. . . . by Lavidge and Steiner

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

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