MSI: Is There a Hierarchy of Effects in Advertising? Empirical Generalizations for Consumer Packaged Goods
Analyzes how cognition, affect and experience mediate advertising effects on sales, using data from 178 fast-moving consumer goods brands in 18 categories over seven years. Demonstrates that the traditional Hierarchy of Effects (HoE) model holds up well, but varies across cpg brands with the primary sequence being affect → cognition → experience (ACE).
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