What is the primary assumption of the hierarchy of effects model in advertising?

The hierarchy of effects model posits that consumers typically progress through a series of stages before making a purchase, which is reflected in the correct choice. This model outlines a pathway from initial awareness of a product or service through various stages such as interest, desire, and ultimately, action (purchase). The assumption is that advertising and marketing communication can effectively guide consumers through these sequential steps, influencing their perceptions and behaviors systematically.

This understanding emphasizes that consumers are not simply driven by immediate promotions or peer influences; instead, they typically engage in a cognitive process that involves recognizing their need, developing an interest in potential solutions, and evaluating options before deciding to buy. Therefore, effective marketing strategies will often reflect this model by aiming to impact consumers at each stage of this hierarchy, facilitating a more deliberate decision-making process rather than impulsive actions.