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Traditional Response Hierarchy Models

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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

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