Alternative Response Hierarchy Models
The Response Hierarchy Models explains the consumer responses and behaviour to the advertising process. The Models provide a complete understanding of the responses of a customer through all stages of his path from unaware of the product to the purchase action.
The article throws light on the five main Models of Response Hierarchy that explain Consumer behaviour is divided into three awareness stages: cognitive, affective, and behavioral. The five Response Hierarchy models are as follows:
AIDA Model
Hierarchy-of-Effects Model
Models for innovation and adoption include information processing and operational models.
Innovation-Adoption Model
Rogers established the Innovation-Adoption Model in 1995. He proposed many steps that a target consumer would go through before making a purchase. The five steps of the Innovation-Adoption Model are: awareness, interest, evaluation, trial, and adoption.
AWARENESS
This is the first phase of the Innovation-Adoption Model. Takes action is the model’s awareness stage, in which the customer becomes aware of a brand or product, often via commercials.
INTEREST
This is the second stage of the Innovation-Adoption Model. This is the stage in which information about a brand or a product spreads across the market and piques the attention of prospective purchasers in learning more about the product.
EVALUATION
Evaluation is the third step of the Innovation-Adoption Model, and it provides customers with the essential product knowledge. In this stage, customers examine and strive to obtain a better grasp of the product that piqued their interest.
In the trial stage, clients test the product before making a final purchase decision.
Adoption is the last step of the Innovation-Evaluation Model. During this stage, the consumer accepts the product, makes a purchasing choice, and eventually buys it.
According to the Innovation-assessment Model, Awareness occurs in the Cognitive Stage, while acquiring an interest and assessment stages occur in the Conviction Stage, and product testing and real adoption occur in the Behavioral Stage.
Information Processing Model
The Information-Processing Model is a framework used by cognitive psychologists to describe mental processes. This paradigm connects the human cognitive process with computer functionality. It represents how, like a computer, the human mind absorbs information, organizes it, and stores it for later retrieval. It posits that, just as a computer contains an input device, a processing unit, a storage unit, and an output device, the human mind has a similar architecture. The Information-Processing Model consists of six stages: presentation, attention, comprehension, yielding, retention, and behavioral.
PRESENTATION
The presentation is the foundational step of the Information-Processing Model. This is the awareness phase, in which the customer becomes aware of his requirements and searches for a product to meet them.
ATTENTION
This is the second stage of the Information-Processing Model, in which the product captures the attention of prospective buyers.
COMPREHENSION
In this step of the Information-Processing Model, the customer examines and assesses several items from various brands available in the market to determine which product best suits his needs.
YIELDING
This is the stage at which the consumer determines precisely what he wants and the brand and product that best meets his demands and specifications.
RETENTION
This is the fifth level of the Information-Processing Model. This is the stage at which the consumer recalls the essential characteristics and traits, as well as the advantages and other good elements of the things he wishes to acquire.
The Information-Processing Model concludes with the BEHAVIOR stage, which involves purchasing a product within a certain band.
According to the Information-Processing Model, the Cognitive stage includes Presentation, Attention, and Comprehension; the Affective stage includes Yielding and Retention of information; and the Behavioral stage includes the final Behavioral action.
Operational Model
The Operational Model is a strategy framework based on three activities: non-evaluative thinking, evaluative thinking, and action.
Non-evaluative thinking.
This is the first phase of the Operational Model. During this stage, customers are introduced to several brands and the items that they provide. This is the awareness stage, which raises awareness among prospective customers.
EVALUATORY THINKING
The operational model’s second step involves evaluative reasoning. This is an assessment phase in which prospective buyers analyze numerous items and compare them to comparable products from other companies in order to make a single decision from the many possibilities available.
ACTION
The action is the last step of the Operational Model. This is the stage at which a buyer makes a final buying decision and buys the product.
According to the Operational Model, non-evaluative thinking occurs in the Cognitive Stage, evaluative thinking occurs in the Affective Stage, and action occurs in the Behavioral Stage.