Hierarchy of Effects Theory

The video tutorial explains the hierarchy of effects theory, a six-stage model that describes how advertising influences consumer purchase decisions. It begins with creating awareness, followed by developing knowledge about the product. The next stages involve liking the product, preferring it over others, forming a conviction to buy, and finally making the purchase. The tutorial emphasizes the importance of effective communication between marketers and customers to guide them through these stages.

Describe the difference between preference and conviction in the hierarchy of effects theory.

What is the final stage of the hierarchy of effects theory and what does it entail?