA modela

Hierarchy of effects modelb

Innovation adoption modelc

Information processing modeld

Cognitive stage

Attention

Awareness Knowledge

Awareness

Presentation Attention Comprehension

Affective stage

Interest Desire

Liking Preference Conviction

Interest Evaluation

Yielding Retention

Behavioral stage

Action

Purchase

Trial Adoption

Behavior

Was this article helpful?

+2 0
Online Survey Champion

Online Survey Champion

There are people all over the world trying to find ways to make money online. From stay at home moms looking to make a few extra dollars to college students and entrepreneurs, the allure of making your own hours and working from home or from the local coffee shop is very appealing.

Get My Free Ebook


Responses

  • amalda
    What is response hierarchy theory of marketing communication?
    8 years ago
  • Aatifa Ermias
    Where in the hierarchy response models is facebook advertising?
    8 years ago
  • fre-swera
    What is the hierachy of response model?
    7 years ago
  • Calimero
    Why do response hierarchies differ?
    7 years ago
  • miranda
    What is the use of the hierarchy response models marketing communications?
    7 years ago
  • Sophia
    What is consumer response hierarchy?
    7 years ago
  • martha selassie
    What is meant by cogntive stage inthe response hierarchy models?
    7 years ago
  • JAMILA
    Which response hierarchies model to use?
    7 years ago
  • daniel
    What is tradisional response hierarchy models?
    7 years ago
  • Adaldrida
    What is hierarchical mode in marketing?
    6 years ago
  • sami
    What is the AIDA model of consumer response hierarchy.?
    6 years ago
  • MIRANDA
    WHAT IS THE AIDA MODEL OF CONSUMER RESPONSES?
    6 years ago
  • Eleuterio Fallaci
    What is Traditional hierarchy response models?
    6 years ago
  • Alvaro
    Why response hierachy models are not conclusive?
    5 years ago
  • elina
    What are the hierachy of communication?
    3 years ago
  • Karolin Schmitz
    What criticism of traditional response hierarchy model?
    3 years ago
  • nils
    What is altetnative response hierarchy model?
    2 years ago
  • MERCEDES CHEATHAM
    What are the three responses of heriarchy model?
    2 years ago
  • anna harkimo
    What are the three responses models in IMC traditional?
    2 years ago
  • Lisa
    What is a tesponse hiwrarchy?
    2 years ago
  • ville-veik
    How do the traditional response hierarchy models differ from the alternativeresponse hierarachies?
    1 year ago
  • ISENGAR
    What are hierarchical response models?
    12 months ago

Post a comment