Hierarchy of Effects Model
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Use the following worksheet to help predict possible changes in consumer behavior based on changes in consumer awareness of your product or brand. Note that the behavior you seek may be something other than "Buy" — you may want consumer to take a test drive or request information. You can obtain the necessary percentages from survey research or by using your own best quesses. In general, the worksheet is meant to show how awareness drives eventual purchase.
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© James Lynch 1998 May be copied and distributed for academic purposes. Commercial use prohibited.
James Lynch, J.D., Ph.D.
School of Business
Southern Illinois University at Edwardsville
Edwardsville IL 62026-1105