This paper aims to review the hierarchy of effects models in
advertising, especially the well-known model, AIDA (Attention,
Interest, De-sire, and Action). Since its introduction by Lewis (1900)
and generally attributed in the marketing and advertising literature by
Strong (1925), the concept of AIDA’s hierarchy of effects model has been
used by many researchers, both academicians and practitioners. The
model is used to measure the effect of an advertisement. However, the
development of information technology has radically changed the way of
how people communicate and socialize; as well as a paradigm shift from
product-oriented marketing to consumer-oriented marketing or
people-oriented marketing. Therefore, the variables in the hierarchy of
effects model needs to be updated in respond to the latest developments
in the notice of public power as consumer audience. Based on deep
literature review and reflective method, this paper introduces a new
developed concept of hierarchy of effects model that was adopted from
AIDA’s hierarchy of effects model, namely: AISDALSLove (Attention,
Interest, Search, Desire, Action, Like/dislike, Share, and Love/hate).