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Levidge and Steiner in 1961 introduced a model to explain how consumer may pass through various stages in eliciting some behavior. This lends to purchase of a product or service known as Hierarchy-of-Effects model. According to model, advertising can lead a customer step by step for final purchase. From being Awareness of product, knowledge of product, [Congnitive component, thinking process] then liking towards product, preference, conviction [Affective component, feeling process] and finally purchasing of product [behavioral component]

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