The Three Levels of Communication: How Brands Influence Consumer Behavior Through Marketing
Effective communication between a brand and its audience involves navigating different levels of influence—each aimed at achieving specific marketing objectives. These levels of communication can be understood through the hierarchy of effects model, which explains the stages a consumer goes through between exposure to an advertisement and taking action. This article will explore the three levels of communication—cognitive, affective, and conative—how they interact, and how marketers can use them to effectively communicate their message and drive consumer behavior.