An approach to understanding how advertising and selling supposedly work. The assumption is that the consumerpasses through severalsteps in the influence process.First, Attention must be developed, to be followed by Interest,Desire, and finally Action as called for in the message. Another,butsimilar,scheme was developedby Lavidge and Steiner in 1961, later to be dubbed the AIDA: HierarchyofEffects Model byPalda in 1966. This approach involves the hierarchy of effects: awareness, knowledge, liking, preference, conviction, and finally purchase in that order. Notethe similarity to the adoptionprocess.