Lavidge et al's hierarchy of effects

This funnel diagram sample shows 6 stages of Lavidge et al's hierarchy of effects: Awareness, Knowledge, Liking, Preference, Conviction, Purchase. "The hierarchy of effects developed by Lavidge in the 1960s is one of the original hierarchical models. It proposes that customers progress through a sequence of six stages from brand awareness through to the purchase of a product. Stage 1: Awareness - The consumer becomes aware of a category, product or brand (usually through advertising). Stage 2: Knowledge - The consumer learns about the brand (e.g. sizes, colours, prices, availability etc). Stage 3: Liking - The consumer develops a favourable/unfavourable disposition towards the brand. Stage 4: Preference - The consumer begins to rate one brand above other comparable brands. Stage 5: Conviction - The consumer demonstrates a desire to purchase (via inspection, sampling, trial). Stage 6: Purchase - The consumer acquires the product. Hierarchical models have been widely adapted and many variations can be found, however, all follow the basic sequence which includes Cognition (C)- Affect (A) - Behaviour (B) and for this reason, they are sometimes known as C-A-B models." [Brand awareness. Wikipedia] The funnel diagram example "Lavidge et al's hierarchy of effects" was designed using ConceptDraw PRO software extended with Funnel Diagrams solution from Marketing area of ConceptDraw Solution Park.