Kimberly went to a bookstore looking for something to read. At the store, a particular cover attracted her eye and she wanted to purchase the book. It was only after she started reading the book that she realized that the book was not as good as the cover made it seem. This is best known as the:
A) progression theory.
B) cognitive primacy model.
C) hierarchy of effects.
D) box-and-arrow model.
E) central processing theory.

Question

Quizplus · Accepted Answer

The hierarchy of effects refers to the process of how consumers move from initial awareness of a product or service to its adoption, which involves several stages, including attention, interest, desire, conviction, and action. In this scenario, Kimberly's attention was captured by the book cover, which led to her desire to purchase and read the book. However, after reading it, she realized that her expectations were not met, which is an example of the cognitive evaluation stage, where the consumer assesses the relative merits of the product based on its performance and outcomes.

Kimberly Went to a Bookstore Looking for Something to Read