====== Hierarchy of Effects Model ======
. . . . by Lavidge and Steiner 

  * Unawareness:
  * Awareness: 
  * Knowledge:
  * Liking:
  * Preference:
  * Conviction
  * Purchase

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  * Unawareness:
  * Cognitive (thinking)
    * Awareness: 
    * Knowledge:
  * Affective (feeling)
    * Liking:
    * Preference:
    * Conviction
  * Conative (behavior)
    * Purchase