Contemporary Hierarchical models of communication in the modern path
| Year | Author/developer | Model |
|---|---|---|
| 1961 | Robert J. Lavidge and Gary A. Steiner | Awareness, Knowledge, Liking, Preference, Conviction, Purchase |
| 1961 | Russell H. Colley | Awareness, Comprehension, Conviction, Action (ACCA) |
| 1961 | Advertising Research Foundation | Exposure, Perception, Communication (Knowledge), Communication (Attitude), Action (EPC(K)C(A)A) |
| 1962 | Harry D. Wolfe, James K. Brown and G. Clerk Thompson | Awareness, Acceptance, Preference, Intention, Provocation of Sale (AAPIS) |
| 1962 | Everett M. Rogers | Awareness, Interest, Evaluation, Trial, Adoption (AIETA) |
| 1964 | Leo V. Aspinwall | Acceptance, Preference, Insistence (API) |
| 1967 | Sandage and Fryburger | Exposure, Preference, Integration, Action (EPIA) |
| 1969 | David A. Schwartz | Exposure, Attention, Retention, Attitude, Change, Purchase (EARACP) |
| 1969 | John Howard and Jagdish Sheth | Attention, Comprehension, Attitude, Intention, Purchase (ACAIP) |
| 1969 | Wiliam J. McGuire | Presentation, Attention, Comprehension, Yeilding, Retention, Behaviour (PACYRB) |
| 1971 | Thomas S. Robertson | Awareness, comprehension, Attitude, Legitimation, Trial, Adoption (ACALTA) |
| 1971 | Kenneth A. Longman | Exposure, Attention, Perception, Comprehension, Belief, Motivation, Action (EAPCBMA) |
| 1974 | Andrew S.C. Ehrenberg | Awareness, Trial, Reinforcement (ATR) |
| 1975 | Morris B. Holbrook | Attention, Perception, Memory, Attitude, Intention (APMAI) |
| 1980 | Richard Vaughn | Stated that “thinking model”-the traditional hierarchy model of cognition, affect, conation-not adequate; added three additional models in different sequencing, e.g. affect-cognition-conation; conation-cognition-affect; Conation-affect-cognition |
| 1981 | Michael L. Rothschild and William C. Gaidis | For low involvement purchases; advertising acts as stimuli for awareness and knowledge; leads to trial; product becomes stimulus, satisfaction may lead to increased probability of repeat purchasing behaviour |
| 1982 | Robert E. Smith and William R. Swinyard | The learning hierarchy may not be appropriate for low order belief and affect; suggest three models: traditional of cognition-affect-commitment; low involvement of cognition-trial-affect-commitment; and brand switching of cognition-trial-trial-trial |
| 1982 | Ivan L. Preston | Presents more comprehensive consumer information processing model stating lack of this in previous models: Distribution, Vehicle Exposure, Ad Exposure, Ad Awareness, Ad Elements Awareness, Association Evaluation, Product Perception, Integrated Perception, Product Evaluation, Prior Evaluation, Integrated Evaluation, Product |
| Stimulation, Prior Stimulation, Integrated Stimulation, Action; states traditional hierarchy valid in spite of low involvement theory | ||
| 1983 | Ivan L. Preston | Defends traditional hierarchy models and adds to the Association Model of 1982 with: Search, Search Perception, Search Evaluation, Search Stimulation, Trial, Trial Perception, Trial Stimulation, Adoption, Adoption Perception, Adoption Evaluation and Adoption Stimulation |
| 1983 | Sandra Ernst Moriarty | Reviews and challenges traditional hierarchy models; presents a Continuum Domain Model with the domains being perception (no awareness to recall), education (learning to generalization and discrimination), persuasion (reinforce old attitudes to changing old ones) and behavior (inquiry to repurchase) |
| 1984 | Ivan L. Preston and Esther Thorson | Adds three Action Steps (Search, Trial, Adoption) |
| 1986 | Richard Vaughn | Recognizes that there are multiple hierarchies used in responding to advertising messages |
| Year | Author/developer | Model |
|---|---|---|
| 1961 | Robert J. Lavidge and Gary A. Steiner | Awareness, Knowledge, Liking, Preference, Conviction, Purchase |
| 1961 | Russell H. Colley | Awareness, Comprehension, Conviction, Action (ACCA) |
| 1961 | Advertising Research Foundation | Exposure, Perception, Communication (Knowledge), Communication (Attitude), Action (EPC(K)C(A)A) |
| 1962 | Harry D. Wolfe, James K. Brown and G. Clerk Thompson | Awareness, Acceptance, Preference, Intention, Provocation of Sale (AAPIS) |
| 1962 | Everett M. Rogers | Awareness, Interest, Evaluation, Trial, Adoption (AIETA) |
| 1964 | Leo V. Aspinwall | Acceptance, Preference, Insistence (API) |
| 1967 | Sandage and Fryburger | Exposure, Preference, Integration, Action (EPIA) |
| 1969 | David A. Schwartz | Exposure, Attention, Retention, Attitude, Change, Purchase (EARACP) |
| 1969 | John Howard and Jagdish Sheth | Attention, Comprehension, Attitude, Intention, Purchase (ACAIP) |
| 1969 | Wiliam J. McGuire | Presentation, Attention, Comprehension, Yeilding, Retention, Behaviour (PACYRB) |
| 1971 | Thomas S. Robertson | Awareness, comprehension, Attitude, Legitimation, Trial, Adoption (ACALTA) |
| 1971 | Kenneth A. Longman | Exposure, Attention, Perception, Comprehension, Belief, Motivation, Action (EAPCBMA) |
| 1974 | Andrew S.C. Ehrenberg | Awareness, Trial, Reinforcement (ATR) |
| 1975 | Morris B. Holbrook | Attention, Perception, Memory, Attitude, Intention (APMAI) |
| 1980 | Richard Vaughn | Stated that “thinking model”-the traditional hierarchy model of cognition, affect, conation-not adequate; added three additional models in different sequencing, e.g. affect-cognition-conation; conation-cognition-affect; Conation-affect-cognition |
| 1981 | Michael L. Rothschild and William C. Gaidis | For low involvement purchases; advertising acts as stimuli for awareness and knowledge; leads to trial; product becomes stimulus, satisfaction may lead to increased probability of repeat purchasing behaviour |
| 1982 | Robert E. Smith and William R. Swinyard | The learning hierarchy may not be appropriate for low order belief and affect; suggest three models: traditional of cognition-affect-commitment; low involvement of cognition-trial-affect-commitment; and brand switching of cognition-trial-trial-trial |
| 1982 | Ivan L. Preston | Presents more comprehensive consumer information processing model stating lack of this in previous models: Distribution, Vehicle Exposure, Ad Exposure, Ad Awareness, Ad Elements Awareness, Association Evaluation, Product Perception, Integrated Perception, Product Evaluation, Prior Evaluation, Integrated Evaluation, Product |
| Stimulation, Prior Stimulation, Integrated Stimulation, Action; states traditional hierarchy valid in spite of low involvement theory | ||
| 1983 | Ivan L. Preston | Defends traditional hierarchy models and adds to the Association Model of |
| 1983 | Sandra Ernst Moriarty | Reviews and challenges traditional hierarchy models; presents a Continuum Domain Model with the domains being perception (no awareness to recall), education (learning to generalization and discrimination), persuasion (reinforce old attitudes to changing old ones) and behavior (inquiry to repurchase) |
| 1984 | Ivan L. Preston and Esther Thorson | Adds three Action Steps (Search, Trial, Adoption) |
| 1986 | Richard Vaughn | Recognizes that there are multiple hierarchies used in responding to advertising messages |
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