The Hypothesis of a Hierarchy of Effects: A Partial Evaluation

A widespread hypothesis in advertising is that a “hierarchy of effects” follows upon an individual's perception of an advertising message and before he buys (Attention→ I nterest→ D esire→ A ction). Published empirical evidence on this is examined first; then two sets of commercial research data are analyzed statistically. The emphasis is on sales as the relevant criterion; little support is found for the hypothesis.